Junagadh-based Choksi Vachhraj Makanji & Company (CVM) is known for its distinct design DNA, creating pieces for women who appreciate intricate detailing. At IIJS Bharat Signature, the brand presents three lines—one encrusted with diamonds, fine gemstones and uncut diamonds; another focused primarily on gemstones; and a third that celebrates gold.
DEEPAK CHOKSHI, CEO, CVM Group, elaborates on the value of participating in IIJS shows and the art of balancing handcrafted techniques with technology-aided tools to create collections that align with the aesthetic sensibilities of today’s generation.
You are a regular IIJS participant. Tell us about your preparations for IIJS Bharat Signature. Are you unveiling any unique collections this year?
Our campaign this year is “JUDD Jewellery is the New Diamond Jewellery!” Over the years, CVM has introduced multiple versions of Junagadh Uncut Diamond Designer (JUDD) jewellery— sometimes driven by market demand and sometimes as part of our innovation journey.
This time, we’re taking a big leap by presenting JUDD jewellery in a modern, high end Western design language.
The entire range is crafted in 18-karat gold, finely finished high-end diamond jewellery. After years of refining its signature uncut diamond collections, this latest line presents JUDD in a fresh, contemporary expression while retaining the finesse and finish of fine diamond jewellery.
With this new line, we’re offering retailers an exciting, more affordable option in the natural diamond jewellery segment—without compromising on design, elegance, or quality.
Designed with new-age shoppers in mind, the pieces strike a balance between luxury and wearability, making them suited for every day, everywhere moments.
What are your expectations from this show?
We’re looking forward to meeting new clients from across the world and strengthening bonds with our existing customers by showcasing our latest creations.
Which are your strong domestic regions and top export markets? Are you planning to tap newer regions at IIJS?
Domestically, our focus is on pan India, and internationally, we have a strong product acceptance in the Middle East.
You specialise in high-end diamond lines and bridal jadau. Has the record-high gold price impacted buying sentiments—positively or negatively?
We’ve always been known for our 22-karat gold uncut diamond studded jewellery, and of course, rising gold prices have impacted the heavier bridal category. Keeping this in mind, we’ve introduced a beautiful range in 18-karat gold with lighter, everyday wear pieces—making premium jewellery more accessible without losing its luxury feel.
How are you using technology to innovate and reduce gold weight?
We use advanced CAD modelling, precision prototyping, and high-tech casting methods to optimise weight without affecting strength or aesthetics. Our R&D team constantly works on new techniques to maintain the richness of design while making each piece more wearable and cost-efficient.
How long have you been participating in IIJS, and how has it contributed to your company’s growth?
We’ve been part of IIJS since the very beginning. I still remember—back then, hardly any major company from Gujarat was present at the show. IIJS gave us the perfect platform to showcase our creativity to both the Indian and global markets. It has played a key role in building our reputation, expanding our reach, and scaling our business volumes.
Along with the exhibition, we’ve also taken part in fashion shows and several memorable events organised by GJEPC.
What significance does IIJS hold for you in the current business environment?
In today’s dynamic market, IIJS is the ideal stage—it allows us to present our new collections to existing clients at the right time and opens doors to new relationships and growth opportunities.
We’re excited and fully prepared for this edition of IIJS. As always, our commitment is to bring fresh ideas, remarkable craftsmanship, and meaningful value to our customers worldwide.