DHALUMAL GOLD & A PASSION FOR SWAROVSKI ZIRCONIA
An Interview with Jagdish Pahuja on Raising the Bar for Luxury Goods in Dubai
DHALUMAL GOLD DMCC was established in 2006 in Dubai with a vision of bringing together craftsmanship and the expertise of generations with the latest technology. Through perseverance on quality the company has set benchmarks in luxury goods manufacturing and through its ethos of unique design creation, it has created a loyal customer base of both connoisseurs and general consumers alike.
What is your philosophy of jewelry making? What makes your brand unique?
We at DHALUMAL GOLD DMCC merge a scientific approach with artistic excellence, to make our creations truly unique. We use textured finishes and diamond-like grooves together with Swarovski Zirconia and an array of hues to create a dramatic play of light and color. We believe in the art of pure artisanship and thus each design brings with it a story, and at the same time, the products exude luxury and the much-needed wearability. We understand the landscape of the Emirates and therefore weave in the various facets into a design language, which speaks to one and all.
Which woman do you have in mind when designing?
The Tag line of our brand DAARAA itself is “PURE WOMAN“. For us femininity is the spirit of creation, the spirit of nurturing, and the genesis of life … She is the power center which drives us all and thus she is both eternal as well as universal, as the feminine cannot be divided and sub-divided but can only be observed and her beauty admired. For us the woman is the inspiration for all aspects of our creation and hence our designs are an ode to our inspiration “THE WOMAN”.
How are consumers changing in the United Arab Emirates? Do you see any major trends and how are you reacting to these?
The consumers in U.A.E are very dynamic, they have great sense of taste and are very receptive to unique design creation, and they are exposed to all that the world has to offer. They have both modernity and their cultural heritage engrained in them and hence make a very exciting audience. In recent times, we are seeing an increasing number of tourists from India and of Indian origin who bring together with them their own sense of design and values. Also, the advent of multi-store retailers from India into the U.A.E has added a new dimension to the Jewellery landscape as these brands attract tourists who associate with them due to their common origins. As the proportion of Indian buyers or that of Indian origin steadily rises in the consumption mix, we as a brand are trying to adapt our designs and sensibilities based on this. We are foraying into value based jewellery where the emphasis is both on design as well affordability, we have started to adapt fusion elements to enable our designs to speak to this new mix of consumers. And to add to that we have been working on more frequent design creation to add something new to the jewellery palette. So that whenever the consumer steps out to buy jewellery there something new and enchanting for them to envy.
Why do you choose to work with Swarovski Zirconia and which advantage does this give you?
Swarovski Zirconia for us is the best possible additive to our design creation. Due to its superior cut and finish, it adds the necessary sparkle to our products. We believe that as our products are highly finished pieces of jewellery, they deserve the best in Zirconia and that is where Swarovski steps in. With their precision manufacturing, we find it well matched with our CNC-based manufactured products and hence Swarovski Zirconia also adds to our productivity.
How important is communication and branding in a jewelry market like the U.A.E. that was long dominated by weight and price?
The consumers in the U.A.E have long bought jewellery with a dual purpose, there has always been fashion / culture and investment at the heart of every purchase of jewellery, but be that as it may, value addition will always play the veto in any comparison between products. Consumers will always pay a better price if the brand and its design ethos speaks to them, as jewellery purchasing is not merely a barter between currency and commodity; it is connection of the language of design with the consumer. Here communication and branding plays an increasingly important role of creating an invisible link between the brand and its customers. It is this messaging, which builds long lasting links and is the most important ingredient in the longevity of the brand & consumer association.
What is your vision for the future of your business and for the industry in general?
We are very excited about the future as it holds many promises, as our association with the consumer has become more synergetic. We have formulated methods of accumulating data and feedbacks both in the age-old ways of observing the buying behavior and patterns and at the same time using information technology to string together a picture of what needs to be done in order to keep up with the consumer needs and aspirations. On the manufacturing side, our core competencies of design and craftsmanship along with in depth know-how of the latest technologies come into play. In the global manufacturing industry, we have a marriage of age-old wisdom & classical expertise with cutting-edge computerized manufacturing. With both these elements at the core we are constantly investing in R&D and system creations to bring to the fore techniques which keep us ahead of the pack. As our company is design- and technology-driven, we keep upgrading our knowledge base as that is the most important ingredient to keep us a very mobile and dynamic enterprise, which can raise the bar when the industry and markets demand. We believe the industry has matured during these past years of stagnation. The industry is making better use of the technological resources to become ever more efficient. We also see value addition to be the way ahead for the industry and the therefore envision the industry to be putting in resources in quality enhancement and communicating the same to the consumers.
Thank you very much for the interview!