Building golden relationships

On a street that offers a majestic view of the famous Queen’s Necklace in Mumbai, a boutique that makes regal jewellery remains quaintly hidden in a classic building. As you enter the well-guarded doors of Shobha Shringar Jewellers, you leave the dust, grime and the heat outside as the staff welcomes you with a smile while you’re surrounded by magnificent jewellery.

Made to flaunt, each piece in their store is unique, which is why they call themselves a jewellery boutique. “A piece is never repeated in our store! We believe in creating unique pieces for all our customers and that’s why we do not repeat a design,” says Snehal Choksey, the director.

The business dates back to more than two decades, when Snehal’s mother Shobha started selling silver jewellery in her free time. “She would go to people’s places with her designs in tow,” says Choksey, who finished  college and joined his mother in exploring new horizons. “The base that we needed to get good customers was already built by my mother. I just had to capitalise on the goodwill,” says Choksey. After spending almost 20 years in a smaller premises not far from their present day showroom, the need for more space led to a new one about two years ago. “The business has grown so much, that even this showroom is small for us now!” he says with pride.

“Honestly, we believe in the word of mouth. We don’t have many walk-ins. Our line is such that we don’t want anybody popping into the showroom. Whoever visits, calls beforehand and even when someone recommends somebody, they let us know in advance. That’s how we run this boutique,” says Choksey. No wonder  their client list includes Nita Ambani, Shabana Azmi among many more. What keeps bringing their clients back is the jewellery, says Choksey. “We have a lot of designs that incorporate various styles across the country in a fusion and that’s why every piece is very different from the other. So, we have to be on our toes when it comes to designs,” he says.

Choksey continues to be inspired by his mother, Shobha, even today. “She started it all! Today, she supervises but she always has the final word on every design,” says a proud Choksey. “She is 70, but she is never tired and is always patient with clients. Her presence is an inspiration to us all!” Choksey feels that his father is an equally phenomenal force behind the business. “Being a chartered accountant himself, he gave immense support and encouragement to my mother. Back then, to see your wife working and doing as well as you are, was not easy.”

Shobha Choksey runs her business, her home and fulfills her social duties with much vigour and efficiency, her son proudly tells us. “She has got her due now as she sees the seeds that she sowed blossom. We family members work together. And our staff is the most important to us. They are the reason why we have been able to grow!” he says.
With an efficient team and a faithful clientèle, the next step for Shobha Shringar is to expand into the suburbs. “We want to open an outlet in the suburbs just for the convenience of our customers who are finding it hard to commute all the way to South Mumbai. We are talking about it, lets see,” says Choksey, who is going to divide the teams in such a manner that their current USP – personalised service – will remain constant across both the showrooms.

“Money is just a byproduct, what we really want is a great relationship with our customers. And when our customers remember us during their special moments, it makes it all worth it,” says Choksey, as he greets a customer with such warmth that can only come from an old friend.