PIONEERING AFFORDABLE LUXURY
MR. ANUP SHAH, THE FOUNDER OF DNA JEWELS, A MUMBAI-BASED DESIGNER JEWELLERY BRAND, IS A CERTIFIED GEMOLOGIST WHO OFFERS THE ALLURE OF DIAMOND-STUDDED GOLD JEWELLERY AT SILVER JEWELLERY PRICES. WITH A KEEN EYE FOR GEMS, HE LEADS THE CHARGE IN DESIGNING TIMELESS, UNPARALLELED JEWELLERY PIECES
A WELL-VERSED LEADER
Mr. Anup, a graduate of Narsee Monjee College Mumbai, ventured into the world of gemology and jewellery exports, following his family’s legacy in real diamonds. While preparing for the IIM entrance exam, he found himself drawn to the intricacies of gemology. Thereafter, he obtained certification from the Gemological Institute of India in 2001. Alongside his gemological pursuits, he also pursued certification as a financial planner, thus blending his expertise in gems with a keen understanding of financial markets. He gradually honed his business skills by assisting his father in real diamond jewellery export, thereby carving a niche for himself in the industry. The emerging trend of destination weddings catalysed the leader’s innovation when he observed people’s reluctance to carry expensive authentic jewellery for such occasions. Recognising the gap between authentic and imitation jewellery, he conceived the idea of creating stunning jewellery that possessed the aesthetic appeal of genuine gems but was more affordable and accessible to a wider audience. To achieve this goal, he enhanced the appeal of silver jewellery by imitating the luxurious finishes of gold and diamonds using synthetic stones. By doing so, he offered customers a middle ground between authenticity and affordability. Today, Mr. Anup’s brand caters predominantly to NRIs seeking opulent pieces for traditional ceremonies. His innovative approach embraces lab-grown diamonds while retaining the cultural significance of bridal adornments, thus ensuring a luxurious yet authentic experience for his customers.
HANDS-ON LEADERSHIP APPROACH
Mr. Anup’s leadership style emphasizes the importance of understanding the entire process and imparting that knowledge effectively to his team. He abides by the philosophy of “walking the talk,” which means he not only imparts knowledge to his team, but also demonstrates proficiency in each area he expects them to excel. From mastering the intricacies of jewellery production processes to staying abreast of cutting-edge technological advancements, Mr. Anup has cultivated a comprehensive knowledge base. As an early adopter of technology, he embraced CAD/CAM in the late 90s, foreseeing its transformative impact on the industry. Today, he effortlessly blends traditional craftsmanship with digital innovations, realizing the importance of amalgamating both worlds in modern jewellery production. Furthermore, his deep understanding of gemology enables him to identify the finest of quality stones and oversee stringent quality control measures. As a lifelong learner, Mr. Anup embraces each phase of life as a learning opportunity. Furthermore, he views competition as a catalyst for growth. Simply put, he prioritizes personal growth and product enhancement to drive his company’s success.
UNFAZED BY CHALLENGES
Mr. Anup smartly faced the challenges of COVID-19 by swiftly transitioning his bridal jewellery business online just before the pandemic hit. This strategic move enabled his brand to thrive even during turbulent times. He also leveraged digital marketing platforms to successfully sustain his business throughout the tumultuous period. This strategic move enabled him to fulfil orders via online channels and adapt to shifting consumer behaviours with agility.
GARNERING ACCOLADES
Mr. Anup’s efforts have earned DNA Jewels the prestigious Times Best Brand Awards for three consecutive years. This honour recognises the brand’s outstanding craftsmanship in moissanite jewellery and synthetic diamonds.
