Entrepreneurs Today reached out to Sumit Garg, the entrepreneur behind Delhi Diamonds, who has masterfully integrated heritage with contemporary elegance, establishing a brand synonymous with trust, quality, and innovation.
His journey into the world of jewellery began with a deep exploration of engineering and textiles following his graduation in 2006. His early immersion in his family’s gold jewellery business provided invaluable hands-on experience, setting the stage for his future endeavours.
Equipped with professional certifications from esteemed institutions like the International Gemological Institute and practical training stints in Mumbai and Surat, Garg ventured into the wholesale diamond jewellery sector. Over a decade, he meticulously built a robust network spanning North India, from Jammu & Kashmir to Chhattisgarh, showcasing his creations at prestigious exhibitions in major cities such as Delhi and Varanasi.
Getting Started
In 2018, Sumit transitioned to retail, driven by a fervent passion for innovative jewellery design. Launching his first modest showroom in Pitampura, Delhi, Sumit swiftly gained recognition for his exclusive and meticulously crafted pieces. Today, Delhi Diamonds stands tall as a premier destination for discerning clientele seeking exquisite gold and diamond jewellery, celebrated for its unparalleled retail experience.
The journey initially began with wholesale, but there were numerous challenges associated with it.
Interviewer: Can you tell us why you transitioned to the retail market?
Sumit: “I noticed that despite the excellent designs, the wholesale market was focused solely on the commodity aspect of jewellery. They were more concerned with the carat and grams of the jewellery, rather than appreciating the design and innovation we put into our products. This led me to venture into retail, and in 2018, I set up a small showroom in Pitampura, Delhi. This retail venture also gained momentum, and today, we have a grand showroom where we specialize in premium retail of gold and diamond jewellery, featuring exquisite designs and serving a discerning clientele.”
The USP
Delhi Diamonds distinguishes itself in the highly competitive diamond jewellery market through a strategic focus on vertical integration and extensive expertise.
Unlike typical retailers, they oversee their production process, operating a dedicated factory in Germany Colony and collaborating closely with leading manufacturers in Navi Mumbai, Surat, and Ahmedabad. This hands-on approach ensures rigorous quality control and competitive pricing, setting them apart in delivering superior craftsmanship and authenticity.
Sumit’s decades-long experience and profound gemological knowledge further enhance their credibility, enabling them to provide unmatched value and trust to their discerning clientele.
Interviewer: How did your engineering degree and technical background influence your business?
Sumit: “In the jewellery sector, which is largely unorganised, most jewellers lack formal education. About 70-80% of jewellers typically have minimal education, often up to intermediate or basic graduation levels. My technical education in engineering provided me with analytical thinking, which proved invaluable in innovating our jewellery designs. We focused on enhancing craftsmanship and precision in diamond cutting, ensuring that our products maintained high quality and finish. My technical background also enabled us to develop software, CRM systems, and data analytics tools, which streamlined our business processes and improved decision-making.”
Delhi Diamonds maintains a meticulous approach to sourcing materials, particularly diamonds, ensuring both ethical integrity and exceptional quality.
Sumit personally oversees the procurement process, leveraging his extensive industry experience to select diamonds exclusively from reputable suppliers known for their ethical practices. Each diamond is carefully vetted to ensure it is conflict-free and ethically sourced, aligning with international standards.
In addition to ethical considerations, Delhi Diamonds emphasises creativity and innovation in their jewellery designs. They collaborate closely with external designers and their in-house team to craft unique pieces that reflect contemporary trends in fashion and bridal jewellery. This collaborative approach allows them to integrate Sumit’s specialised gemological knowledge into designs that feature unique gemstones, special diamonds, and distinctive gold colours, catering to the discerning tastes of their clientele while maintaining the highest standards of craftsmanship and aesthetic appeal.
Initial Challenges
Sumit faced several initial challenges when founding Delhi Diamonds in 2007. Despite his family background in jewellery, his transition into diamonds required starting from the ground up, learning about diamond quality and navigating logistics and craftsmanship complexities. He says,
“There was a steep learning curve as I travelled extensively in and around Mumbai and Gujarat to find the best manufacturers and artisans capable of producing high-quality jewellery. One of the biggest challenges was identifying reliable manufacturers across India and sourcing diamonds that would meet our customers’ expectations for brilliance and durability.”
Interviewer: Consumer tastes change over time. Was adapting to these changes ever a challenge?
Sumit: “As I mentioned earlier, we work closely with fashion designers to anticipate upcoming trends. We tailor our jewellery designs to complement these trends, especially for weddings, which represent a major market for us. When a bride shops for wedding jewellery, she typically selects her attire first. Depending on the outfit’s style, such as incorporating Swarovski crystals or specific colour themes, we adjust our diamond and gemstone designs accordingly. This approach allows us to offer a wide range of designs, from traditional to contemporary, ensuring that we meet our customers’ evolving preferences.”
Celebrating Feats
Till now, Sumit has achieved significant milestones in the jewellery industry, serving as Delhi Director of the Indian Bullion and Jewellers Association and as an Executive Member of The Bullion & Jewellers Association, Chandani Chowk. He has been honoured with India’s Most Prominent Jewels Awards in 2019 and 2020.
Sumit’s entrepreneurial journey includes successfully establishing and operating five jewellery businesses across the manufacturing, wholesale, retail, and e-commerce sectors. He actively participates in domestic and international trade shows, contributing to the industry’s growth and visibility.
Plans Ahead
Looking forward, Delhi Diamonds is gearing up to launch an innovative startup focused exclusively on rings, marking a significant expansion in their product offerings. Their plan involves establishing a chain of stores dedicated to a wide range of rings, spanning from affordable options to luxury pieces priced between 10,000 to 10 lakhs.
The primary emphasis will be on offering a diverse selection of golden and diamond rings, aimed at meeting varied customer preferences while upholding Delhi Diamonds’ commitment to superior craftsmanship and quality.
Lessons Learned
Reflecting on his entrepreneurial journey, Sumit Garg has learned invaluable lessons about staying true to core beliefs and maintaining self-confidence. He asserts,
“Trusting my intuition, courage, and decisiveness has been instrumental in overcoming challenges and achieving success. I advocate for aspiring entrepreneurs to embrace these principles and diligently pursue their aspirations with persistence and dedication, as I continue to do in my own endeavours.”
