13 Nov 2019
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Achal Jewels
By: Diamond World News Service
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Aug 10 2019 1:05PM
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Reference: 22414  

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Carrying forward the rich legacy of Achal Jewels, Managing Director, Poonam Kothari has been instrumental in the global expansion of this world renowned jewellery manufacturing brand

The pink city of Jaipur is the home to jewellery brand Achal Jewels whose forte lies in marrying traditional designs with modern manufacturing techniques and bringing these artistic creations to life. Achal Jewels has really established itself as the foremost jewellery manufacturer under the able guidance of Managing Director Poonam Kothari. In 2013, the company completely transformed itself to what we now know as Achal Jewels thus putting it on the world map.
With his vast knowledge on the global jewellery industry, Poonam Kothari has his fingers in every pie. His presence in leading cities like Hong Kong, Dubai, New York, Antwerp and Thailand has given him a 360 degree understanding of the inner workings of the diamond and jewellery industry. Sharing his ex-pertise he says, “The global economic climate is of uncertainty as there have been many different trade disputes which are causing luxury demand and spending by major economies of the world to reduce. However, there are some positive offshoots seen in the U.S. and India, where middle class incomes are on the rise after a period of stagnation. We find that Hong Kong is facing headwinds due to the US-China Trade War and rising political unrest in the face of the extradition bill.”

Troubled Times
However, he expects Hong Kong and the rest of South East Asia including Thailand to return to normal once these two issues are resolved. In the case of Antwerp and Dubai, they are facing a tougher market scenario as rough trading declines and there are further restrictions in bank financing. Kothari is optimistic on the jewellery market in India as he is aware that as organization takes place, those with a bigger presence will benefit from this change.

With diamond industry going through its lowest point, how exactly does a brand like Achal manage to survive these turbulent times? Kothari believes in adapting a steady growth environment rather than feeling nostalgic about previous years with rapid growth. An eternal optimist, he believes that sales can be increased with proper data analysis and customer relationship meetings to understand their pain points. “As a jewellery manufacturer, we focus on the positives we get from our customers and our strength being our in-house factory, we are able to take this feedback and implement it almost immediately. We find that in tougher times, it is more important to pay close attention to your customer’s needs so that you can support one another through these times and strengthen your business relationship.”

Design is King
In this ever evolving industry, Kothari still believes in the power of rare colour stones that have high demand in auctions. Emeralds continue to rule the roost in the coloured stone market in Hong Kong. Talking about the Indian coloured stone demand he says, “There is definitely a move towards lighter coloured stones such as Russian emeralds and Pink tourmalines in the Indian market thanks to fashion designers using these colours recently.”

Kothari believes that design is the key element in any jewellery creation as it adds value to the otherwise known values of gold and stones. For it is the design that makes a jewellery be chosen amongst hundreds and thousands of other designs in a jewellery retailer’s showroom, thus making it indispens able “We want our retailers to always keep their customer’s on their toes and keep them pleasantly surprised. Having that power over your customer gives you the ability not only to demand a better value for your creations but also to continually generate new business rather than rely on old relations.”

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