“Customer Satisfaction is Our Motto” – Achal Jewels

In 1985, in the pink city, Jaipur, the dream of a common man came to fruition. A jewellery house, then called Pyramid, was established with the vision: Highlighting Jaipur’s unique royal heritage with the rest of the world. A simple yet unstoppable vision, that to this day drives our organization to imagine artistic jewellery and bring it to reality through expert craftsmanship.

“In our journey, we have uncovered the secrets of the Royal families that ruled in Jaipur and the reason for their fascination with jewellery. The symbols and motifs of that era have inspired us to create unique designs for our valued clients. Moreover, we are committed to preserving the culture of that era, by making hand-made jewellery just as it was made then, and giving a stage for century-old skills to be passed down”, Arun Kothari, Director, Achal Jewels.

Inception

Jaipur, the gem city of India, boasts of many jewellery houses who have earned the recognition world over for their designs and meticulous attention to detail. One of these many jewellery houses is Achal Jewels (earlier known as Pyramid).

Arun Kothari, Director, Achal Jewels

Since its inception in 1985 by Arun Kothari, Pyramid has made it a mission

to share a hidden aspect of the Indian culture through art of jewellery making. Their forte lies in marrying traditional art to modern sensibilities through their jewellery. A simple yet unstoppable vision of the company has been to bring the artistic jewellery to life through expert craftsmanship.

In 2013, Pyramid was renamed Achal Jewels. Through this transformation, the company was brought forward to incorporate modern fusion concepts and the utmost attention to detail and quality. Through this transformation, the company was brought forward to incorporate modern fusion concepts and the utmost attention to detail and quality. The company has a state-of-the-art manufacturing centre in Jaipur.

Today’s achievement of this brand is the result of the difficult times that it has overcome with sheer hard work and dedication of the founding family i.e. Kothari family. Between 2004 and 2006, the company faced stiff competition from other jewellery brands. However, it kept itself ahead of the game by reinventing itself. The company launched a new earring concept to bit the competition and the decision paid off well. They introduced Chandelier earring concept in India, with more variety and design in the same concept. This decision proved to be a major turning point for the company. In the

Vikas Mehta, CEO, Achal Jewels

jewellery industry, the more novel designs, brighter are the chances of the brand gaining popularity.

Brand Ethos
In their journey of over three decades, the company has uncovered the jewellery secrets of the royal families that ruled in Jaipur and the reason for their fascination with jewellery. The symbols and motifs of that era have inspired them to create unique designs for their valued clients. Moreover, Achal Jewels is committed to preserving the culture of that era, by making hand-made jewellery just as it was made then, and giving a stage for century-old skills to be passed down. And last but not the least; customer satisfaction i
s the motto of the brand.

Product Line

The company basically deals in Fancy Watches, jewellery items like Gold, Kundan, Silver, Diamond and all kinds of jewellery. The jewellery crafted by them is of international standards. They exclusively deal in 22/22.K Hallmark purity gold, 24K exquisite Kundan/Polki sets and 18K diamond jewellery.

Amongst the products offered by the company, earrings (chandeliers, jhumkas and more…), wide range of necklaces
has earned it a long list of loyal clienteles.

Staying Ahead

The company has its head office in Jaipur, while in India has its branch offices in Bangalore,
Chennai, Delhi, Hyderabad, Mumbai. The company also has its overseas branch offices in Bangkok, Dubai, and Hong Kong, Japan.

The brand owes its accomplishments to able leaderships and of course the skilled craftsmen who have been relentlessly working toward bringing every design dream of Achal Jewels to reality. The company was founded by Arun Kothari and is currently managed by him and his brothers.

Sharing the ultimate mantra that took his company to the zeniths of success, Arun Kothari said “Constant market study is crucial to a brand’s success. The most important thing in the business is taking a right decision at the right time. We keep adapting ourselves to changing times and market scenario. That helps to retain the brand its position in the market.”

“Prepare a mission statement and business plan, communicate the statement and plan both internally and externally. Live the plan and change it according to the market scenario,” he adds.

In terms of challenges in the domestic market, Arun Kothari says, “In Indian market people have high choices, varieties, range, and everything. We make strategies to overcome it in simple way. Design as per customer expectations/demands and fulfill their needs. We provide best quality and give quality service to our customers. We keep them up to date about trends and new designs.”

Future Plans

If one has to put in Arun Kothari’s words, “One doesn’t need future plans but taking right decision at the right time is crucial to future success. Future is never promised.”

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