Evolving with the Times: Ghatiwala Jewellers

Why Jaipur-based Ghatiwala created a new brand identity and new atelier.

As the pandemic shows signs of slowing down, jewelers are seeing customers return to their stores. After a year spent mostly shopping online, these clients are eager for a new shopping experience. In this context, Jaipur-based manufacturer Ghatiwala has unveiled a new brand identity and opened an innovative atelier. CEO and creative director Abhishek Ghatiwala says that he wanted to elevate the brand and the office to match the brand’s jewelry. “Our aim was to transform the brand from a jadau jewelry manufacturer into a luxury destination for the finest jadau jewelry in India,” he says. “The new logo, colors, and atelier exude luxury on par with global standards,” he adds, noting that the thought of re-branding has been on his mind for quite some years, but it was a big decision so he did not wish to hurry it.

How did you choose the location for the new atelier? What were the key decisions involved?
The location for the new atelier is in a very prime spot in Jaipur. As we are mostly a manufacturer and wholesaler of jadau jewelry, the most important decision was to avoid creating a typical walk-in showroom. Rather, the atelier is designed to look like a home for our products and an office for us, where we welcome our clients and guests.

Do you think customer experiences will be transformed after the pandemic? Do you foresee new needs for your clients?
Post pandemic, customers have become more serious. They are no longer window shopping. Only those who are genuine buyers come for serious shopping. Earlier, the perception was that a showroom only served to cater to B2C clients. We believe, however, that for our B2B clients, the ambience also needs to be the best, allowing them to visualize their end-consumer sitting and shopping for bridal jewelry with their families. Therefore, having a beautiful office, with a display space like this atelier, plays a very significant role when it comes to catering to all kinds of clients.

Do you plan to host special in-person events at the new atelier? If so, which ones?
Yes, absolutely. The atelier was designed to also host events and entertain our clients. We already held a three-day launch event in July 2021, where we invited our friends, families, industry colleagues, and esteemed clients. We are looking at presenting another musical evening before year’s end. It’s in the planning stage.

What is the most fascinating part of your new home?
The new atelier is an amalgamation of jewelry and art. Apart from all the gorgeous jewelry showcased, the atelier is also home to many custom artworks as well as antique pieces that my family and I have collected over the years. Examples range from a 22,500-carat rough crystal depicting Ghatiwala inlayed with rubies to a customized wall installation entitled Saheliyon ki baadi, meaning friends in a garden. The courtyard lets fresh sunlight into the atelier, where the visitor can admire a cluster of paintings that are inspired by, and formed by, actual pieces of jewelry. The entire space is very contemporary, while being tastefully lined with traditional Indian elements.

What are some of the brand’s milestones during its 70-year history? And what may be future challenges?
My grandfather and my father were both gemstone traders, specializing in emeralds. One major milestone was our switch to making jadau jewelry. But it hasn’t been an easy journey. Another milestone in the Ghatiwala journey would be our new logo and atelier. For the future, our next phase would be to grow internationally. But we are moving one step at a time, and our focus now is on the new atelier.

How are the “deep-rooted Indian traditions” reflected in your jewelry and in the new logo?
Our jewelry has a very classic design language, but you can often spot subtle elements that bring out the Indian feel in the pieces. Similarly, our new logo is a modern G but, if you look closely, the six elements making up this G are traditional motifs such as paisleys, leaves, and flowers that are common to jadau jewelry.

Main image: An uncut diamond and emerald choker by Ghatiwala. Photo: Ghatiwala.