Tell us about your background before A.D Jewels? Share with us briefly about your entrepreneurial journey and inception of A.D Jewels?
I graduated from NIFT Gandhinagar in the year 2004, where I studied AD( Accessory Design) specialising in Precious metals and Jewellery. As precious jewellery was not a family business, I needed practical experience before venturing into it on my own. Investments are high and turnaround time can be long, so on the job learning was crucial. I was appointed as the Head Design Director by a renowned jewellery firm with their headquarters in Ahmedabad, who wholesaled all over India, Dubai, U.S.A and Germany. After working there for two years, I joined a leading luxury jeweller in the South of India, to gain niche luxury designer jewellery experience, where I worked for a year.
I started manufacturing jewellery for friends and family from 2010, alongside many design consultancy projects for various jewellery manufacturers all over India. ADJ was conceptualised in 2012. With its manufacturing base in Mumbai, we started manufacturing jewellery for jewellers in Delhi and Mumbai alongside design consultations for a few jewellery exporters.Today ADJ manufactures jewellery for jewellers in Delhi and Mumbai, design consultancy for wholesalers in Mumbai and our main pride, our esteemed list of private clientele has only grown over the years.
What is A.D Jewels all about? Tell us in detail about the services offered?
ADJ is primarily a custom designed jewellery oriented firm with design, manufacturing and selling all under one roof and handled personally by our very hard working and efficient team of people. We also offer design consultancy for jewellers. Our designs are neo-classic and we pay a lot of attention to detail both in design and manufacturing.
What is your competition in the market? What is it that sets you apart from your competition?
As we cater to everyone irrespective of their economical background and budget, basically anyone can afford a even small piece of diamond jewellery, every jeweller is competition. But usually that sense of competition lasts the first 10-15 mins of our meeting with the client. Soon they understand that we are different from anyone in the market.
We take a lot of pain and effort in understanding our client, designing for them in their budget, customising new changes for old heritage pieces and also involving them in the process of jewellery making. We believe in educating the client about nuances of the jewellery industry so that they themselves can differentiate between good and substandard manufacturing and diamond quality.
What is the business model of A.D Jewels? Can you briefly summarize the growth achieved in value from the day1 till now?
Business model already explained in the previous two answers. Value – confidential.
How has been your beginner’s journey? What were the challenges you faced in setting up and scaling up your enterprise? Any hurdle that you faced or still facing?
ADJ started as a small scale enterprise and our main objective has always been to increase our client base. For us every client is equally important. The main challenge initially is to make the customer understand our work module, as its new and unlike anything that other jewellers do! So to break the traditional ways of selling and buying jewellery is the only challenge that we faced earlier and even today.
Can you tell us about your other founders/core team, their background and rich experience?
We are a team of three directors, with me as the main founder. Summy Kataria Duggal and Anurag Kapil are the other two core team members. Summy takes care of PR, social media and client building. Anurag takes care of production. Design, diamond sourcing, coloured stones, quality check and end client sales are my department.
How are you all funded? Any early stage money/seed stage experience that you would like to share with us?
We are a company based on profit rotation.
Any other areas or initiatives that you plan to venture in future?
We wish to build an ADJ studio with selected jewellery pieces for clients who want to pick up ready jewellery.We are also looking To venture into e-commerce space and increase our online presence.Apart from this you may see a new sub brand of ADJ being emerged catering to low range designer pieces and an array of collections that will change the way you experience Jewellery.
What will A.D Jewels look like in 10 years from now? All perspectives – people, business, revenues, team, size or anything you foresee for the venture.
A D Jewels will not just be a Jewellery studio, but an unforgettable experience for those who visit. From the designing process to sorting of diamonds, from casting to conducting workshops, ADJ will have a myriad of attributes to offer.
Any school/ campus-connect initiatives that you are pursuing or plan to pursue?
Students are the future of our nation and they ooze creativity. It’s great to be among the creative minds so we want to take first movers advantage in campus We are planning to initiate really interesting projects with students in the coming 2 years. Stay tuned.
Any experience or advice you would like to share with soon to be start-up founders out there?
Hard work, persistence and resilience will take you long way. Love what you do and Let your work speak for itself.