Raja Jewellers: Where timeless craft meets contemporary vision

Dr Tharanga Perera, Director of Raja Jewellers, traces the company’s remarkable journey that began with its foundation as EA Fernando Jewellers in 1928. Evolving into Raja Jewellers in 1962, the company established its head office and main showroom in Bambalapitiya in 1980 as a limited liability company. Today, Raja Jewellers has strategically embraced innovation to cater to a younger, digital-savvy audience. Key developments include the inauguration of a state-of-the-art showroom in Kiribathgoda and significant enhancements to its online platform. A beacon of excellence, Raja Jewellers has been honoured with several awards, including the prestigious 2021 National Business Excellence Award.

In this interview, Dr Perera shares insights into Raja Jeweller’s growth prospects and commitment to staying at the forefront of the industry. He begins by reflecting on the transformation of the company:

It began in 1928, when EA Fernando, laid the foundation for our legacy with the inception of EA Fernando Jewellers on Chatham Street. His dream was nurtured and expanded upon by his son, Raja Fernando. By 1962, he had rebranded the business as Raja Jewellers and established its head office at Bambalapitiya. The next phase of evolution came in 1985 when his sons, Ashoka and Athula Eliyapura, incorporated the business as Raja Jewellers Private Limited.

Our journey has seen both challenges and growth opportunities. Key milestones include inaugurating our head office and showroom in Bambalapitiya and launching branches in Negombo (2012), Kandy (2018), and soon, Kiribathgoda.

Our commitment to quality and artisanship was celebrated in 2018 when we clinched four Presidential Awards, distinguishing ourselves in categories like Best Manufacturer, Highest Hallmarked Jeweller and Best Jewellery Item. In 2021, we also received the National Business Excellence Award.

The past five years have been transformative. The pandemic reshaped consumer patterns, prompting us to innovate. We’ve unveiled collections catering to modern segments, like male customers. To meet the surge in online shopping, we’ve enhanced the Raja Jewellers website and rolled out virtual consultations, benefiting global and digital-first consumers.

At our core, our mission endures: delivering unparalleled quality, unmatched customer service, and leading the ever-changing jewellery industry.

Your Diamond Day initiative and the youth-targeted product launch stand out as innovative strategies. How have these endeavours enhanced your connection with diverse age demographics, and to what extent has the global digital shift driven your decision to debut the youth collection online?

Young adults, particularly those in their 20s and 30s, form a vital segment of our market. Recognizing their significance, our marketing efforts have been deliberately tailored to resonate with their tastes. We currently boast five collections, each heavily influenced by the preferences of this younger demographic. In August, we unveiled an online-exclusive product for this group.

One standout in our range is the “Twinkle Teen” collection, crafted with teenagers in mind and their affinity to modern aesthetics. It’s evident that youth lean towards global fashion trends. In response, our adept designers and artisans look to iconic brands like Cartier, Tiffany, and Chanel for inspiration. Our goal is to marry global appeal with timeless elegance and simplicity – qualities the youth appreciate. This approach shines through in our custom-made jewellery, designed to celebrate the individuality and preferences of each of our customers.

Your collections, ranging from Paragon to Serendib and Persona, are notably unique. How do you balance maintaining such distinct craftsmanship with adaptability to market trends?

At the core of our evolution is a robust in-house team comprised of skilled designers and craftsmen. We harness state-of-the-art technology, especially from technologically advanced nations, seamlessly merging it with our cherished traditional handcrafting techniques. This ensures our customers receive top-tier products, all of which undergo rigorous quality control checks.

Our manufacturing facility, one of the largest in Sri Lanka, employs over 100 dedicated craftsmen. The commitment to excellence doesn’t end there; we’ve implemented strict quality control measures, further evidenced by our ISO 9001 certification.

Our operations transcend the scope of a typical retail business. We have an integrated corporate structure encompassing departments like sourcing, administration, finance, and sales and marketing. Our recent recognition, the Business Excellence Award in 2021, is a testament to our industry-leading practices and commitment to excellence.

In the face of global economic challenges, how does Raja Jewellers adapt to shifts in consumer buying patterns?

In light of global economic shifts, particularly following the Covid pandemic, we’ve observed notable changes in consumer buying patterns. In response, we’ve diversified our collections to cater to distinct customer categories. To address the evolving preferences post-pandemic, we’ve introduced designs that are trendy yet simple, elegant, and lightweight.

Bridal jewellery remains a significant segment for us, given that in Sri Lanka, jewellery is an integral aspect of wedding traditions. Recognizing the needs of our more price-conscious clientele, we’ve designed pieces that align with contemporary trends while still being budget-friendly. Furthermore, our collaboration with leading Sri Lankan banks has facilitated easy payment schemes and credit card promotions to make purchases more accessible.

While international trends constantly evolve, our top management at Raja Jewellers remains engaged with global markets to stay updated. Yet, what’s worth emphasizing is our focus on the youth. We promote custom-made jewellery, enabling them to express their distinct personalities. The dynamic has transformed; whereas once jewellery was a cherished heirloom passed down and stored safely, today’s youth seek pieces that can be worn daily, resonate with their style and are suitable for various occasions. We are fully equipped and enthusiastic about catering to this evolving demand, especially as it emerges strongly from the youth.

What are your plans for growth and how will you leverage contemporary and custom-made jewellery to penetrate new market segments?

Opening our Kiribathgoda showroom is a strategic move to bridge a market gap in the Gampaha district. This will be our fourth branch, ensuring our customers in the area have access to all our collections, including the latest launches.

Focusing on the youth and the global market, we’ve revamped our Raja Jewellers website, introducing a virtual appointment feature. This is crucial not just for the younger demographic but also for the international audience, particularly Sri Lankans living abroad. Imagine a scenario where a Sri Lankan couple, residing overseas but planning to wed in Sri Lanka, can seamlessly start their jewellery selection process. They can schedule a virtual consultation, communicate their preferences with our in-store experts, and either have the jewellery delivered globally or set it aside for collection upon their arrival in Sri Lanka.

To give you an idea of the success of this approach: In 2023 alone, we’ve managed about 1000 online orders including virtual appointments. This is a testament to how digital transformation is reshaping the jewellery retail landscape, and we’re at the forefront of it.