There cannot be denial of the fact that for the last two years were tough on jewellery industry and even biggies like Titan, TBZ, Gitanjali, Shrenuj had been feeling the heat. But PC Jeweller has managed to come out on top with managing to deliver 65 per cent stock return in the last one year and whopping 350 per cent jump in the last two years. 

Industry analysts attribute this success of PC Jeweller to their sensible allocation of capital. For instance, when others were roping in big names from Bollywood to advertise and in turn giving away crores of rupees, PCJ kept their cool and focus on diamonds and export to Gulf region. 

It may be recalled that the company earns a quarter of its revenue from exports to the Gulf region. High share of diamond jewellery and high export earnings gave PC Jeweller an edge over the competition in an environment of falling local demand and the restrictions on gold imports.