LUNICA DESAI, a trailblazer in the jewellery industry, has shattered glass ceilings to emerge as a prominent figure in various roles within the sector. With a unique blend of engineering precision and artistic passion, the Electronic engineer-turned-jewellery entrepreneur, has successfully navigated the male-dominated industry to build her own B2B brand, Luna Jewels, from scratch.
Lunica offers a fresh perspective on jewellery design and business strategies. In this insightful interview with Solitaire International, Lunica shares her remarkable journey, detailing the challenges and triumphs that shaped her path. She also provides invaluable advice for startups, emphasising the importance of quality, unique value propositions, and customer experience. Her story is an inspiration for aspiring entrepreneurs, demonstrating that with determination and strategic planning, success in the competitive jewellery industry is within reach.
We’d like to learn more about you. Could you share your educational background and how you entered the field of jewellery?
I hold a degree in Electronics and Telecommunications Engineering, which provided me with a strong foundation in technical skills and a methodical approach to problem-solving. However, my passion for art and design has always been a guiding force in my life.
Twenty years ago, I found myself irresistibly drawn to the world of jewellery. The blend of creativity, craftsmanship, and the ability to express oneself through design fascinated me. Despite my engineering background, I was determined to follow my passion.
I started my career in jewellery design, combining my technical knowledge with my artistic instincts. Over the years, this journey has allowed me to explore and express my creativity in countless ways. Each piece I have made is a testament to my dedication to the craft and my desire to create something beautiful and meaningful.
Could you also tell us about your role at Laxmi Diamonds and how long you were there?
I had the privilege of serving as the Head of Marketing and Sales for the Chain Store Division at Laxmi Diamonds for three years, and I was responsible for overseeing marketing strategies and sales operations, ensuring that our brand reached a wide audience, and our products met the highest standards of quality and appeal.
Prior to my role at Laxmi Diamonds, I worked at Romil Jewelry, Fura Gems, and in the international markets for six years in product development and merchandising for M Suresh. I have over 18 years-plus experience, where I have held senior roles in managing and leading teams in various departments in the jewellery industry. My time at these companies was incredibly rewarding and instrumental in shaping my career, further solidifying my commitment to the jewellery industry.
What prompted you to start Luna Jewels?
I recently started my own company, Luna Jewels, in January 2024. The decision to launch Luna Jewels was driven by my deep-seated passion for jewellery design and my desire to bring a fresh perspective to the industry. After years of honing my skills and gaining invaluable experience, I felt it was the right time to channel my vision into my own brand.
Luna Jewels represents the culmination of my journey—blending my engineering precision with my love for art and design. I wanted to create a brand that not only offers exquisite jewellery but also tells a story with each piece. My aim is to provide customers with unique, handcrafted designs that resonate on a personal level.
As a woman entrepreneur, did you face any challenges when establishing your brand?
Absolutely! I encountered several challenges when establishing Luna Jewels. The jewellery industry, like many others, has its own set of hurdles, and navigating them as a woman added an extra layer of complexity. One of the primary challenges was overcoming preconceived notions about women’s capabilities in leading and managing a business, particularly in a field that often sees male dominance in executive roles.
Additionally, balancing professional responsibilities with personal commitments required a great deal of perseverance and time management.
Despite these challenges, I found immense strength in my passion for jewellery design and my vision for Luna Jewels. Each obstacle became a stepping stone, reinforcing my determination and resilience. I also found a strong support network among fellow women entrepreneurs and industry mentors, whose guidance and encouragement were invaluable.
These experiences have made me more committed to fostering an inclusive and supportive environment within Luna Jewels, where talent and creativity are celebrated irrespective of gender. I am proud of the journey we have undertaken.
What’s your brand’s philosophy and who’s your target audience.
At Luna Jewels, our philosophy is rooted in the belief that jewellery is not just an accessory, but a form of personal expression and a piece of art that tells a story. We strive to create unique, handcrafted designs that resonate with the individual spirit of each wearer. Our collections blend timeless elegance with contemporary trends, ensuring that every piece is both classic and modern.
We use only the finest materials and craftsmanship to ensure that each piece of jewellery is a true masterpiece. We are dedicated to responsible practices that respect both people and the planet.
Our target audience is diverse, encompassing independent retail stores to chain stores of large format, who appreciate the artistry and craftsmanship of fine jewellery. Our customers value uniqueness and are looking for jewellery that reflects their personal style and significant moments in their lives.
Luna Jewels appeals to those who have an eye for detail and a passion for design. We aim to build a community of discerning individuals who find joy and inspiration in our creations, and share our commitment to quality and sustainability.
In addition to being the founder, do you also guide the design team?
Yes, I also play an active role in guiding the design team. My passion for art and design is one of the driving forces behind the brand, and I am deeply involved in the creative process. Collaborating with our talented designers is one of the most rewarding aspects of my role.
I work closely with the team to ensure that each piece reflects the brand’s philosophy of blending timeless elegance with contemporary flair. My background allows me to bring a unique perspective to the design process, focusing on both aesthetic appeal and structural integrity. Together, we brainstorm ideas, explore new techniques, and push the boundaries of traditional jewellery design. Our design process is highly collaborative, and I believe that my hands-on involvement helps maintain the high standards of quality and artistry that our customers have come to expect from Luna Jewels.
How has the response been so far?
The response to Luna Jewels since our launch this year has been incredibly positive and encouraging. We’ve received wonderful feedback on how our pieces stand out due to their blend of timeless elegance and contemporary style. We have also received recognition from industry peers, and this has further validated our commitment to excellence and our brand philosophy. The growing appreciation for Luna Jewels motivates us to continue innovating and expanding our collections.
In a sector that is extremely competitive, how do you plan to stand out?
In the highly competitive jewellery sector, standing out requires a blend of innovation, quality, and a deep connection with our customers. At Luna Jewels, we have several strategies to distinguish ourselves: our unique design philosophy sets us apart; we are committed to the highest standards of quality and craftsmanship; we prioritise creating an exceptional customer experience. From personalized service to thoughtful packaging, we aim to make every interaction with Luna Jewels special; by staying ahead of the curve and embracing new techniques and technologies, we ensure that our designs remain fresh and relevant; lastly, we focus on strong storytelling and branding to create an emotional connection with our audience. Our marketing campaigns as a B2B brand highlight the stories behind our designs, engaging customers on a deeper level.
What advice would you give to startups looking to enter the jewellery industry?
Entering the jewellery industry can be both exciting and challenging. I’d strongly recommend defining one’s unique value proposition to begin with. Conduct thorough market research to understand your target audience, their preferences, and current market trends, to help you tailor your products and marketing strategies effectively.
Invest in high-quality materials and skilled craftsmanship.
Your brand is more than just your logo. It’s about the story you tell, the values you uphold, and the experiences you offer.
Utilise technology to enhance both your design and customer experience. From using CAD software for design to offering an immersive online shopping experience, technology can give you a competitive edge.
Build relationships within the industry. Networking with suppliers, designers, and other businesses can open opportunities for collaboration and growth.
Focus on creating a seamless and personalised shopping experience, both online and offline. Happy customers are your best advocates.
Building a successful brand takes time, dedication, and passion. There will be challenges along the way, but staying true to your vision and being persistent will help you overcome obstacles and achieve your goals.
Anything else you may wish to add.
I’d like to take this opportunity to express my gratitude to everyone who has supported Luna Jewels from the very beginning. Launching Luna Jewels has been a dream come true, and I am incredibly proud of what we’ve achieved in such a short time. We are committed to continuously evolving, embracing new challenges, and pushing the boundaries of design and craftsmanship. Our journey has just begun, and I am excited about the future and the endless possibilities it holds.
To aspiring entrepreneurs, especially women looking to break into the jewellery industry, I would say: believe in your vision, stay resilient, and never underestimate the power of passion and hard work. Your unique perspective and dedication can truly make a difference.