Khushi Jewellers looks to spread the polki magic through Indian art

Mohit Khatwani of Khushi Jewellers does exactly as the name of his brand suggests — spread happiness through beautiful studded jewellery. The Retail Jeweller World takes a look at the brand that started in Bur Dubai

Talk to us about your brand. When did you discover your love for jewellery?

We were established in 1991 in Bur Dubai’s Meena Bazaar area. We were the first jewellers to open an outlet in a predominantly textile market. Since then, over 50 shops have opened in the area. We are also known for our curated collection of gold, kundan, polki and bridal jewellery collections in diamonds. We are also proud of the trust and loyalty we have built among our customers, and in our stellar customer service.

Our love for jewellery came in with our customers who gave us the support, feedback and inspiration in bringing to fruition the one-of-a-kind jewellery that we aspire for.

What kind of designs do you think do well? What inspires yours?

In gold bridal jewellery, traditional styles always work but we add an aesthetic by using fine engraving, minakari, and gemstones for a royal look. With diamonds, we like to cater to a more designer and classic look of jewellery. The same goes for our polki line, where we have a mix of both traditional and contemporary designs.

As far as Indian jewellery goes, the inspiration comes from all over — architecture, art and centuries of handmade jewellery.

 
How would you describe your style?  What is your design language?

Our style is predominantly classic, since we believe in heirloom pieces that can be passed down over generations. We believe in luxury, art and beauty with an attention to detail.

How do you think the jewellery industry in the Middle East has evolved with time?

The jewellery industry has grown and evolved greatly in the Middle East, with Dubai being the leader and jewellery hub for the neighbouring GCC countries due to its global position as a tourist and commercial destination.

Do you have any favourite metal or gemstone you like experimenting with?

We still prefer to work with 22k gold jewellery sourced from Turkey and UAE. We are also working a lot with rose and white gold diamond jewellery. In gemstones, we see a rising trend of light-coloured gemstones, such as Russian emeralds and pink/rose quartz.

Talk to us about some of your most memorable collections.  What is your personal favourite till date ?

Being one of the first to introduce Polki in the Middle East market, we are proud of our “Art of Polki” collection, launched years back at the Marriott Marquis

What are your feelings about sustainable jewellery designing? How do you incorporate that in your work?

We are proud to be associated with vendors who have a strong policy on sustainable jewellery designing and manufacturing. We are undertaking initiatives in our communications with our customers and marketing collaterals.

Where do you think retailers and manufacturers need to improve when it comes to the jewellery industry?

There should be more transparency in the supply chain. More emphasis on ESG will further enhance and lead to more ROI for all stakeholders in the industry.

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

We have seen sustainable and organic growth in the past decade, but have turned more innovative and are using omni channels to increase our revenue. We are looking at increasing our digital presence, and also at more innovative ways to improve the customer experience.

What have been the learnings from the pandemic for our jewellery industry.

For one, it has helped at looking for ways reduce our overheads where unnecessary, since fixed costs cannot be avoided. There is also more focus on more affordable jewellery.

What products according to you, have done well in the region this year in terms of gold / diamonds / coloured gemstones / platinum / anything else?

There is more focus on lightweight gold jewellery, and more affordable diamond jewellery.

How do you see the post pandemic and current scenario in retail?
The whole retail industry, jewellery included, is going through a disruption due to the pandemic with jewellers relying on private viewings and exhibitions, and a focus on e-commerce and social media to drive sales.

How has digital media and technology helped the jewellery business and what would you like to see more?

Digital media and technology have been a boon in many ways and those who have adopted early are bearing the fruit. We will hopefully see more customers coming online to buy jewellery as the trust factor deepens gradually.

What is your advice for retailers to do well in the post-pandemic era?  Be more innovative and to adopt digital early to avoid being left behind.

Courtesy: Retail Jeweller World News