Keen interest in the family business coupled with sheer dedication and will to promote fine diamond jewellery transformed Rajesh Tulsiani to one of the finest jewellery businessmen in India today. As a Director for the House of Dwarkadas Chandumal during the last twenty six years, challenges were a way of life for Rajesh who, armed with a commerce degree, took up the legacy built by his father – Dwarkadas Tulsiani.
Creating innovative designs, incorporating different shapes of diamonds and color stones, is his forte. His flair for statement jewellery and bold pieces are highly appreciated by his contemporaries as well. With a strong hold over contemporary designs, his efforts have ensured that the ‘brand’ is synonymous with magnificence and grandeur. His passion is driven by the vision to take the brand to another level by opening more stores all over India. Rajesh has been instrumental in making the name ‘Dwarkadas Chandumal Jeweller’ into a couture jewellery brand in Mumbai.
In an interview with Rough&Polished, Rajesh spells out his dreams for the ‘Brand’ he cherishes...
Dwarkadas Chandumal Jewellers has catered to the Indian jewellery connoisseurs for many years now. While giving an overview of your company, can you also run us through the company’s growth over the years, and its present standing as a high-end jeweller?
With magnificence and bridal grandeur at our core, we at Dwarkadas Chandumal Jewellers, pride ourselves in the ability to create designs that impress and create awe. From our origins in 1958, our brand has design sensibilities that differentiate us from our respected contemporaries. Our attempt at originality and perfect craftsmanship come together and positioned us in the heart of our customers. With a huge and diverse collection designed to propagate our “Larger than Life” theory, our brand aims to leave every customer with a token of timeless excellence. Being a veteran brand in the jewellery export as well as import business for decades, it has been a wonderful journey for us as we have received a nod of appreciation from one and all and the necessary support and love that has helped us grow. From a one-man shop at Zaveri Bazaar to a multiple retail format today, we are spread over three retail stores and also participate in international exhibitions and trade fairs to share our passion for jewellery. A one-stop shop for all your jewellery needs, we believe in transforming your hopes, dreams and aspirations into an ornament that becomes your legacy and can be passed down over generations.
Your company’s jewellery is known for exclusive designs. What type of jewellery are you generally known for? Plain gold, coloured stone studded, diamond studded...?
Our relentless endeavour to achieve excellence is what guides our dedication and devotion towards crafting designs that honour the true exquisiteness that jewellery should have. Our solid belief in setting trends and making the wearer feel strong and radiant like the diamond that she adorns is what earns us our deserved place in the industry today. Our forte lies in exquisite jewellery, be it gold or diamond studded jewellery that will always resonate with our clients’ emotions and sentimental pride.
What transformations have you seen over the years in terms of diamond / colour stone / gold content, as well as design in jewellery in the Indian market?
As time progresses, it is but natural that technologies, facilities and new findings will shed light on improvements that will enhance the ornaments today. Diamonds used to have lesser facets earlier in the day but today there are more facets that enhance the fire and overall appearance of the diamonds. Gold used to be made in 14 karat, but today is made in 18 karat. With regard to the design factor, today more contemporary designs have come into play along with a fusion look. The polish as well as setting has also changed which gives an entire makeover to the ornament hereby making it ready for today’s woman.
Do you think diamond jewellery has made a mark in the Indian market of late? And how important is the diamond content in your jewellery?
Diamonds have always been a girl’s best friend, the world over and India is no exception. It is no secret that India is one of the largest consumers of gold and diamonds today. Always an attraction is towards this precious and oh so glittery stone, diamonds demand a huge market in India. As time has progressed, the essence of diamond jewellery has definitely escalated and now shares the top position with gold jewellery. Diamonds lend class, grandeur and style to any outfit and occasion and have become the ‘go to stones’ for Indian and western occasions alike.
In general, do high-end jewellers find themselves competing for a market share with the pure gold jewellery? Or even other lesser priced studded jewellery, given that volume sales are more in that space?
High-end jewelers do not compete with the pure gold jewellery segment as both are completely different markets and the usage for both of them is quite different. As for lesser priced studded jewellery, there is really no comparison with what we do – again very different products and target markets.
What is your opinion on the current domestic market as far as diamond jewellery demand is concerned. And what is the trend, especially in quality / size / colour of diamonds that are in demand (in jewellery) nowadays?
Today, Indian consumers demand for G H I color diamonds with a VVS/VS clarity. Sizes differ as per the requirements.
And how do you assess jewellery sales during Diwali in the domestic market, given all the challenges of recent times?
Dhanteras and Diwali are considered to be a very auspicious days to buy gold in our country. We have seen a huge response and our stores were fully packed during this festive season. However, the sales have not met up to the expectations as compar
ed to last year. We are also seeing a lot of pull due to the wedding season coming up. With the new government, there are also newer policies and the customers had expected a fall in prices. However, there hasn’t been much difference in the rates and hence the sales carry on as usual.
Your views on online jewellery business in general. Do you have an online presence?
Jewellery being a luxurious commodity, consumers still prefers buying jewellery only after physically seeing what they are buying, from a jeweller that they trust. While this mindset may change in the years to come, but currently a consumer will only purchase jewellery online if the amount to be invested isn’t very large. We do have a website but do not retail our jewellery online.
Aruna Gaitonde, Rough&Polished, India
