Business Today

business-today-logo
SUBSCRIPTION
ADVERTISE
Menu
  • Home
  • Issues
    • 1996 to 1999
      • 1996
        • May 1996
        • June 1996
        • July 1996
        • August 1996
        • September 1996
        • October 1996
        • November 1996
        • December 1996
      • 1997
        • January 1997
        • FEBRUARY 1997
        • March 1997
        • April 1997
        • May 1997
        • June 1997
        • July 1997
        • August 1997
        • September 1997
        • October 1997
        • November 1997
        • December 1997
    • 2000 to 2009
      • 2006
        • January 2006
        • February 2006
        • March 2006
        • April 2006
        • May 2006
        • June 2006
        • July 2006
        • August 2006
        • September 2006
        • October 2006
        • November 2006
        • December 2006
      • 2007
        • January 2007
        • February 2007
        • March 2007
        • April 2007
        • May 2007
        • July 2007
        • June 2007
        • August 2007
        • September 2007
        • October 2007
        • November 2007
        • December 2007
      • 2008
        • January 2008
        • February 2008
        • March 2008
        • May 2008
        • April 2008
        • June 2008
        • July 2008
        • August 2008
        • September 2008
        • November 2008
        • October 2008
        • December 2008
      • 2009
        • January 2009
        • February 2009
        • March 2009
        • April 2009
        • May 2009
        • June 2009
        • July 2009
        • August 2009
        • September 2009
        • October 2009
        • November 2009
        • December 2009
    • 2010 to 2019
      • 2010
        • January 2010
        • February 2010
        • March 2010
        • April 2010
        • May 2010
        • June 2010
        • July 2010
        • August 2010
        • September 2010
        • October 2010
        • November 2010
        • December 2010
      • 2011
        • January 2011
        • February 2011
        • March 2011
        • April 2011
        • May 2011
        • June 2011
        • July 2011
        • August 2011
        • September 2011
        • October 2011
        • November 2011
        • December 2011
      • 2012
        • January 2012
        • February 2012
        • March 2012
        • April 2012
        • May 2012
        • June 2012
        • July 2012
        • August 2012
        • September 2012
        • October 2012
        • November 2012
        • December 2012
      • 2013
        • January 2013
        • February 2013
        • March 2013
        • April 2013
        • May 2013
        • June 2013
        • July 2013
        • August 2013
        • September 2013
        • October 2013
        • November 2013
        • December 2013
      • 2014
        • January 2014
        • February 2014
        • March 2014
        • April 2014
        • May 2014
        • June 2014
        • July 2014
        • August 2014
        • September 2014
        • October 2014
        • November 2014
        • December 2014
      • 2015
        • January 2015
        • February 2015
        • March 2015
        • April 2015
        • May 2015
        • June 2015
        • July 2015
        • August 2015
        • September 2015
        • October 2015
        • November 2015
        • December 2015
      • 2016
        • January 2016
        • February 2016
        • March 2016
        • April 2016
        • May 2016
        • June 2016
        • July 2016
        • August 2016
        • September 2016
        • October 2016
        • November 2016
        • December 2016
      • 2017
        • January 2017
        • February 2017
        • March 2017
        • April 2017
        • May 2017
        • June 2017
        • July 2017
        • August 2017
        • September 2017
        • October 2017
        • November 2017
        • December 2017
      • 2018
        • January 2018
        • February 2018
        • March 2018
        • April 2018
        • May 2018
        • August 2018
        • June 2018
        • July 2018
        • September 2018
        • October 2018
        • November 2018
        • December 2018
      • 2019
        • January 2019
        • February 2019
        • March 2019
        • April 2019
        • May 2019
        • June 2019
        • July 2019
        • August 2019
        • September 2019
        • October 2019
        • November 2019
        • December 2019
    • 2020 to 2025
      • 2020
        • January 2020
        • February 2020
        • March 2020
        • April 2020
        • May 2020
        • June 2020
        • July 2020
        • August 2020
        • September 2020
        • October 2020
        • November 2020
        • December 2020
      • 2021
        • September 2021
        • October 2021
      • 2022
        • January 2022
        • February 2022
        • March 2022
        • April 2022
        • May 2022
        • June 2022
        • July 2022
        • August 2022
        • September 2022
        • October 2022
        • December 2022
      • 2023
        • January 2023
        • February 2023
        • March 2023
        • April 2023
        • May 2023
        • June 2023
        • July 2023
        • August 2023
        • September 2023
        • October 2023
        • November 2023
        • December 2023
      • 2024
        • January 2024
        • February 2024
        • March 2024
        • April 2024
        • May 2024
        • June 2024
        • July 2024
        • August 2024
        • September 2024
        • October 2024
        • November 2024
        • December 2024
      • 2025
        • January 2025
        • February 2025
        • March 2025
        • April 2025
        • May 2025
  • About Us
  • BT Awards
    • BT Top 40
      • Business Today Top 40 2021 – 2022
    • BT Top 30
      • Business Today Top 30 2015 – 2016
      • Business Today Top 30 2016 – 2017
      • Business Today Top 30 2017 – 2018
      • Business Today Top 30 2018 – 2019
    • BT Top 25
      • Business Today Top 25 2011 – 2012
      • Business Today Top 25 2012 – 2013
      • Business Today Top 25 2013 – 2014
      • Business Today Top 25 2014 – 2015
    • BT Top 20
      • Business Today Top 20 2009 – 2010
      • Business Today Top 20 2010 – 2011
    • BT Top 10
      • Business Today Top 10 2008 – 2009
      • Business Today Top 10 2007 – 2008
      • Business Today Top 10 2006 – 2007
      • Business Today Top 10 2005 – 2006
      • Business Today Top 10 2003 – 2004
      • Business Today Top 10 2000 – 2001
      • Business Today Top 10 1999 – 2000
      • Business Today Top 10 1997 – 1998
      • Business Today Top 10 1996 – 1997
      • Business Today Top 10 1995 – 1996
  • For Digital Subscription
Facebook Instagram
business-today-logo
Menu
  • Home
  • Issues
    • 1996 to 1999
      • 1996
        • May 1996
        • June 1996
        • July 1996
        • August 1996
        • September 1996
        • October 1996
        • November 1996
        • December 1996
      • 1997
        • January 1997
        • FEBRUARY 1997
        • March 1997
        • April 1997
        • May 1997
        • June 1997
        • July 1997
        • August 1997
        • September 1997
        • October 1997
        • November 1997
        • December 1997
    • 2000 to 2009
      • 2006
        • January 2006
        • February 2006
        • March 2006
        • April 2006
        • May 2006
        • June 2006
        • July 2006
        • August 2006
        • September 2006
        • October 2006
        • November 2006
        • December 2006
      • 2007
        • January 2007
        • February 2007
        • March 2007
        • April 2007
        • May 2007
        • July 2007
        • June 2007
        • August 2007
        • September 2007
        • October 2007
        • November 2007
        • December 2007
      • 2008
        • January 2008
        • February 2008
        • March 2008
        • May 2008
        • April 2008
        • June 2008
        • July 2008
        • August 2008
        • September 2008
        • November 2008
        • October 2008
        • December 2008
      • 2009
        • January 2009
        • February 2009
        • March 2009
        • April 2009
        • May 2009
        • June 2009
        • July 2009
        • August 2009
        • September 2009
        • October 2009
        • November 2009
        • December 2009
    • 2010 to 2019
      • 2010
        • January 2010
        • February 2010
        • March 2010
        • April 2010
        • May 2010
        • June 2010
        • July 2010
        • August 2010
        • September 2010
        • October 2010
        • November 2010
        • December 2010
      • 2011
        • January 2011
        • February 2011
        • March 2011
        • April 2011
        • May 2011
        • June 2011
        • July 2011
        • August 2011
        • September 2011
        • October 2011
        • November 2011
        • December 2011
      • 2012
        • January 2012
        • February 2012
        • March 2012
        • April 2012
        • May 2012
        • June 2012
        • July 2012
        • August 2012
        • September 2012
        • October 2012
        • November 2012
        • December 2012
      • 2013
        • January 2013
        • February 2013
        • March 2013
        • April 2013
        • May 2013
        • June 2013
        • July 2013
        • August 2013
        • September 2013
        • October 2013
        • November 2013
        • December 2013
      • 2014
        • January 2014
        • February 2014
        • March 2014
        • April 2014
        • May 2014
        • June 2014
        • July 2014
        • August 2014
        • September 2014
        • October 2014
        • November 2014
        • December 2014
      • 2015
        • January 2015
        • February 2015
        • March 2015
        • April 2015
        • May 2015
        • June 2015
        • July 2015
        • August 2015
        • September 2015
        • October 2015
        • November 2015
        • December 2015
      • 2016
        • January 2016
        • February 2016
        • March 2016
        • April 2016
        • May 2016
        • June 2016
        • July 2016
        • August 2016
        • September 2016
        • October 2016
        • November 2016
        • December 2016
      • 2017
        • January 2017
        • February 2017
        • March 2017
        • April 2017
        • May 2017
        • June 2017
        • July 2017
        • August 2017
        • September 2017
        • October 2017
        • November 2017
        • December 2017
      • 2018
        • January 2018
        • February 2018
        • March 2018
        • April 2018
        • May 2018
        • August 2018
        • June 2018
        • July 2018
        • September 2018
        • October 2018
        • November 2018
        • December 2018
      • 2019
        • January 2019
        • February 2019
        • March 2019
        • April 2019
        • May 2019
        • June 2019
        • July 2019
        • August 2019
        • September 2019
        • October 2019
        • November 2019
        • December 2019
    • 2020 to 2025
      • 2020
        • January 2020
        • February 2020
        • March 2020
        • April 2020
        • May 2020
        • June 2020
        • July 2020
        • August 2020
        • September 2020
        • October 2020
        • November 2020
        • December 2020
      • 2021
        • September 2021
        • October 2021
      • 2022
        • January 2022
        • February 2022
        • March 2022
        • April 2022
        • May 2022
        • June 2022
        • July 2022
        • August 2022
        • September 2022
        • October 2022
        • December 2022
      • 2023
        • January 2023
        • February 2023
        • March 2023
        • April 2023
        • May 2023
        • June 2023
        • July 2023
        • August 2023
        • September 2023
        • October 2023
        • November 2023
        • December 2023
      • 2024
        • January 2024
        • February 2024
        • March 2024
        • April 2024
        • May 2024
        • June 2024
        • July 2024
        • August 2024
        • September 2024
        • October 2024
        • November 2024
        • December 2024
      • 2025
        • January 2025
        • February 2025
        • March 2025
        • April 2025
        • May 2025
  • About Us
  • BT Awards
    • BT Top 40
      • Business Today Top 40 2021 – 2022
    • BT Top 30
      • Business Today Top 30 2015 – 2016
      • Business Today Top 30 2016 – 2017
      • Business Today Top 30 2017 – 2018
      • Business Today Top 30 2018 – 2019
    • BT Top 25
      • Business Today Top 25 2011 – 2012
      • Business Today Top 25 2012 – 2013
      • Business Today Top 25 2013 – 2014
      • Business Today Top 25 2014 – 2015
    • BT Top 20
      • Business Today Top 20 2009 – 2010
      • Business Today Top 20 2010 – 2011
    • BT Top 10
      • Business Today Top 10 2008 – 2009
      • Business Today Top 10 2007 – 2008
      • Business Today Top 10 2006 – 2007
      • Business Today Top 10 2005 – 2006
      • Business Today Top 10 2003 – 2004
      • Business Today Top 10 2000 – 2001
      • Business Today Top 10 1999 – 2000
      • Business Today Top 10 1997 – 1998
      • Business Today Top 10 1996 – 1997
      • Business Today Top 10 1995 – 1996
  • For Digital Subscription
business-today-logo
Menu
  • Home
  • Issues
    • 1996 to 1999
      • 1996
        • May 1996
        • June 1996
        • July 1996
        • August 1996
        • September 1996
        • October 1996
        • November 1996
        • December 1996
      • 1997
        • January 1997
        • FEBRUARY 1997
        • March 1997
        • April 1997
        • May 1997
        • June 1997
        • July 1997
        • August 1997
        • September 1997
        • October 1997
        • November 1997
        • December 1997
    • 2000 to 2009
      • 2006
        • January 2006
        • February 2006
        • March 2006
        • April 2006
        • May 2006
        • June 2006
        • July 2006
        • August 2006
        • September 2006
        • October 2006
        • November 2006
        • December 2006
      • 2007
        • January 2007
        • February 2007
        • March 2007
        • April 2007
        • May 2007
        • July 2007
        • June 2007
        • August 2007
        • September 2007
        • October 2007
        • November 2007
        • December 2007
      • 2008
        • January 2008
        • February 2008
        • March 2008
        • May 2008
        • April 2008
        • June 2008
        • July 2008
        • August 2008
        • September 2008
        • November 2008
        • October 2008
        • December 2008
      • 2009
        • January 2009
        • February 2009
        • March 2009
        • April 2009
        • May 2009
        • June 2009
        • July 2009
        • August 2009
        • September 2009
        • October 2009
        • November 2009
        • December 2009
    • 2010 to 2019
      • 2010
        • January 2010
        • February 2010
        • March 2010
        • April 2010
        • May 2010
        • June 2010
        • July 2010
        • August 2010
        • September 2010
        • October 2010
        • November 2010
        • December 2010
      • 2011
        • January 2011
        • February 2011
        • March 2011
        • April 2011
        • May 2011
        • June 2011
        • July 2011
        • August 2011
        • September 2011
        • October 2011
        • November 2011
        • December 2011
      • 2012
        • January 2012
        • February 2012
        • March 2012
        • April 2012
        • May 2012
        • June 2012
        • July 2012
        • August 2012
        • September 2012
        • October 2012
        • November 2012
        • December 2012
      • 2013
        • January 2013
        • February 2013
        • March 2013
        • April 2013
        • May 2013
        • June 2013
        • July 2013
        • August 2013
        • September 2013
        • October 2013
        • November 2013
        • December 2013
      • 2014
        • January 2014
        • February 2014
        • March 2014
        • April 2014
        • May 2014
        • June 2014
        • July 2014
        • August 2014
        • September 2014
        • October 2014
        • November 2014
        • December 2014
      • 2015
        • January 2015
        • February 2015
        • March 2015
        • April 2015
        • May 2015
        • June 2015
        • July 2015
        • August 2015
        • September 2015
        • October 2015
        • November 2015
        • December 2015
      • 2016
        • January 2016
        • February 2016
        • March 2016
        • April 2016
        • May 2016
        • June 2016
        • July 2016
        • August 2016
        • September 2016
        • October 2016
        • November 2016
        • December 2016
      • 2017
        • January 2017
        • February 2017
        • March 2017
        • April 2017
        • May 2017
        • June 2017
        • July 2017
        • August 2017
        • September 2017
        • October 2017
        • November 2017
        • December 2017
      • 2018
        • January 2018
        • February 2018
        • March 2018
        • April 2018
        • May 2018
        • August 2018
        • June 2018
        • July 2018
        • September 2018
        • October 2018
        • November 2018
        • December 2018
      • 2019
        • January 2019
        • February 2019
        • March 2019
        • April 2019
        • May 2019
        • June 2019
        • July 2019
        • August 2019
        • September 2019
        • October 2019
        • November 2019
        • December 2019
    • 2020 to 2025
      • 2020
        • January 2020
        • February 2020
        • March 2020
        • April 2020
        • May 2020
        • June 2020
        • July 2020
        • August 2020
        • September 2020
        • October 2020
        • November 2020
        • December 2020
      • 2021
        • September 2021
        • October 2021
      • 2022
        • January 2022
        • February 2022
        • March 2022
        • April 2022
        • May 2022
        • June 2022
        • July 2022
        • August 2022
        • September 2022
        • October 2022
        • December 2022
      • 2023
        • January 2023
        • February 2023
        • March 2023
        • April 2023
        • May 2023
        • June 2023
        • July 2023
        • August 2023
        • September 2023
        • October 2023
        • November 2023
        • December 2023
      • 2024
        • January 2024
        • February 2024
        • March 2024
        • April 2024
        • May 2024
        • June 2024
        • July 2024
        • August 2024
        • September 2024
        • October 2024
        • November 2024
        • December 2024
      • 2025
        • January 2025
        • February 2025
        • March 2025
        • April 2025
        • May 2025
  • About Us
  • BT Awards
    • BT Top 40
      • Business Today Top 40 2021 – 2022
    • BT Top 30
      • Business Today Top 30 2015 – 2016
      • Business Today Top 30 2016 – 2017
      • Business Today Top 30 2017 – 2018
      • Business Today Top 30 2018 – 2019
    • BT Top 25
      • Business Today Top 25 2011 – 2012
      • Business Today Top 25 2012 – 2013
      • Business Today Top 25 2013 – 2014
      • Business Today Top 25 2014 – 2015
    • BT Top 20
      • Business Today Top 20 2009 – 2010
      • Business Today Top 20 2010 – 2011
    • BT Top 10
      • Business Today Top 10 2008 – 2009
      • Business Today Top 10 2007 – 2008
      • Business Today Top 10 2006 – 2007
      • Business Today Top 10 2005 – 2006
      • Business Today Top 10 2003 – 2004
      • Business Today Top 10 2000 – 2001
      • Business Today Top 10 1999 – 2000
      • Business Today Top 10 1997 – 1998
      • Business Today Top 10 1996 – 1997
      • Business Today Top 10 1995 – 1996
  • For Digital Subscription

Vogue: Understanding The Customer

by
Reading Time: 12 mins read
0
Share on Twitter
image_pdfDownload as PDF

Vogue is synonymous with quality, elegance and master craftsmanship in the gold jewellery industry in Sri Lanka. Celebrating its 50th year, Vogue aims to be the ‘Bridal Jeweller for Sri Lankans’ identifying the requirements of all customers from the various communities in the country and thus being the selected place to go to for one’s wedding jewellery requirements. Managing Director, Anura Hemachandra and Director, Nandadeva Perera spoke to Business Today about Vogue’s journey through the years to maintain the rich traditions of Sri Lankan jewellery while offering a wide range of trendy and modern jewellery.


By Udeshi Amarasinghe | Photography by Menaka Aravinda


Vogue will be celebrating 50 years this year and is a leader in this industry, can you tell us about the company’s journey since its inception?

Vogue Jewellers opened its doors to the people of Sri Lanka in 1962. However the family has been in the jewellery business for generations and Vogue remains a family business. Our grandfather used to manufacture jewellery at home, as Sri Lankans were not allowed to open shops during the British era. He used to bring the jewellery to Colombo and showcase them from house-to-house. One day, he was invited to a coffee morning and a lady asked him to open a shop in Colombo. That is how Hemachandra Brothers was established and that is where the family first based its business. Sarath Hemachandra branched out from the family business and founded Vogue Jewellers.


Vogue was the pioneer in moving a business entity to Colpetty from Pettah as Colpetty was primarily a residential area at the time. Sarath Hemachandra was a very innovative man, and he was also a trendsetter – a jeweller for the rich and the famous, at the time. Yvonne Gulam-Hussain, Padma Maharajah and Saundari Rockwood were some of his customers and their wedding jewellery was done by him. The highlight was that he designed and manufactured a pair of earrings that could be lit up. He adorned Yvonne Gulam Hussain with these earrings and lit them at midnight at a 31st night dance. He was truly a man ahead of his time.


We Don’t Just Sell Jewellery. We Forge A Lasting Relationship With Our Customers And Help Them Select The Pieces Of Jewellery.

Are there any special events planned to celebrate the 50th anniversary of Vogue Jewellers?

Yes, this is our 50th year, which we will be completing in 2012. Firstly, we want to say thank you to our customers, without whom, we would not have been able to achieve this great milestone. We are doing something very special. We will be sponsoring a wedding every month. Many people have told us that this is the first time such an event is taking place in the world. Every month we will select a couple and organize their entire wedding. Our aim is to be the bridal jeweller for Sri Lankans, where ever in the world they may be.

At Vogue Jewellers the manufacturing and selling of jewellery is not a mere commercial activity; it is a way of life. We have a passion for jewellery and thus, we are dedicated to maintaining quality at all times. A wedding is a very important day. It is a day that a young lady fantasizes about her entire life. We want to make her dream wedding a reality. Wouldn’t it be nice if someone said that your wedding will be taken care of with all expenses paid? This is the promotion we are putting forward together with Sirasa, where Sirasa will make the event into a reality show called ‘Mangala Sihina’.

We will be choosing one couple each from the cities where we have branches, mainly Kandy, Kurunegala, Negombo and Nugegoda. The couples could be from any ethnic community in the country.

How will the couples be selected?

The selection process began at the Wedding Show held at the BMICH recently. The applications are open to anyone getting married during this year. Our selection criteria range from the matching of horoscopes to the more traditional matching of the two people as husband and wife. The couple will go through a series of interviews in order to ascertain their compatibility to lead a happy wedded life. We also want our chosen couple to set an example to society.


We launched the programme in February. We received thousands of applications from all over the country; from areas panning from Nuwara Eliya to Jaffna to Trincomalee. We have narrowed it down to about 200 and have interviewed all of them. From the first 200 we brought it down to a 100, and then to 20 and now we have the final 12. Out of the twelve we will choose the lucky couple. In the selection panel there is a Government representative, an auditor from Sirasa, a Vogue representative, a celebrity judge and a few other judges that Sirasa will appoint.

Branches have been opened in Kandy, Kurunegala, Negombo and Nugegoda. What was the thinking behind this?

The primary objective was to make it easier for our customers to reach a Vogue Jewellers showroom. The original ‘Vogue Jewellers’ was on First Cross Street in Pettah. It was the business hub for Sri Lanka during the 60s. However, as time went by traffic made it very difficult to go to Pettah. Therefore Sarath Hemachandra felt that the shop should be situated at a location with easy access to the customers. Therefore, he constructed this building in Colpetty and opened for business in 1967. At that time, Vogue Jewellers was the only business establishment in this residential area.


We Say Very Confidently And Proudly That We Have The Best Designers In Sri Lanka.

Vogue Jewellers is a reputed name for gold jewellery in Sri Lanka. What can you tell us about the brand and product?

Vogue Jewellers is almost a brand icon when it comes to wedding jewellery. Our customer loyalty spans generations. This is how strong our brand image is in Sri Lanka. Our products cater to all ethnic communities in Sri Lanka. We capture tradition and exquisite design in every piece of jewellery that we execute with master craftsmanship. We don’t just sell jewellery. We forge a lasting relationship with our customers and help them select the pieces of jewellery. And our jewellery comes with a lifetime guarantee. This is what makes us the bridal jeweller for Sri Lankans.

Our gold is 22 carat, we have a computerised gold analyzer, and we maintain an extremely high quality control system. That is why we say it is not just jewellery it is an inheritance, it carries enormous sentimental value.

Sometimes mothers bring their heavy gold necklaces and have three pieces of gold jewellery made out of it. They say, “I should give one each for my daughters for their weddings”. It has such an intrinsic value rather than just a commercial value.


Sri Lanka Now Produces Some Of The Finest Jewellery In The World. Therefore, The First Step Is To Educate Our People About How Fine Our Jewellery Is.

Vogue’s new line of wedding jewellery has exclusive designs for the the Sinhalese wedding, Hindu wedding, Muslim wedding and the more Western style wedding. Can you tell us about each segment of this new line?

This line of jewellery captures the essence of tradition while maintaining a sense of high fashion. We were very focused on creating jewellery like the ‘padakkama’, for the Sinhala Buddhist bride. We then researched the cultural intricacies of each ethnic community in Sri Lanka and then embarked on designing our current wedding jewellery collection. We then educated our staff who represents all ethnic communities on what each cultural segment would require when it comes to wedding jewellery. Currently our wedding jewellery collection is probably one of the widest ranges of jewellery for every Sri Lankan bride.

Does this mean that you will cater to customers other than brides?

Absolutely not; producing a wide range of bridal jewellery does not mean that we have given up our wider range of jewellery. We maintain our wide range of diamond and coloured stone jewellery that caters to a very diverse clientele. For example when a child is born, the Dhamma Chakra or a Cross is the most popular choice of jewellery which we will always continue to provide. Then, we have special sets for young girls who attain age.

We do focus on wedding jewellery because it is the starting point of that life cycle. We also have exquisite, signature pieces for the woman who wants to make a bold statement.

Our focus is on gold; 22 carat yellow gold and 18 carat yellow and white gold and platinum of course.

What about the skill base available in this industry? Are the craftsmen working at Vogue Jewellers those who have been in the industry for generations?

This is a very fascinating industry. It is an industry that transcends from generation to generation because the skills are passed down from parent to child. Therefore it stays within the family. But times have changed and modern technology and teaching methodology has allowed people from outside this tradition to learn and engage in jewellery manufacturing, which is a good thing. For example, we were able to gather much knowledge by bringing in a jewellery-manufacturing consultant from overseas where he passed on his skills not to his children but to everyone at Vogue Jewellers.

From a cottage industry we have evolved into a mechanized industry. The Export Development Board must be given credit for introducing this new machinery to Sri Lanka. As mentioned earlier we have a gold analyzer and casting machines. These machines are more precise than the human eye. This eliminates the “human error” factor.

With that said, it is important to note that we respect the skills of the craftsmen as there are designs that no machine can make. We need skilled craftsmen and we would like to see the Government taking an initiative and having a centre, such as a vocational training centre to teach these skills to a larger number of people. We are certain that the local jewellery industry can absorb the skilled craftsmen.

Ninety percent of our craftsmen come from Matara and the rest of Southern Sri Lanka. They have been craftsmen for generations. They have a special talent in manufacturing jewellery. We have craftsmen who have been with us for generations but the number is dwindling.

Times have changed in the sense that a craftsman would rather his son or daughter hold a white collar job rather than continue the family tradition. Furthermore, the fact that we do not have adequate training institutes where those interested can obtain a qualification that is recognized worldwide is also a deterrent. Therefore a father is a little reluctant to say that ‘my son is a craftsman’. But, if we can enhance the level of training and qualification in the jewellery industry in Sri Lanka, I am sure a traditional craftsman would readily encourage his child to follow his footsteps, knowing that he/she will excel in this trade and make a good living for him/herself.

None of the people working for us now are training their children to become craftsmen. This is the sad truth. Therefore the number of craftsmen is reducing day by day. It is hard to imagine how the next generation is going to cope with the demand and supply. The jewellery industry of Sri Lanka is crying out for skilled craftsmen.

In our travels overseas we find that the best jewellers are not craftsmen whose families have been in the trade for generations. We believe very strongly that if someone spends the time learning the skill they can engage in this industry and be very successful. We see high quality jewellery being manufactured in Italy and also in the Far-Eastern countries.

We say very confidently and proudly that we have the best designers in Sri Lanka. Recently the Gem and Jewellery Association held a competition, and out of the 20 prizes we won six. We have designers who have been with us for more than 20 years.

Who is your target market?

Vogue Jewellers targets the middle segment of the jewellery market. We want to provide our local buyers with jewellery of global standard, for their weddings.


We are very proud to showcase, our jewellery that is of a global standard, which has been designed and crafted by our skilled team. No longer do Sri Lankans have to travel overseas and spend more money to purchase their ensemble of choice for their wedding day.

As you mentioned before, Vogue Jewellers began its operations as a boutique style jeweller, catering to the high-end of the market. So how has this transition from a high-end to a mid market segment been?

The mid-market continues to grow very significantly in Sri Lanka. Before, there was quite a disparity between the high end and the next level but now the difference between the two segments is minimal. Therefore the growth of the mid market attracted us to it.

However, Vogue Jewellers has been in existence for generations. Therefore, we will always cater to our long standing, loyal customers irrespective of which market segment they belong to. We have also learnt the formula that is required to interact with the modern and younger customer.

We maintain the very delicate balance between overall quality and price. We are conscious of the changing lifestyles in Sri Lanka and will always cater to the demands of our customers. Sri Lanka is changing; with the dawning of peace on our shores, we see people free and more willing and able to purchase and adorn fine jewellery. And, they equate this to purchasing fine jewellery from a reliable jeweller. This is why people choose Vogue Jewellers as their jeweller of choice.

Most people are caught in a mentality that they should purchase their jewellery abroad. How can we change this thinking?

First, we must look at the root cause of this mentality. It stems from a belief that if you want a quality product, you must purchase it overseas. This argument no longer holds water because Sri Lanka now produces some of the finest jewellery in the world. Therefore, the first step is to educate our people about how fine our jewellery is. And this must be done by all jewellery manufacturing companies in the country. While doing so, our consumers must be made aware of the huge price disparity between buying jewellery in Sri Lanka as opposed to buying it overseas. Our jewellery is of a finer quality and is forged out of higher quality materials.

But, we are confident that this trend is changing. We see the change as our sales are increasing rapidly year on year. We also see an increase in sales from our Sri Lankan Diaspora. Although they are exposed to the international jewellery market, they choose to buy Sri Lankan jewellery via our website or at our showrooms.

Vogue Jewellers became the first in Asia to receive the ISO 9001:2008 certification. What is the significance of this certification?

Yes, we were the first company to receive the International ISO Standard certification. The ISO quality standard is not about the quality of the product but the systems that are employed from production to sales. If you don’t have a good system of quality in place, you will never improve. Therefore ISO starts from production systems, to information systems to management systems to the product display to security; it is a very comprehensive certification.

Every month we have an ISO meeting to maintain the certification. They have an auditor coming in to make sure the systems are good so that the quality of the end product is ensured. Hence the ISO is not merely certifying the quality of a product; it is certifying that the organization has a system good enough to maintain international standards.

With Vogue Jewellers being a brand icon in Sri Lanka’s jewellery industry, would you consider entering the international market?

We are still very focused on the local market. We want to be completely happy that we are catering to Sri Lanka and quenching the thirst of the Sri Lankan consumer. We are very positive; since the tourism industry is growing we may look at catering to a wider international market from our home base rather than establishing ourselves overseas.

Finally, what are the future-plans?

Our future plan is to strengthen our brand image and to make it synonymous with wedding jewellery. We are also focused on extending our branch network to ensure that every Sri Lankan, both within our shores and overseas, has the ability to own their selected piece of Vogue Jewellery, which comes to them with a lifetime guarantee. We wish to further strengthen our market position as the bridal jeweller for Sri Lankans and we wish to be the jeweller of choice to the most discerning jewellery wearer. That is where we want to be.

Related Posts

Interim Budget Speech 2022
GENERAL

Interim Budget Speech 2022

Dazzling in the Colorful and Contradictory Life of Politics
GENERAL

Dazzling in the Colorful and Contradictory Life of Politics

Art of a Deal
GENERAL

Art of a Deal

business-today-logo

Location

20-2/1 Lauries Place Facing R A de Mel Mawatha Colombo 04.

Contact

+94 715 134 134

Email

info@btoptions.com

© 2023 BT Options. All Rights Reserved.