INSIGHT 睿智角度 64 | JNA September/October 2023 | Olivia Quiniquini 程爱莉 | Sheetal Group adapts to evolving market requirements, identifying promising product segments and business strategies in the post-pandemic era. 因应不断蜕变的市场 需求，Sheetal Group致力调整经营方针，并对后疫情时代的潜力产品和商机独具慧眼。 SHEETAL taps into modern appeal of diamonds 展现钻石的现代魅力 Chirag Kakadia, director of Sheetal Group Sheetal Group的集团董事Chirag Kakadia Consumer appreciation for high-quality diamonds is on the rise, according to Sheetal Group, which has been enjoying steady business this year despite global business uncertainties. Director Chirag Kakadia pointed to a marked demand in polished diamonds from markets such as the Middle East, India, Indonesia, Vietnam and Cambodia, among others. He said, “Smaller diamonds continue to move well. There has also been a notable preference for fancy shapes, particularly pears, marquises and ovals.” Traceable goods are likewise gaining traction in the market, due both to regulatory policies and growing consumer demand for transparency in the diamond supply chain, Kakadia added. Now in its 38th year, Sheetal is focusing on expanding its global footprint and strengthening its digital capabilities in the post-pandemic era. Kakadia said, “At the present juncture where major global markets are grappling with uncertainty and weak consumer sentiment, it becomes imperative that we readjust our stance to meet the modern world’s needs and preferences.” To this end, Sheetal is unveiling a new visual identity to reflect its evolution into a globally resonant enterprise while preserving its enduring values and traditions of trust, transparency and tenacity. Its website has likewise been revamped to better serve client needs. The group produces certified and non-certified diamonds from 0.05 carat to 5 carats in white and fancy colours, loupe-clean stones and bespoke special cuts in its five state-of-the-art manufacturing facilities in India. It actively participates in traceability programmes such as Tracr and itraceit and prides itself on its commitment to ethical sourcing. Sheetal Group表示，消费者对优质钻石的欣赏程度 正与日俱增。尽管全球行业存在不确定性，但该公 司今年的业绩一直保持稳健。 集团董事Chirag Kakadia指出，中东、印度、印度尼西 亚、越南和柬埔寨等市场对已打磨钻 石的需求显著。他说：“尺寸较小的钻 石销情持续理想。而梨形、橄榄形和椭 圆形等花式切割形状也特别受欢迎。” Kakadia补充说，可溯源钻石在市 场上同样备受追捧，原因在于监管政 策出台和消费者对钻石供应链透明 度的需求日增。Sheetal至今已成立38 年，致力扩大在全球各地的足迹，并 提升后疫情时代的数字化实力。 Kakadia表示：“目前，全球主要市 场正面临不确定性，加上消费者信心 疲弱，我们必须重新调整方针，以满 足现今的需求和喜好。” 因此，Sheetal推出了全新的视觉 形象，以反映出该公司如何蜕变成引 起全球共鸣的企业，同时坚守其价值 观和传统，展现信任、透明度和坚毅本色。公司网站也同 样进行了改版，以更切合客户的需求。 该集团在印度拥有五个最先进的生产厂房，推出0.05 克拉至5克拉的白钻和彩钻、纯净无瑕的美钻和特别定 制切割的样式，当中有经认证和非认证的产品。他们也积 极参与Tracr和itraceit等溯源项目，并对道德采购的承诺 深感自豪。
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