NISHITH SHAH, CEO of La Marquise Fine Jewellery, Dubai, sheds light on the key factors contributing to the success and growth of their 37-year-old jewellery retail brand.
Central to their accomplishments is their award-winning state-of-the-art manufacturing facility employing 150 artisans who manufacture jewellery of the highest standards, making them one of the largest manufacturing units in the UAE, focused on fine jewellery using 18-karat gold. Shah believes that the brand’s success can be attributed to its varied product line, exemplary craftsmanship, and providing customers with a pleasant buying experience, creating a positive and memorable encounter at every touchpoint. Moreover, the company’s strong service philosophy underpins their commitment to customer satisfaction, allowing them to maintain a competitive edge in the market.
The story of La Marquise began in 1986 in Dubai, United Arab Emirates. A chance meeting between a visionary and diamantaire, who together had a common vision to transform precious gemstones into wearable objects of art.
The brand has been built on a strong foundation and has carved a global niche for itself through its award-winning designs, market leading product range, unparalleled service, and a growing, loyal clientele.
Overall, the La Marquise group has more than 250 employees working to manage its global operations. Nishith Shah, CEO and Design Head, of the company has an in-house team of 10 hand designers, 20 CAD designers and a team of product development experts.
Shah reveals, “Within our factory, we also have master artisans who have the sole responsibility of working on high jewellery creations. These are initiated though a timely design calendar and also through the procurement of rare and precious diamonds and gemstones.”
And what about the India connection? Shah states, “There is a strong connection to India. It’s the country where my father, Paresh Shah, started his diamond journey and even though we have moved our head offices to Dubai, we still procure and trade within the Indian market. We are also expanding our manufacturing unit in Mumbai and will be participating in IIJS later this year.”
The brand appeals to a varied clientele with a wide variety of eye-catching designs that are displayed in retail boutiques having a plush ambience. Speaking of the target audience, Shah remarks that the “La Marquise’s customised approach and inclusive portfolio has attracted the attention of fashionable socialites and is graced by women belonging to almost every segment of society.”
In order to keep up with the design trends, Shah notes, “As a brand, we participate in 21 exhibitions globally covering the USA, Europe, the Middle East, Far East Asia and the Indian subcontinent. This exposure allows us to connect with various cultures and study the evolution of fashion in these markets. Our product development experts study global market trends and buying patterns to develop concepts and collections that can then be introduced in the market.
“We then develop collections that can work within these trends for capsule collections. For in-house collections, we channel our energies to develop pieces that stand the test of time.”
Speaking about the trends, Shah says that their clients usually gravitate towards diamond jewellery and prefer to add sizeable colour stone jewellery to their collections. “We are seeing that yellow gold jewellery is making a strong comeback resulting is a small decline in rose gold jewellery sales.”
In the digital age, La Marquise has managed to perform both online and offline due to early adoption, consistency, a willingness to evolve and an unwavering belief to see it through – it’s that simple, notes Shah. “Our entire philosophy has been to adopt new ideas, technology and machinery when available as these tools have been invented to help in ease of business or brand operations.”
A strong digital presence has definitely helped the brand to attract Dubai’s diverse consumer market. “Along with this, we focus on outdoor branding and targeted events, helping us connect with our clients on a one-on-one basis,” Shah adds.
Building relationships and keeping the client at the heart of the business is the mantra that La Marquise has adopted. Shah comments, “Our marketing and branding efforts are all geared towards ensuring that we build a personal connection with our clientele. Apart from this, the product and its finishing does speak for itself and goes a long way into ensuring clients keep coming back for more.”
In order to expand its reach and product lines, the brand constantly looks for new locations and markets to increase its retail footprint. Shah reveals, “ We have three in the pipeline for the next 12 months and are working on new concepts and collections for the same.”