jewellery retail May, 17 2013

Glittering profits

By Swati Mahajan
Glittering profits

Diamonds are a girl’s best friend is an old but an appropriate saying. With the growing popularity of both ethnic and contemporary jewellery styles, traditional jewellers are entering the organised sector of the jewellery industry. Ram Mohan Rawat, Founder, Primmero Jewels, a Jaipur-based jewellery brand is now all set to introduce a unique set of jewellery to the Indian consumers. He shares the anecdotes of his entrepreneurial journey with Swati Mahajan.

Kindly share with us your entrepreneurial journey.

Almost 27 years back I started my entrepreneurial journey. I have stayed in Hong Kong, which is supposed to be a jewellery hub and have learnt the art of making quality jewellery. As I strived to learn more about this industry I worked on almost every stone. However, I have engaged myself in the diamond business for last six years and have launched my first outlet by the name of Primmero Jewels on October 20, 2012. Considering the welcoming response and increasing demand for Primmero Jewels' products, I have decided to make my products available across India. I am fortunate to have the immense support of my family, wife Meena Rawat, daughters Sakshi Rawat and Radhika Rawat and sons Ragahv and Gopal, in making my entrepreneurial venture a success.

What are the pre-requisites of becoming your brand’s franchisee?

The franchise partners need not necessarily be from a jewellery background as the brand is sure of its quality, concept and success. So anyone can join the brand. The franchisees need to have that strength, energy and intelligence to make the business a success. Primmero Jewels does not believe that the presence of a brand in big cities like Delhi, Mumbai, and Hyderabad alone can guarantee success. Only the quality and uniqueness of product leads a brand on the route to success. People have money across all Indian cities but they do not have choice. Anyone staying in Delhi has a better choice than people staying in Nagpur.

What training and support do you offer?

The brand is ready to support its franchise partners in every manner. Whatever support, knowledge, jewellery designing and making, marketing, approaching people, sales and initial handholding, Primmero Jewels will offer them all. In fact, it is also the franchisor's moral duty to share its knowledge and expertise with its franchisees.

What are your expansion plans?

Taking note of the enthusiastic to Primmero Jewels, I have planned to expand via the franchise route. Though I am still in the initial phase of brand-building, right now I cannot predict the number of franchisees I will have by the end of the year. Once I open and manage to operate four to five stores successfully, then I am sure there will be no looking back.

Related: Customised success in jewellery biz

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