Craftsmanship, innovation, integrity and empathy: DevjiAurum’s business cornerstones work wonders to keep the flag flying high

Mahesh Devji, managing director of DevjiAurum in Bahrain, speaks to The Retail Jeweller World about the learning curves during the pandemic, and the growth measures his brand has taken to keep the roots spreading

2021 is the beginning of a new decade, what is your vision for your organization and the overall jewellery industry in the region.

Since 1950, Devji has grown around its four foundation stones —craftsmanship, innovation, integrity and empathy. Challenges can become an opportunity if the foundation of the company is strong. Our group will continue to build on its values and invest more time in building partnerships and technology. 

What so you think the industry has learnt from the pandemic? 
There are three very important things that the pandemic has taught us. Firstly, gold jewellery is still a form of investment for a large chunk of clients in the region. Secondly, it has taught us to value partnerships. Strong tie-ups between B2B companies did well during this time. Thirdly, most of us have realised the importance of investing in talent in all forms.

What products, according to you, have done well in the UAE this year in terms of gold,diamonds, coloured gemstones, platinum or other components? Have there been any specific trends? 

All forms of jewellery have done well. Gold did the best. Designer jewellery crafted in diamonds and precious stones and gems also have done well. 

How do you see the post pandemic and current scenario in retail? 

The retail world will pick up slowly but surely, once stability returns. This, I feel, will take some time. However, businesses will need to build models keeping the pandemic in mind for some time. 

How has digital media and technology helped? What other improvements would you like to see?

The digital media has proved to be a great asset, and in certain ways, a boon for the industry when it comes to promoting products and services. I feel entrepreneurs will need to spend more time understanding this so that they can use them effectively in their future models. 

Courtesy: Retail Jeweller World News Service