MITESH KHIMJI, Director, Khimji Jewellers, Odisha, speaks to Solitaire International about the company’s preparedness to adapt to the ever-evolving landscape of consumer demand, staying one step ahead is the mantra for this retail jeweller, which has boasts nine showrooms across the state, and plans to open more doors soon. Khimji reveals that the diamond sales have skyrocketed after Covid and contribute 10% of its turnover!
Can you share the story behind Khimji Jewellers and how it has evolved over nearly nine decades? How many showrooms do you have, and are they all based in Odisha?
Our story had its humble beginnings in 1936, the same year the state of Odisha was formed. In a way, we are as old as the state of Odisha itself. Our journey began in Baripada, a town in the northernmost part of Odisha. Over the years, we have expanded our presence across the state.
In 1984, we opened our second showroom in Bhubaneswar, the new capital of Odisha at the time. Today, after nearly nine decades, we operate nine showrooms – four showrooms in Bhubaneswar and one each in Cuttack, Berhampur, Puri, Rourkela, and Jharsuguda. We are the biggest regional retailer in Odisha and have plans to expand and penetrate further into the state.
What sets Khimji Jewellers apart regarding craftsmanship and design philosophy?
Having deep roots in the jewellery industry, Khimji Jewellers is now led by the fourth generation, myself and my brother Sumeet Khimji. Craftsmanship and design philosophy is in our DNA. What sets us apart is our ability to cater to the cosmopolitan tastes of the people in Odisha, offering a complete spectrum of jewellery designs under one roof.
Odisha’s cosmopolitan nature allows us to embrace and offer diverse designs. In our showrooms, you will find a wide selection of jewellery featuring plain gold jewellery, studded gold jewellery, Fusion polki and kundan from Rajasthan, top-of-the-line coin battuta chains, machine-made chains, Italian jewellery, and internationally manufactured jewellery from Singapore and Turkey. We also have a variety of designs in the renowned Bengali and filigree jewellery for which Odisha is quite famous.
How does Khimji Jewellers blend tradition with modern trends in its jewellery creations? Could you highlight some of the signature collections or pieces that embody the essence of Khimji Jewellers?
At Khimji Jewellers, we have a rich tradition of blending timeless designs with modern trends in our jewellery creations. One of our standout collections is our exclusive Fusion Polki collection, which beautifully fuses traditional Polki designs with contemporary styles to meet current trends.
Another notable collection is our Rangoli line of coloured stone jewellery, showcasing vibrant and exquisite designs. Additionally, we offer a unique collection of pendants, starting with the Vaikunth collection, featuring 21 exclusive pendants of Lord Jagannath. We also have the Sai Collection, which includes pendants dedicated to Shirdi Sai Baba, and the Vinayak Collection, dedicated to Lord Ganesha.
As a brand with a rich legacy, how does Khimji Jewellers stay relevant in today’s ever-changing jewellery market?
Well, we are not just 90 years old, we are 90 years young! We remain young at heart, and this vitality is evident in every aspect of Khimji Jewellers, from our showroom interiors to our design language and marketing initiatives. We take pride in being at the forefront of the business community in Odisha since our inception in 1936, when we became the first organised jewellery retailer in the state.
In the modern context, with the evolving landscape of Gen Zs and the influence of social media, it is crucial to offer products that appeal to the new generation. We ensure this by constantly upgrading our collections to include the latest trends, such as invisible settings in diamond jewellery, budget-friendly diamond jewellery, and gold jewellery in various polishes like rose and vintage gold, as well as platinum and gold fusions.
Furthermore, this contemporary spirit is reflected in our showrooms, all of which have been recently renovated as part of a comprehensive rebranding exercise aimed at appealing to today’s youth. We are also very active on social media and in the marketing space, continually engaging with our audience to stay relevant and connected.
What are some of the current trends in jewellery that Khimji Jewellers is observing among modern consumers?
Post-Covid, we have observed a significant shift in the spending patterns of consumers, particularly in Odisha, which is traditionally a very budget-conscious market. Before the pandemic, gold jewellery dominated our business, contributing almost 95% to 98% of our turnover. However, today the younger generation is spending more on jewellery not just for investment purposes, but also for adornment and expression. This shift has led to a substantial increase in the demand for diamond jewellery. Post-Covid, our diamond sales have surged remarkably and now contribute approximately 10% of our turnover, with an impressive annual growth rate of around 20%.
This indicates that modern consumers are looking for variety and value in their jewellery choices, seeking pieces that reflect their personal style and preferences.
What are some popular gemstones, metals, or design styles that are trending among your clientele?
Well, among the popular gemstones, we have seen a significant demand for rubies and emeralds. Our Ruby and Emerald collections have been performing exceptionally well in the coloured gemstone category.
In terms of design and styles, there has been a noticeable shift in preferences among our clientele. While plain gold jewellery was predominantly preferred in the past, recent times have seen an increasing interest in coloured stones. Additionally, antique finishes and temple jewellery have become quite popular and resonate well with our customers, reflecting their evolving tastes and appreciation for both traditional and contemporary aesthetics.
With the rise of digital and social media platforms, how does Khimji Jewellers engage with and cater to the preferences of digitally savvy consumers?
Consumers today are increasingly engaged with digital and social media platforms, and at Khimji Jewellers, we prioritise our presence in this space. We maintain vibrant and active social media handles on Facebook, Instagram, and YouTube.
One of our recent ad campaigns, the “No Compromise” campaign, exemplifies our digital engagement. This campaign, which was launched across TVCs, digital platforms, and YouTube, garnered almost 3.9 million views in a span of four months. We also regularly engage with local influencers who support our new collections, store launches and campaigns, helping us reach a wider and relevant audience.
What future plans or initiatives does Khimji Jewellers have to expand its reach or offerings?
This year, we plan to open additional showrooms to cover the geographical expanse of Odisha more extensively. Our goal for the next three years is to establish a Khimji showroom in every district headquarter, ensuring that our exquisite jewellery and exceptional service are accessible to customers throughout the state.
We are excited about the future and remain dedicated to bringing the best in jewellery design and craftsmanship to all corners of Odisha.