VIKAS MEHTA, the CEO and Director of Achal Jewels, emphasises the significance of upskilling and enhancing artisanal skills. He underscores the importance of aligning product development with customer needs as crucial factors contributing to the company’s success.
Tell us more about your company and area of specialisation.
We, at Achal Jewels, believe in preserving our royal heritage by creating unique and versatile polki and diamond jewellery. Our years of expertise and attention to detail position us as a leading manufacturer in the industry. Additionally, we prioritise lightweight jewellery in line with market trends. Our research and development team focuses on the global jewellery market, and our success as industry leaders stems from our agility in adopting the latest techniques.
As a company, we believe that innovation extends beyond machinery. We explore different processes to enhance the productivity of our skilled artisans, enabling them to create jewels with upgraded finesse. For instance, we have recently developed new types of polki settings to elevate the quality of our jewellery.
What are your expectations for the IIJS Signature show? Since when have you been participating in the IIJS shows? Has that helped you grow your business?
Participating actively in the IIJS shows since its inception, we view it as an exceptional platform. It provides a unique avenue for customers to book our ready-made products.
Describe your current product line-up for the show?
Our current product line is lightweight and specifically tailored for brides. The pieces are delicate and exquisite, yet budget friendly. We prioritise creating lightweight jewellery at accessible prices, while upholding our commitment to generating trust and satisfaction among our clientele.
Gold rates have peaked at an all-time high. Have you moved price points up or down from last year?
Despite the significant surge in gold rates over the past year, we have steadfastly maintained affordable price points for our customers. Our commitment lies in ensuring their satisfaction, even if it means absorbing certain losses. We deeply value the trust our customers place in our company, serving as the foundation for our dedication to providing consistent pricing. This principle is integrally tied to our relentless focus on research and development, enabling us to meet market demands.
In terms of jewellery design, are your pieces big and bold, or more delicate and subtle, etc.?
When it comes to jewellery design, our primary aim is to craft detailed pieces that embody intricacy and delicacy, enhancing the inherent value of our jewellery. Our company prides itself on upholding the core ethics integral to the jewellery industry, placing client satisfaction at the forefront of our endeavours. We diligently explore and create a diverse range of designs, spanning from exquisitely delicate pieces to strikingly bold and elaborate necklaces.
How significant is the price of gold in determining your plans?
Over the course of the year, the persistent rise in gold rates has undoubtedly impacted our business and the overall jewellery market. Our ethos revolves around considering the customer as paramount, akin to a divine entity, and we firmly adhere to the principle of prioritising their satisfaction.
How do you foresee jewellery retail demand in India during the rest of the year?
As the jewellery industry experiences exponential growth, our products are not confined solely to domestic sales within India but are also being exported globally. This expansion has garnered us a lot of international clientele, allowing us to diversify our collections and present our products in a more appealing manner.