JNA Awards 2020 - Jewellery Industry Best Practices

98 JNA AWARDS • 2020 As a business leader, Tarun Dangayach does not allow challenges to deter him from realising his dreams. Rather, he overcomes these hurdles by pushing the envelope for the benefit of his customers, team and brand. Bearing the mark of a true innovator, this JNA Awards 2020 Honouree is on the lookout for paradigm shifts in the industry – not out of fear but out of optimism. “I see opportunity where others see impossibility. By taking risks and focusing, you learn and grow every step of the way,” says Dangayach, whose company maintains large-scale operations for cutting and polishing gemstones, and caters to 2,000 active global clients ranging from department stores to home shopping networks. With offices in Hong Kong, Jaipur, New York and Dubai, and a state-of-the-art facility that produces handcrafted fine jewellery in Panyu, China, Color Jewels Inc has, indeed, expanded dramatically over the years. Still, its heavy reliance on traditional retail models was put to the test recently, as Dangayach saw increasing interest among consumers for online shopping channels. Staying true to his word, the company director transformed obstacles to opportunities by adding an online jewellery brand to his rapidly expanding business portfolio. Thus, Cirari was born. Star power To make a memorable entrance into a competitive market, Cirari utilised the power of the stars. It was reportedly worn on the red carpet by no less than Hollywood A-listers such as Jennifer Lopez, Gwen Stefani and Oscar-winner Allison Janney, shortly after its launch. “We personally believe in the strength of celebrity endorsements and the important role it plays in communicating with younger consumers,” explains Dangayach. To further capitalise on such exposure, Cirari opened an Instagram account to showcase, not only its items, but also the celebrities who wore them. Aside from new media, the company aired branded content on TV shopping networks in the US and Germany. Dangayach also knew that Cirari’s reputation as a jewellery brand of importance hinges on its ability Tarun DANGAYACH Color Jewels Inc Category: Young Entrepreneur of the Year (Age 40 and below) Country / Region: United States 1