I believe that jewellery should be made for people to enjoy wearing, not merely store in a bank. So CJS jewellery is created to be worn at various celebrations of life

Q: What are the cornerstones of your company’s legacy? And what are its ethos, core values, strategies and principles?

A: Colombo Jewellery Stores (CJS) has been at the forefront of the luxury jewellery segment for over 102 years. As a heritage brand, CJS showcases the strengths and beauty of the coun-try to a global audience – through aesthetic and timeless gem-studded jewellery.

CJS was established by my grandfather, who had a vision to open a store with fabulous gems and fashionable jewellery without compromising on quality. This principle has always been upheld, helping us maintain the brand’s unwavering focus on high quality.

Aligning with global jewellery and fashion trends, CJS has diversified into diamonds and coloured stones, like sapphires, rubies, emeralds and pearls. Our pieces exhibit a clear distinction of quality and uniqueness in design that reflects a bygone classic charm blended with a modern twist.

Akram Cassim
CEO

Q: Can you offer a glimpse into CJS’ history?

A: Our knowledge and expertise in gems and jewellery is legendary, starting with my great-grandfather, who was a gem dealer in Galle.

His son, my grandfather, started Colombo Jewellery Stores on 6 February 1922. He promoted the Ceylon sapphire to the world, regularly attending jewellery events and auctions in London and Europe. In 1948, he bought a rare 12 ray star ruby weighing 25 carats, which was displayed at the American Museum of Natural History.

An avid horse racing enthusiast, his passion for the sport helped him build a growing network of clients worldwide, as he designed jewellery for ladies to wear at horse racing events in Colombo, Nuwara Eliya and Galle, where fashion and sport went hand in hand.

My father joined the business in 1954 and together, they promoted Ceylon gems in France, Italy, England, India and Japan.

Q: How would you describe your company’s journey over the last three decades – including the most significant milestones, and ethos, values, strategies and principles?

A: The brand has kept pace with the fashion trends of each era. Our clientele includes royalty, Hollywood and Bollywood stars, sportsmen, business tycoons, doctors, lawyers, singers, painters, authors, photographers and political leaders.

Jewellery should be fun to wear and enjoy. I believe that jewellery should be made for people to enjoy wearing, not merely store in a bank. So CJS jewellery is created to be worn at various celebrations of life, from births and birthdays, to graduations, engagements, weddings and golden anniversaries, or simply to add glamour to an ordinary day.

It’s not only about passing it down to the next generation; it’s about enjoyment. Our pieces are designed to be trendy, with elements like wood, leather and different metals being used.

In 2010, we selected Jacqueline Fernandez as our brand ambassador and started creating different striking campaigns every year. We also take our campaigns to the runway at the Colombo Fashion Week.

Q: What is your outlook for Sri Lanka in the next five years?

A: Our outlook is positive, with expectations of economic growth, social development and significant infrastructure improvements.

Sri Lankan sapphires remain a premier choice globally and the nation is a leading source of a wide variety of gems. I believe that the country can become a significant hub for the gem trade – with the right policies, and by fostering the free flow of gems and reducing over-regulation.

Q: And what is your organisation’s environmental, social and corporate governance (ESG) philosophy?

A: CJS is deeply committed to ESG initiatives. Since 2016, we’ve supported various projects such as the Colombo Fashion Week, the Galle Literary Festival and elephant conservation to name a few.

In 2018, we partnered with Dr. Asha de Vos and Oceanswell for marine conservation while in 2021, we joined hands with Emerge Lanka Foundation to empower abused girls through the Beads to Business programme.

Q: How would you describe the state of the retail jewellery sector in Sri Lanka?

A: The retail jewellery sector has faced challenges due to legislative issues and taxes constraining growth. Import restrictions on gold and inconsistent tax policies have further hindered its potential.

A booming tourism industry plays a crucial role in boosting jewellery sales, as tourists often purchase jewellery, which in turn boosts the nation’s foreign exchange reserves. Promoting Sri Lankan gems especially sapphires as part of the tourism strategy can significantly benefit the economy.

– Compiled by Yamini Sequeira

Telephone: 2585187 | Email: jewellery@cjs.lk | Website: www.cjs.lk