RAJA JEWELLERS
Q: The origins of Raja Jewellers dates back to the 20th century. Could you outline the history of your organisation?
A: The glorious journey of Raja Jewellers started in Chatham Street in 1928 when my grandfather – the late E. A. Fernando – founded E. A. Fernando Jewellers. In 1964, his son – my father, the late Raja Fernando – relocated the store to Bambalapitiya and renamed it Raja Jewellers.
In the 1980s, my brothers and I took over the business, and registered it as a private limited company. My brother Asoka and myself, along with our dedicated staff, faced many challenges to bring Raja Jewellers to its current position.
We’re proud to say that from a small jewellery store of just 25 employees in the early 2000s, we have transformed ourselves into one of the biggest jewellers in Sri Lanka.
We currently employ more than 300 people. And I am happy to say that the fourth generation of Eliyapuras have also joined the business, infusing its operations with talent, spirit and contemporary trends.
Q: In regard to the organisation’s timeline since inception, what have been its most significant milestones?
A: The most significant achievements include expanding our head office in Bambalapitiya in 2009, and opening branches in Negombo and Kandy – in 2012 and 2018 respectively.
We launched our youth brand – Infinity by Raja Jewellers – in 2019. It currently operates online, making us the first jeweller in Sri Lanka to introduce such a developed online shopping platform.
We’ve won many awards for our contribution to the gems and jewellery industry. Our most cherished awards were won at the 2018 Presidential Awards for the Best Jewellery Item, Best Jewellery Manufacturer and Highest Hallmarked Jeweller. Further, we were the only jeweller to represent Sri Lanka at the Dubai Expo 2019.
Q: Raja Jewellers has evolved through the years to gain a prime position in the industry. How have the market and customers progressed over time? And how have you responded and adapted to these changing customer requirements?
A: In my 30 years in this industry, I have seen many changes in consumer buying patterns, interests and the importance they assign to jewellery.
In the 1960s and ’70s, customers focussed on having five compulsory sets. A father would gift his daughter a complete set of diamonds – including a matching diamond hairpin – along with collections made of emeralds, rubies, sapphires and pearls, with designs influenced by both Sri Lankan and Indian cinema.
As for the 1980s, the local market started shifting towards Ceylon stones; and in the 2000s, the focus was on elegant, modern and unique designs.
Today, the demand is based on a mix of ’90s and 2000s designs with social media influencing consumer buying patterns.
We have been in this industry for over nine decades and understand the need to adapt by designing and manufacturing unique pieces of jewellery accordingly. We focus on local, international and social media trends.
Q: In your opinion, what were some of the most significant challenges faced by your company in recent times – and how have you overcome them?
A: Without a doubt, it is the pandemic. Even in these difficult times, we have managed to protect our staff – and maintain our position in the market by adapting well to the ‘new normal.’
We introduced the online shopping platform www.infiraja.com, virtual appointments and home delivery options. The increasing cost of living has forced people to buy only what is necessary, which affects the luxury goods market.
We’re facing the biggest challenge ever but I am positive that we’ll overcome these obstacles as we did over the 90 years of our existence.
