Staying successful and steady for years on end runs the risk of complacency, regardless of how long you’ve been in the game and how far you’ve come; there is always an inkling of succumbing to the comfort zone. For the family-run Rawat Jewels, venturing outside the borders of India has the potential to expand its reach, and it all begins with a little exploration. Spurred by their genuine curiousity and open-mindedness, they are astute students of the craft, seeking to enrich their journey in the industry by observing what the market in Thailand has to offer.
Taking part in this year’s Masala Wedding Fair in June, key figures Kunal Rawat, COO of Rawat Jewels, Jaipur, and Pranika Rawat, representing the company in Bangkok, who have been spearheading the success of the business and building upon their legacy, hope to garner a larger number of admirers with their upcoming exhibition in the capital. I had the pleasure of conversing with them to get a clearer picture of their journey into Southeast Asia, which ended most unexpectedly. I like to be optimistic and say this particular day in the capital was a good omen. When the conversation ends with an earthquake, we are to expect something rocking from the folks from Rawat Jewels.
Did I hear that clearly? Did you say you’re the 11th generation in this industry?!
That is correct. We’re the 11th generation in the family business. We are an extension of the parent company, Maliram Puranmal Rawat, in Jaipur, India. It’s a legacy business that is built on craftsmanship, heritage, and quality-oriented goods. Currently, we are testing the waters in Thailand. While our jewellery primarily caters to the Indian market, we have many Indian origin clients from overseas, including Thailand. And of course, Indians or Thai-Indians will want the most authentic Indian jewellery for their weddings and other special occasions.
On the other side, we also have many Indian people who have their destination weddings in Thailand. So, we feel it’s the right time for the culture and for us to take part in it, and explore the possibilities of having traditional Indian jewellery fused with coloured stones to be displayed or exhibited for the South Asian population of Thailand.
Within this exploration, what do you hope to achieve in the local market?
Firstly, we’ve already had a taste of how the Thai clientele likes our products. We’ve done plenty of exhibitions in India where people from this region, primarily South Asian, have visited our stores, bought our products, and have genuinely loved them. In turn, the word of mouth and referrals that come from their experiences bring us more clients in the process. We feel the product is something that suits their taste, so they keep coming back.
Secondly, as I have mentioned earlier, it’s the craftsmanship. For us, our reputation and our name are what come first. Remember, it’s a legacy business, so the way we see it, jewellery is also about trust. This isn’t just a financial transaction at the end of the day. It’s about us introducing clients to our products that are deeply ingrained within our family and our heritage. We want to achieve the same in Thailand; at least introduce them to a meaningful exchange.
Given the current trends in the gems and jewellery industry, what do you personally feel you can add to the Thai market?
Thailand is known for its gemstones, and two of our strong suits are Kundan jewellery and traditional Polki jewellery, which is the traditional Indian bridal jewellery. Our strong suit lies in coloured stones. The majority of coloured stones are processed and manufactured in Jaipur, and given that Thailand is known for its coloured stones, we feel the market here will appreciate our take on it.
With regional differences, trends, and the like, how has the company maintained its reputation and quality of service throughout the many changes in the industry over these past decades?
To address the changes first. Adaptability is key. It is essential to adapt to overall market trends. 30 years ago, there was a question mark on the products they would invest in, not knowing the details of the product to validate how genuine the product was, and it was left a bit ambiguous in its explanation. Now, things are very transparent. You are well-equipped to inform the client what the product essentially holds, the quality of it, the weight of stones, the weight of gold, etc. And because of this, customers are much more educated. Customers of today have the internet at their disposal, use of AI, and real-life experiences, so they are smarter in their purchases.
People who come to us have travelled the world, so they understand very well what they are investing in. As providers of products and services, we cannot take them for granted, and so we must always be transparent with them every step of the way. So, when it comes to interactions or transactions, one of the members from our family is always personally serving our customers. The important part is that these individuals are taking their time and effort to come see us or purchase our jewellery. There are emotions tied to these purchases; they can become family heirlooms – a treasure for generations. This enables us to solidify our commitment to our clients by providing extra care and attention throughout the entire process.
Whether it’s a newlywed or someone preparing for a wedding, they all want a personal touch. And in order to deliver for those occasions, you want to create a bond between you and your clients. You make sure they trust you and are well taken care of.
And finally, how about first-time buyers? What are some essential factors to note before buying wedding jewellery?
From the bride’s point of view, they should go for things they feel comfortable with, first and foremost. It’s not always the more the better. Sometimes, less is better; go for pieces that are not only comfortable but can also be worn on future occasions. Again, it goes back to adaptability. The common belief, and to an extent, misconception, is that bridal jewellery is meant to be worn for a single event, placed in a safe, and never to be worn again. We want to get rid of this notion. We are trying to make and provide pieces that can be proudly worn at multiple events; style them the way you like, which is different from your wedding day.
For instance, take a necklace that is being worn at the main event, we suggest layering it with a choker. It can then be converted into bracelets or headgears, or even the set’s earrings that can be dismantled for later use – we are talking about sustainability. The current generation is not only aware of this but is also huge advocates of it. The new pieces being bought can later be used as a completely different piece. This is where design sensibilities are headed. At Rawat Jewels, we value this sensibility and strive to always serve our clients with jewellery they not only cherish, but also enjoy wearing. We hope to bring some of those sentiments and sensibilities to Thailand as well.