NIKHIL PAREKH, Director, Hasmukh Parekh Jewellers (HPJ), Kolkata, discusses the importance of preserving handmade crafts and supporting artisans, with nearly 6,000 working directly or indirectly with the brand. With the majority of their jewellery—nearly 80%—reaching major global markets, HPJ combines traditional artistry with modern techniques. Parekh emphasizes that while their jewellery meets international standards, it stays true to its cultural roots.
With 80% of your Kolkata jewellery being exported to major global markets like the US, Canada, and the UAE, what factors have contributed to your strong international presence, and how do you navigate the challenges of exporting gold jewellery?
Our strong international presence is rooted in HPJ’s solid commitment to quality, innovative designs, and meticulous craftsmanship. All our jewellery is handcrafted by the supremely talented karigars of Bengal, whose expertise and dedication bring each piece to life.
We carefully understand global market trends while maintaining the essence of traditional Kolkata artistry. Navigating challenges like fluctuating gold prices, international compliance, and logistics requires strategic planning, transparent operations, and strong partnerships with trusted suppliers and distributors. Our rigorous quality assurance ensures that every piece resonates with international standards and customer satisfaction.
Has participation in IIJS shows helped the company to expand its reach globally as well as domestically?
Absolutely! Participation in IIJS shows has been instrumental in expanding HPJ’s reach both globally and domestically. These prestigious platforms allow us to showcase our finest creations to a diverse audience of buyers, industry experts, and enthusiasts. The exposure helps us connect with international clients, strengthen relationships with domestic partners, and stay updated on emerging trends, ensuring HPJ remains a leader in the jewellery industry.
What strategies have you implemented to scale operations while ensuring quality and efficiency?
At HPJ, our growth is driven by people — the passion and artistry of Bengal’s karigars and the dedication of our entire team.
We believe in empowering our artisans, nurturing their skills, and creating an environment where creativity thrives.
Every piece crafted reflects their strong commitment to excellence.
While we embrace modern techniques, it’s our people who bring soul to every design. Our rigorous quality assurance is not just a process but a promise to honour their craftsmanship and the trust of our customers.
This people-first approach has fuelled our journey of growth, allowing us to scale with purpose and deliver jewellery that inspires and enchants globally.
HPJ boasts an in-house R&D and design team. How do you balance innovation with traditional craftsmanship to cater to both domestic and international consumer preferences?
Innovation and tradition go hand in hand. Our R&D and design team collaborates closely with skilled artisans, many of whom come from families that have passed down their craft for generations, bringing inherent talent and unmatched expertise.
This collaboration blends age-old craftsmanship with contemporary design sensibilities.
For domestic consumers, we create pieces that celebrate India’s cultural heritage, while for international markets, we infuse global trends without losing the essence of traditional artistry. This balance is achieved through continuous research, creative brainstorming, and a deep respect for the artistry that defines HPJ. It’s this seamless fusion that allows us to craft jewellery that resonates with diverse tastes while remaining timeless.
Given the volatility of gold prices and evolving consumer trends, what key market shifts do you foresee in the coming years, and how is HPJ preparing to adapt?
The jewellery market is constantly evolving with the volatility of gold prices and shifting consumer preferences.
We foresee a growing demand for lightweight, versatile designs and a rising interest in sustainable and ethically crafted jewellery.
Additionally, digital engagement and online sales will continue to play a pivotal role.
At HPJ, we are preparing by embracing innovation while staying true to our roots. Our skilled artisans, many from generations of craftsmanship, are adapting to create contemporary pieces without compromising traditional values.
We are also investing in technology, enhancing our digital presence, and maintaining rigorous quality assurance to meet evolving consumer expectations and market dynamics.
With HPJ directly or indirectly employing nearly 6,000 artisans, what initiatives are you undertaking to preserve traditional craftsmanship, and how do you ensure their skills remain relevant in a changing market?
As I have mentioned earlier our artisans, many of whom carry the legacy of craftsmanship passed down through generations. We take immense pride in nurturing their artistry, knowing they are the soul of every piece we create.
Beyond preserving traditional techniques, we empower them with opportunities to learn, innovate, and grow. We inspire them to reimagine their craft for a changing world. By honouring their heritage and investing in their future, we’re not just creating jewellery, we’re building a community where creativity, tradition, and progress thrive together.
How do you personally define success in the jewellery business, and what advice would you give to the next generation of jewellers?
For me success in creating pieces that connect deeply with people. Jewellery that tells stories, evokes emotions, and becomes cherished inheritance. It’s about earning trust through uncompromising quality, ethical practices, and genuine relationships with customers. Success is not just measured by numbers but by the smiles and loyalty of those who wear our creations.
My advice to the next generation: stay passionate, embrace innovation, but honour tradition. Value your artisans — they are your greatest strength. Create with heart, stay true to your values, and success will follow.
Anything else you may wish to add.
Well, keep shining, keep hustling, and always remember: behind every dazzling design is an artisan who deserves a standing ovation — and probably a cup of chai!