JNA Awards 2020 - Jewellery Industry Best Practices

JNA AWARDS • 2020 53 To meet the tenets of affordable luxury, Dusoul’s products reflect the authenticity, craftsmanship and overall quality that the Dhamani Jewels name is known for – even if they came at friendlier prices. The team also takes exacting measures in sourcing its precious metals and stones, and actively monitors the manufacturing processes in its state-of-the-art facilities in Dubai and Thailand. Internal controls Operational efficiency, product and supply management, and inventory control are also key contributors to Dusoul’s success. First off, its stores, while premium and modern in infrastructure, use eco-friendly and energy-saving lights. This helps lower electric consumption and adds to overall operational efficiency. Secondly, the team utilises tried-and-tested product and supply chain management systems that allow it to maintain a steady inventory. Using data gathered from customer feedback and trend analysis, the designated teams are able to identify the most sellable items, shortlist possible vendors, improve turnaround times and restock in advance. Daily and monthly stock taking is also strictly implemented. “We strive to improve every day. We motivate our team by providing them all the training and support they need to simplify procedures and innovate,” says Rohit. Last but certainly not the least, the company also secured its ISO 9001-2015 certification. Exhibiting resilience even as a younger brand, Dusoul also readily embraced innovations to combat the challenges brought by the COVID-19 pandemic. “As a positive, proactive and tech-savvy brand, we developed ways to connect with our customers through various social media, e-commerce sites, digital catalogues and WhatsApp,” enumerates Rohit. These innovations have led Dusoul to a number of milestones. The brand registered a 20 percent increase in sales in 2019 compared with the previous year. It achieved 30 percent of its sales forecast and is likely to break even in two years – beating the industry-wide benchmark of three years for similar enterprises, according to the company. Strong consumer base and impressive sales aside, Dusoul also stands out for the advocacies it supports. A believer in honing home-grown talent, the company looks after up-and-coming jewellery designers from the United Arab Emirates and invests in their growth. “We will soon announce our first partnership with a young Emirati designer, who will have an opportunity to showcase her collection in our stores,” hints Rohit. By adhering to high standards of excellence, re-applying them to new opportunities and giving back to the community, Dhamani Jewels proves that it is a game-changing enterprise in every sense of the word. 1, 5. Dusoul by Dhamani’s award-winning boutique in Mirdif City Centre, Dubai 2. Ring with a malachite centre stone surrounded by diamonds from Dusoul by Dhamani’s Luna Collection 3. From left: Rohit Dhamani, CEO of Dusoul, and Raj Sahai, COO of Dusoul, with the MECSC+R Award for best retail store design 4. Rohit Dhamani, CEO of Dusoul 3 4 5