JNA Awards 2020 - Jewellery Industry Best Practices

44 JNA AWARDS • 2020 From the time he founded his company in 2007, Chetan Kumar Mehta, Chairman of Bangalore-based Laxmi Diamonds, has always wanted to revive and revitalise the art of “closed-set” diamond jewellery design and manufacturing. Mastered by the craftsmen of South India, this technique involves fully embedding a diamond or coloured gemstone in precious metal and placing gold foil backings under the gems to enhance their brilliance. More importantly, Mehta aims to elevate the crafts tradition, not only in India, but on the world stage. To accomplish this, he devoted time and energy to create a cohesive team that shares his ambitious yet achievable vision. Together, they are able to deliver diamond jewellery collections that stay true to South India’s craftsmanship and traditions, extend product value and cater to Laxmi Diamonds’ business-to- business clientele. “When I started out, the market was open and my strategy was extremely aggressive. I began by visiting the big corporate players, along with well-known local establishments and retailers. Through the years, we are able to cultivate a mutually beneficial relationship, all the while ensuring that our brand becomes known for its fine products and superior craftsmanship,” he says. In thosedays, theup-and-coming jewelleryentrepreneur quickly learned the importance of patience. While approaching retailers to promote and carry his brand, he also drove Laxmi Diamonds’ quality assurance plan to ensure that every piece of jewellery the company makes meets the team’s standards. “Had it not been for my patience, I wouldn’t have been able to carry out and execute my strategy the way I have always wanted to,” Mehta adds. Under his leadership, Laxmi Diamonds found itself on the road to sustainable growth. It currently employs around 100 people and enjoys the reputation of being one of India’s premier manufacturers of diamond-studded jewellery. In recent years, Mehta tapped the previously unexplored market for lightweight, closed-set 22-karat Chetan Kumar MEHTA Laxmi Diamonds Category: Young Entrepreneur of the Year (Age 40 and below) Country / Region: India 1