When your head is brimming with modern ideas, but your business is family-owned, based out of a comparatively small town, the going can get tough. What makes you come out a winner amidst the struggle and difficulty is your perseverance and your conviction that you are on the right path. At Kashi Jewellers, a company set up 70 years ago, it has been quite a ride for me. The journey has been exhilarating, exhausting, exciting – you name it! We started with one store, and now we are moving to a state-of-the-art showroom, which is one the largest jewellery stores in North India. As we continue our journey on the growth path, I think back about how it all began.

THE JOURNEY SO FAR
My grandfather, Late Shri Keshav Nath Kapoor, set up Kashi Jewellers in 1948. My father joined the business early in his life due to the untimely demise of my grandfather. My father had to leave his studies in Canada in order to join the family business. And by the time I joined, the company had already started feeling the need to modernize. 

I completed my education in the US from Kelly School of Business, Indiana University, and also did the Graduate Diamonds Program from the Gemological Institute of America (GIA), Carlsbad, USA. Getting exposed to a global education and living on my own for several years imbued in me a sense of responsibility. I learnt to be professional in my approach, and not take anything

When I started out, the first few years were very difficult. I had come from a different work culture, where if you are given a job, you do it without making excuses. Here, people tended to pass the buck and not take things seriously. I made it a point to instill a sense of professionalism in the business.

for granted. By the time I came back to India in 2002, I had a vision in my head about what all I wanted to do with the business. That was a time when a lot was happening in India -- the economy was doing well, mobile telephony was picking up at breakneck speed, multiplexes and glitzy stores were opening for the first time, and there was a general air of expectancy all around.

In such an atmosphere, settling down in a family-owned business was tough. It was an uphill battle, and the first few years were very difficult. I had come from a different work culture, where if you are given a job, you do it without making excuses. Here, people tended to pass the buck and not take things seriously. I made it a point to instill a sense of professionalism in the business – I doggedly persisted with things, followed up, sent reminders until it became clear to everyone that things would be done professionally.

USHERING CHANGE
I started to take stock of how things could be improved. One of my first observations was that we were neglecting the masses – those customers who came for making value purchases, small purchases. At that time, we didn’t have much space in the store. There was an ‘island’ in the middle of the store, where we displayed gold rings and earrings. But the purchase experience was not good for the customers. There was not even a seating arrangement for them! I decided that even for those who come for what I call Fast Moving Gold Goods (FMGG), the ambience and the experience would be improved greatly. Pretty soon, we embarked on expanding space in our existing store, and setting up another modern, spacious store as well. In the new store, the entire ground floor is dedicated to masses and delighting the value purchase customer.

THE MILESTONES ON THE WAY
I am proud to say that we have several firsts to our credit. We were the first in the state to start exports, and the first to hire women in a jewellery store. Besides, we were selected by Rolls Royce to be featured exclusively in the Rolls Royce Yearbook in 2013 and 2014 and be a part of their 115th anniversary in London. As for me personally, I would say my main contribution has been in the area of marketing. Earlier, there was no such thing as marketing yourself, your products. I took it up in a big way. Way back in 2003-2004, we did a photoshoot in Mumbai, and started advertising on billboards. That really made people sit up and take notice. Over time, we tied up with international watch brands, such as Omega, Rado, Tissot, Tag Heuer, as well as Forevermark. In fact, for a long time, we were the only dealers in Forevermark diamond jewellery in the state. These initiatives enhanced our brand equity, and our reputation as a modern, innovative jewellery company grew considerably.

Other notable steps that we took included setting up an open diamond lab and a gold purity checking facility way before mandatory hallmarking became the norm. Moreover, we started an open repair room, where people could see their jewellery being repaired, which assured them that everything was being done transparently and honestly. I must say that much of what we have achieved has been possible because my parents, Rajendra and Shail Kapoor, both of whom are actively involved in the business, have been quite supportive. They are very receptive to new ideas, new experiments. My father and mother were educated in Canada, and have always had a modern outlook. My sister, Ridhi Kapoor Gala, and I were brought up to believe in ourselves and be ready to embrace change. Fortunately, my wife, Dr Devita Kapoor, shares my vision, and is an accomplished professional in her own right.

Devika completed her MBBS from BVP, Pune. After practicing as an embryologist for a year, she turned her attention to the family business. She has successfully transitioned from seeing embryos under a microscope to checking out precious gemstones and diamonds. She further enhanced her technical knowledge, going for the Diamond Program from GIA. Thanks to her extensive travels and her inherent creativity, she is actively involved in the designing and manufacturing process.

After Covid-19, Devika launched a new brand, Everyday Luxury, in 2021. This unique brand has been curated and designed keeping in mind modern young girls. It comprises minimalist jewellery for women, which is the trend in the modern era, and is meant for youngsters who still believe in the asset value of jewellery, and yet wear it differently. They love to wear jewellery not just for weddings and events, but on a daily basis in a trendy and fashionable way. To conclude, I would say that it has been a very fulfilling journey so far, and we look ahead at the times to come with hope and optimism.

I decided that even for those who come for what I call Fast Moving Gold Goods (FMGG), the ambience and the experience would be improved greatly. Pretty soon, we embarked on expanding space in our existing store, and setting up another modern, spacious store as well.