Ajanta Jewellers marks 55 years in UAE, unveils strategy to captivate the young customer

The luxury jewellery brand operates its flagship store on Hamdan Street in Abu Dhabi, and boasts a collection of 22-karat gold and diamond jewellery, besides precious gemstones and bullion. The brand plans to introduce new jewellery concepts to stand out against competitors and cater to the younger generation 

Abu Dhabi (UAE): With a focus on quality and affordability, Ajanta Jewellers operates its flagship store on Abu Dhabi’s Hamdan Street, which the brand has ruled for over five decades. It is celebrating the milestone of 55 years dedicated to adorning lives with elegance and grace. This year also marks a strategic shift for the brand as it is maximizing its product range by introducing new collections to stand out against competitors in the market. It is also launching an e-commerce platform.

Tushar Patni, Managing Director, Ajanta Jewellers, reflects on the journey that began by watching his father at work. “In 1968, when Abu Dhabi was nothing but endless stretches of golden sand, my father, Mahendra Patni, along with his brothers, embarked on a remarkable journey. Armed with determination and a love for craftsmanship, they established Ajanta Jewellers, a humble single-shutter store that would eventually transform into an oasis of elegance for the modern day,” he shares with The Retail Jeweller Middle East.

Born into a family with a long lineage of goldsmiths, Patni’s passion for the craft runs deep. At just 19 years of age, he had already joined the ranks to prove his worth alongside his father and uncles. His 40-year legacy carries forward with the support of Patni’s two sons, Anirudh Patni and Varun Patni, infusing the brand with third-generation zeal to uphold and carry forward the ancestral brilliance that has defined Ajanta’s journey. 

When customers enter Ajanta Jewellers, they are surrounded by a kaleidoscope of 22-karat gold and diamond jewellery, precious gemstones, as well as 24-karat pure gold bullion. “Our team of skilled designers collaborates closely with clients to create bespoke one-of-a-kind custom jewellery. The ‘Diamonds by AJ’ collection offers a wide range of daily wear contemporary pieces that complement both South Asian and local tastes. From intricate bridal sets to statement pieces, every design reflects the wearer’s personality and aspirations,” says Anirudh Patni, Director, Ajanta Jewellers.

To align with the ever-changing customer landscape, the brand launched a special 18-karat gold line that caters to the younger generation. They have also introduced mixed metal jewellery that displays more vivid colours than the typical yellow gold. 

“Nowadays, the value of gold jewellery has evolved to be more of a personal expression of style and culture, whereas it traditionally was bought as an investment. Keeping these trends in mind, we have always tried to align our perspective with the new type of customer, who is searching for a piece that will help share their story with the world. We have noticed that aspirational high-value pieces are standing out far better against your typical bread and butter goods. The customer wants their jewellery to reflect their identity and values, and they will not settle for anything less than the best,” claims Varun Patni, Director, Ajanta Jewellers.

The Ajanta strategy is to offer show-stopping pieces at affordable price points. For Tushar Patni, Ajanta Jewellers is more than a business; it’s a passion. He confides, “Our greatest joy lies in our customers’ happiness. We are so fortunate to have had the chance to create special wedding jewellery for so many of our clients who still cherish their heirloom pieces today. In fact, I am now seeing the same heirloom pieces my father made back in the day for his customers presented into my hands. For me, that is the most special feeling.”

This year, the brand is focusing on closing the gap between exclusive and unique jewellery collections and their accessibility to customers who are looking for the perfect piece without breaking the bank. This strategy enabled Ajanta Jewellers to win the “Best Value Jewellery in UAE” award at the Retail Jeweller Dubai Forum, a testament to their dedication to quality and affordability.    

Written by Bushra Satkhed

Retail Jeweller World Exclusive