Page 42 - MASALA Magazine Vol.15 Issue 3 | February - March 2024

is casting, when the piece starts coming to life. We make the first
mold of the piece which takes time to get right, but once we do,
we can make 50 to 100 of the same piece quickly and easily. After
casting, the jewellery goes through a filing process where the
structure of the piece is refined aesthetically. Once the mount is
complete, the jewellery is ready for the fourth step which is stone
setting. Diamonds and stones are hand-selected, meticulously
colour matched and set, and forwarded to the in-house setters.
Finally, the piece is polished and carefully checked for quality
control before being delivered to the client. This year we have
added a variety of colours and materials, including multi-sapphire
rainbow, black and white diamonds, blue sapphire, pink sapphire,
yellow sapphire, and natural rubies. We also incorporate different
diamond cuts like step, round, marquise, and pear shapes.
What is your main method of customer outreach?

My son Parth and I travel to 15 to 20 jewellery exhibitions a year.
These events are held all over the world in cities like Vicenza, Hong
Kong, Las Vegas, New York City, Miami, Doha, and Manama. I
can confidently say after 21 years we have been to almost every
country in the world. Our customers come from countries we had
not even heard from prior to meeting them, like our clients from
Honduras who found us at a trade show. They came to our booth
because they liked our product and then asked for the currency
Can you share a bit about your background and how you conversion. Even if they don’t buy anything the first time, they
got started in jewellery making? remember our brand, and their confidence in our product increases,
leading to new and returning customers.
In 1990, when I lived in Mumbai, I started my journey of diamond
grading at Shree Ramkrishna Exports at the age of 16. At the Why not use lab diamonds?
time, they were a small company, but today, they are a big name
in the diamond business. By 1993, at age 19, I was entrusted Lab diamonds are new in
with establishing the company’s office in Bangkok for diamond the jewellery industry. Some
sales. Two years after that, my brother and I ventured into our people don’t care whether
own diamond-selling business, a journey that continued until their diamonds are natural or
2002. In 2003, we decided to add value to diamonds, giving rise not. Take the US for example,
to our jewellery manufacturing company, Vama Creation. The they only care about fashion,
shift from diamond sales to jewellery was motivated by the desire not the value of the diamond.
for creativity in an industry saturated with competition. Today, at To them it’s more of a use and
Vama Creation, we take pride in our ability to create wonders in throw attitude, but of course, for
jewellery, fueled by an insatiable hunger for innovation. Needless Asian people we do think about
to say, I have been in this industry for over two decades, and have the investment. This is why we did not even consider it. While lab
no plans of departing from it anytime soon. diamonds are cheaper, your turnover will also go down, because
their value is only 5 to 10 percent of the original. When your
Your website emphasizes audacity and creativity. How do turnover is down, so is your profit.
you continue to innovate jewellery design 21 years later?
What advice would you give to those entering the jewellery
Actually, jewellery is all about design and finishing. So, we keep industry?
adding new things into our businesses. Before, we were only doing Patience is the key, because it takes some time to become established.
diamond jewellery, but now we have added some colour into it, You will learn a lot along the way. And of course, when precious
like ruby, sapphire, and emerald. These multi-gem designs are items are involved, sometimes things go missing. You can’t do
interesting for us, and also exciting for customers. We have a everything by yourself, so that risk is always there. For instance,
dedicated design team in-house which is constantly innovating at this facility we employ 120 people full-time. However, we
and pushing new boundaries. This is why three times a year, when have also learned along the way how to secure our product. Big
we launch a new collection, many of our clients are keen to see doors, infrared cameras, and an on-site security team are some
what new trends we will bring to the market. We have released of our measures to prevent theft. When
Colorstone, Dream, Flower, Love Timeless, and our different we leave the building, all the alarms are
shaped Illusion collections thus far.
activated. If for any reason the alarm is VIEW VIDEO:
How long does it take to create a new piece from design tripped, we are notified immediately and
stage to completion? so are the authorities. It is definitely not a
small investment, but we have learned the
It depends on the size of the piece, but generally it will take about hard way how important it is.
6 weeks. After the design phase, we use CAD (computer aided
design) to create a 3D model of the jewellery. The second step

42 | MASALA MAGAZINE FEB-MAR 2024