Coming from a family of jewellers in Delhi, expanding the renowned family business outside of India was left to Rajesh Khanna and he took up the challenge with determination. By inaugurating the ‘Jewel House’ in Bahrain in 1994, he was simply carrying on the family tradition which his forefathers began when they first launched the flagship store in Delhi in 1914.
The Jewel House is renowned for its exclusive hand crafted diamond jewellery. Not just for its exclusivity but for its authenticity and design. Looking back Rajesh firmly believes he succeeded because of Bahrain’s consumer behaviour, liberal economy and tourism friendly image. Rajesh and many other migrant entrepreneurs like him find a welcoming business environment in Bahrain. Outside the Jewel House store you will see the valuable ware at exhibitions and road shows as Rajesh is on a mission to put his family’s brand of jewels on the map of other countries as well.
It’s not always as easy as setting up a booth at a foreign exhibition then customers flocking in. Right after launching the business, Rajesh faced some initial hurdles. Operating in a new market meant learning about customer tastes from scratch. “Although quite similar in tastes, there are some distinct differences between designs preferred by Indian and Arab clients”, remarks Rajesh. However over the years, by investing time and effort in learning more about the customer preferences, Rajesh was able to build strong and loyal relationships with his clientele.
Like most in the industry, he struggled in the face of global recession. Given the state of the markets, he said he hoped more will be done by authorities to create ideal workshop zones and streamline the competition within the market.
The Jewel House has been able to face the economic crisis by continuing to create excitement in the market with its original designs and exceptional products. “To tackle the economic situation at home, our strategy has been to export to new markets abroad”, states Rajesh. Maintaining customers’ trust by delivering ornaments of a genuine quality and innovative looks are keys to succeeding in this industry he added.
Despite all that, Rakesh feels the institutional support he received from economic and tourism bodies of foreign countries was a large part of why he succeeded and lived through global market recessions.
After travelling the distance from India to Bahrain, Rajesh seeks to expand further within Bahrain and also in the Middle East region. With focused plans and a clear set of goals, it does seem like the dazzling creations of the Jewel House will make Rajesh a leading name in other foreign markets as well.