“Sustaining a legacy means empowering the new generation to build their own identity.”
Akshay Chawla, GIA Graduate Diamonds and Punjab Jewellers and Sons
“Knowledge instills credibility, which is essential in an industry where trust is paramount.”
Can you tell us about the journey of Punjab Jewellers and Sons from its inception?
Sanjay Chawla: Our family’s journey in the jewellery business began in 1880, when our ancestors started their jewellery business in Lahore, Pakistan. Back then, Lahore was a hub for royalty, who sought gems like diamonds, coloured stones, and exquisite jewellery. Our great-grandfathers established the business in the Anarkali Market, marking the beginning of what would become a legacy.
Following the Partition of India in 1947, our family relocated, leaving behind everything in Lahore. Initially, we moved to Jaipur, then Delhi, and Kanpur, before finally settling in Lucknow. In 1949-50, we opened our first shop under the name Punjab Jewellers in the Ameenabad area of Lucknow. Starting from a small, rented shop, my grandfather and father rebuilt the business from scratch, working tirelessly from early morning to late night to establish a foothold in a new city. The name Punjab Jewellers carried forward our heritage, and we became pioneers in the region.
I joined the business in the mid-1980s, during my late teens, while completing my graduation. At that time, the jewellery trade relied heavily on craftsmanship, with artisans creating intricate designs entirely by hand. A single necklace often took ten days to complete. The designs were limited, yet each piece was unique and highly valued. Over time, as innovation and modern techniques evolved, we adapted and expanded our offerings to meet changing customer preferences.
In the mid-1980s, I received training in diamonds in Bombay, a time when formal courses were scarce. My learning came from hands-on experience—studying theory at night and practicing with diamonds by day under the guidance of assorters. This foundation enabled me to introduce diamond jewellery to Lucknow, making us one of the first to pioneer this segment in the city.
Today, the business thrives under the stewardship of my sons, Akshay and Adit. After completing his graduation, MBA, and specialized training from GIA, Akshay joined the business, bringing fresh perspectives and modern approaches. Together, we have embraced advanced tools and technologies to further elevate our legacy. From gold to diamonds, we’ve consistently delivered excellence across generations.
What inspired you to take over the family business? How do you think a GIA credential helps you in your business?
Akshay Chawla: Many people want to continue their family businesses, and for me, it was no different. I grew up watching my father, grandfather, and uncles working tirelessly. The strong foundation they built through hard work and dedication inspired me to contribute to its growth. It felt like my duty to carry forward this legacy and enhance it further.
The jewellery trade, in particular, is fascinating. It combines innovation, craftsmanship, and creativity, making it a truly beautiful and rewarding industry. Given its unique blend of artistry and business, it felt natural for me to join this sector. It was a lucrative choice, especially in today’s dynamic and evolving market. Once I entered, I realized how fulfilling it was to build upon the legacy my family had created and to strive to take it to even greater heights.
Two key factors have significantly contributed to my journey:
- Knowledge:
Knowledge is the cornerstone of this business. Understanding gemstones, their structures, and their true value gives you a significant edge. When you know exactly what you’re selling or buying, it boosts confidence—for both you and your customers. For example, being able to explain the chemical structure of a stone to a client creates trust. Customers appreciate expertise, and it’s often the knowledge you share that helps you close a sale. My education at GIA has been instrumental in this regard. It equipped me with a deep understanding of gemstones, enhancing my ability to provide accurate information and build trust. Knowledge instils credibility, which is essential in an industry where trust is paramount. - Credibility and Visibility:
GIA has also helped me establish credibility. Being listed on GIA’s Retailer Lookup section has brought new customers to our store. Just recently, a customer searching for a 1.5-carat solitaire found me online, likely through Google or the GIA website. After visiting multiple stores, he decided to visit ours. What stood out to him wasn’t just the pricing but the detailed knowledge I shared. I made it a point to educate him about the stone rather than focusing solely on the sale. This approach resonated with him, and he chose to buy from us. That single interaction not only led to a successful sale but also resulted in multiple follow-up orders. These experiences reaffirm that knowledge and credibility are crucial in the jewellery trade. Building trust and delivering value go hand in hand, and these principles have been key to my growth in this industry.
How do you think Punjab Jewellers & Sons has preserved its cultural and traditional values while adapting to changing market trends?
Sanjay Chawla: In our jewellery business, trust is the foundation. Building trust is the first and most important step—when you establish trust, it becomes possible to expand any business. The second key element is personal touch. It’s vital to maintain connection with customers. While modern businesses often rely on staff or teams to handle clients, in our jewellery business, it’s essential to personally engage with customers. Your identity and personal touch create a strong bond, which in turn builds your reputation and value in the community.
Once you’ve established trust and a personal connection, integrating modern innovations becomes crucial. Whether it’s adopting the latest trends, leveraging social media, or exploring e-commerce, staying current ensures your business remains competitive. By combining these elements with proper education—such as learning about diamonds from GIA or pursuing an MBA—you can elevate your business to new heights.
The jewellery business is inherently fascinating. It’s not just about selling products; it’s about building lasting relationships. When customers visit, it’s not only about their purchases but also about engaging in meaningful conversations—whether it’s about weddings or other personal milestones. This creates a personal connection that builds long-term loyalty and trust, which can then be passed on to the next generation.
As the next generation joins the business, their energy and modern perspectives blend seamlessly with the experience and legacy of the older generation. By incorporating modern technology, social media strategies, and advanced equipment, the business becomes more dynamic and interesting for everyone involved.
Akshay Chawla: Our business has always been personalized customer service, a value deeply ingrained since its inception. My father, grandfather, and forefathers have always emphasized the importance of giving personal attention to every customer, and we continue to uphold this tradition.
Our craftsmanship is a hallmark of our brand. We are renowned for our Amritsari jadau jewellery, traditionally known for using the highest quality gemstones. We proudly uphold this tradition and use only the finest stones. Quality is our top priority—we use natural diamonds and near-colourless stones, ensuring exceptional standards in every piece
While staying true to our roots, we have embraced modern trends to expand and innovate. Our strong presence on social media and the launch of an e-commerce platform reflect our commitment to meeting evolving customer needs. To further diversify, we have introduced specialized sub-brands: My Carat, which offers lightweight office jewellery that blends elegance with practicality; House of Chandi, which focuses on designer silver jewellery to meet the growing demand for unique designs; and Vi Wow, which specialises in engagement rings, creating timeless pieces for life’s most memorable occasions. This harmonious blend of tradition and innovation allows us to uphold aesthetic excellence, adapt to changing market trends, and consistently deliver unmatched quality and service to our customers.
Can you share your perspective on what you see as the distinctive advantages and challenges of operating within a family-run jewellery business, particularly during the transition from one generation to the next?
Akshay Chwala: Every business has two sides, and for a legacy business like ours, there are both advantages and challenges.
Our business thrives on trust, reputation, and quality—values that have been established over decades. The foundation built by my forefathers gives us a loyal customer base and trusted vendors, creating a strong starting point. Family-driven values like personalized customer service, unwavering quality, and ethical practices remain integral. Moreover, there’s an emotional drive to continue the legacy, which instils passion and a long-term focus to sustain and grow the business.
Modernization poses challenges, such as adapting to machinery, 3D rendering, and evolving production methods while maintaining the essence of craftsmanship. Changing customer demands and market trends sometimes necessitate adjustments in quality and pricing. Additionally, aligning perspectives within the family and navigating operational changes, such as transitioning to digital systems, can delay decisions.
Emotional pressure is another significant factor. Carrying forward a respected legacy involves meeting customer expectations and upholding the family’s reputation, which can be demanding. Despite these challenges, our shared vision of customer satisfaction helps us overcome hurdles and move forward.
Sanjay Chawla: To carry forward a legacy, it’s essential to listen to everyone’s perspectives and balance new trends with traditional values. Challenges often arise, but through open discussions and mutual understanding, we find solutions and move ahead with decisions that support growth.
A significant aspect of sustaining a legacy is encouraging the new generation to build their own identity. It’s not enough for customers to recognize the family name—they should connect with the individuals behind the brand. When the new generation establishes their identity, they develop a stronger interest in their work, attract new customers, and bring fresh ideas to the table.
This process energizes the business. Engaging with social media, creating content like reels, and interacting with media adds a dynamic element that makes expansion enjoyable. It fosters creativity, leads to opening new branches, and builds new brands. By combining tradition and innovation, we ensure the
Could you share some essential advice and lessons for aspiring entrepreneurs who wish to start their own business venture in the gem and jewellery industry
Becoming a jeweller is one of the most fulfilling careers, offering a blend of creativity, craftsmanship, and legacy-building. To excel in this field, aspiring jewellers must aim for excellence and commit to building a legacy. Success in the jewellery business is rooted in several guiding principles. First, having a long-term vision is essential; jewellery is not a sprint but a marathon. While short-term trends can be tempting, the focus should remain on sustainable growth, building a loyal customer base, and maintaining a commitment to quality and strategy.
Mastery of skills is equally crucial. Understanding the craft and staying connected with experienced artisans can elevate your expertise. Knowledge of gemstones, gold, and silver, coupled with proper education and certifications, instils customer confidence. For instance, credentials from institutions like GIA simplify the sales process by assuring customers of quality.
Trust, the foundation of the jewellery business, is built through prioritizing quality over quantity. Exceptional products foster long-term customer relationships and a reputation that can sustain a business for generations. However, success in this field demands hard work and sacrifices. It’s not just about buying and selling gold; it requires dedication, late nights, and sometimes putting personal time aside to meet business commitments.
The location of your store is another critical factor. Understanding local craftsmanship, customer preferences, pricing, and design trends enables jewellers to offer tailored products that drive consistent growth. Above all, passion for the craft is the driving force behind success. The vast and fascinating world of jewellery encompasses design, coloured stones, and evolving trends. Without passion, it becomes challenging to navigate pressures and truly enjoy the journey.
Starting a jewellery business with proper education, skills, and vision lays a strong foundation. For those continuing a family legacy, leveraging an established reputation while innovating with modern trends is key. For newcomers, success requires grit and determination. As the saying goes, “No pressure, no diamond.”
Do you think the next generation leaders should gain prior work experience before joining the family business?
Akshay Chawla: After completing my post-graduation, and GIA Graduate Diamonds Diploma I decided to gain practical experience in the jewellery industry by working in a store. This experience was both enjoyable and challenging. The pressure of performing, maintaining a clientele, and navigating the responsibilities of being an employee taught me a lot.
One of the most valuable lessons I learned came from working in a prominent store in Bandra. In the family business, if you make a mistake, there’s always someone there to back you up. But in a store setting, you’re on your own, and if something goes wrong, you have to take responsibility for it. This was a crucial turning point for me. It helped me develop skills such as directly handling customers and gaining firsthand knowledge of the industry.
What stood out most during this time was the importance of proving myself based on my own merits. Customers would respect me not just because I was part of a family legacy but because I had worked outside of the family business, gaining real-world experience. This credibility—earned through knowledge and hands-on experience—was vital in building trust with customers.
Sanjay Chawla: When I joined the family business at the age of 17, it was a different time. I was still studying for my B.Sc., and my father would often find small reasons to get me involved at the shop. For example, he’d say he wasn’t feeling well or that my older brother needed help, so I’d attend a couple of classes and then head to the shop. This was around 1985-86, and back then, the common practice was to get the next generation involved in the business early to prevent distractions and ensure they would eventually take over. The idea was to start working young, get married by early twenties, and then focus solely on the business.
However, times have changed. The current generation faces a much more complex landscape. Today, running a successful business is a much broader game, with opportunities of working with multiple showrooms and expanding operations. This makes proper education, guidance, and a long-term vision even more important.
For today’s generation, education is key. Like any other profession—be it medicine or engineering—jewellery requires serious training. You can’t afford to waste time. Akshay took courses in accounting and completed his GIA Graduate Diamonds Program while still in college. The key is to start early and combine education with practical experience.
Can you share any memorable interactions with customers that left a lasting impact?
Sanjay Chawla: Over the years, I’ve had the pleasure of interacting with countless customers. We’ve had discussions about families, parties, and, of course, business. But what really makes it special is when you connect with customers on personal level. I always advise the new generation to add a personal touch to every interaction. While the staff may handle day-to-day operations, it’s essential for the business owner to stay involved and maintain direct contact with customers.
I recall an incident from about 20 years ago at my old shop. At that time, the shop was busier, and the area was much smaller, but we still made a point to connect with everyone personally. One day, a lady came in to buy some jewellery. She was staying at a hotel and wanted the pieces delivered to her there. The staff was handling the transaction, but I decided to step in, as it was customary in our family for the business owner to take direct control of the deal. After some conversations, I learned that the lady was representing a well-known celebrity. Curious, I decided to visit her at the hotel to ensure everything was in order. I went with one of the staff and was surprised to find out that she was with Saif Ali Khan, who was in town shooting for the movie Omkara.
We spent time together, and after talking for a while, I got an order. The next day, Saif invited us to the shooting set. We met Ajay Devgan, Vivek Oberoi, and other stars. This experience highlighted how personal connections can lead to new opportunities, especially in the jewellery business. Many stars and families have become regular clients over the years, and it’s these relationships that have helped us grow.
Akshay Chawla: I don’t have a star-studded story (admits coyly), but I do have a meaningful one that highlights the importance of personal connections in business. Recently, one of our long-time customers referred their children—our first-time clients—who needed an engagement ring the very next day. They hadn’t planned for it and were in a rush.
When they came to our store, the soon-to-be couple was looking for something unique, something that wasn’t readily available. Since we had a long-standing relationship with their family, I wanted to ensure we maintained that connection and met their needs, especially considering the emotional significance of the purchase. I knew this could turn into a great opportunity for us—an important customer for a wedding.
We worked quickly and managed to get a platinum ring made in just 5-6 hours. It wasn’t easy, as custom designs are hard to source on such short notice, but we found a way to have it crafted in South India. We sent one of our staff members to ensure the ring was delivered on time for the engagement the next day, even though it meant covering the delivery costs ourselves, with no profit margin.
In the end, the customer was extremely satisfied with the timely delivery, the quality, and the finish. They were so pleased that they returned to us for the wedding jewellery as well. This experience showed me the value of maintaining a personal touch and relationships. It’s not just about business—it’s about building trust and ensuring that customers feel valued at every step.”
What is your favourite gemstone and why?
Sanjay Chawla: Diamonds are truly forever, as they say, and often referred to as a girl’s best friend. There’s also the well-known saying, “No pressure, no diamond,” highlighting their rare and timeless nature. Diamonds are the only gemstone that has become truly rare, and when it comes to jewellery, they stand out for their elegance and significance.
At events like cocktail parties or family gatherings, diamonds radiate a sense of affluence that no other jewellery can match. While you can certainly pair diamonds with other stones like rubies, sapphires, or emeralds, it’s the diamond that provides the ultimate grace and sophistication to any piece. What makes diamonds even more appealing is their resale value, making them not just a symbol of luxury but also a smart investment.
For those looking for elegance, diamonds bring a unique charm. Whether it’s a working woman or a student, diamonds, especially earrings, complement almost every style and elevate the look in a way gold simply can’t. There’s a certain pride in owning diamond jewellery—when you invest in it, you feel the worth, and it adds to your sense of accomplishment.
Akshay Chwala: I believe diamonds are timeless, but another gemstone I really admire is emerald. Its vibrant green colour complements any fashion trend and remains versatile across various styles. Historically, emeralds have been cherished, famously adored by Cleopatra. While emeralds are not as durable as diamonds and require more care, they are still manageable once set in jewellery. The rich hue of emeralds is perfect for any occasion or event.
We also offer a GIA book “The Passion of Colored Gemstones” to our customers, providing them with a comprehensive understanding of gemstones. Customer satisfaction is our top priority, and this resource helps them make informed decisions