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“Tech support initiates order and discipline in manufacturing process”



ERP systems have been a life-saver for legacy brands in fine jewellery such as DIA Trendz. Over the years, digital processes have given direction and efficiency to the various departments of this manufacturing company. Retail Jeweller World understands the journey from DIA Trendz owner …..

The Retail Jeweller (TRJ): In the last 5 years, how has technology helped you to enhance your business?

Diatrendz started jewellery retail in 1969 and manufacturing in 1996. Before the advent of technology, manual workforce used to take more time to create wax, cast and the design part, but CAD machines have accelerated the process. Through CAD, we have reduced loss of raw material and productivity has gone up even if we reduce our 70-strong workforce by 15-17 people. So, technology has helped us grow in these 5 years.

In retail, we used to struggle with customer database and had no track on customers walking in. With Suntech’s ERP system, we could identify regular customers, promote our products to them regularly through channels and improve in-store walk-ins.

TRJ: How has Suntech’s technology helped you in improving your processes and sales? Are there specific instances that come to mind?

Specifically in manufacturing, Suntech’s platform has been benefiting us since 2012. There are five stages of manufacturing and initially, we couldn’t assess loss of raw material. Suntech’s platform has helped monitor loss in every level and control production. Again, foolproof process in maintained across departments such as artwork, pre-polish and setters because of the system of Suntech. Inter-branch transaction has become easier as only one person per branch per task can authorise the task to be executed across branches.

TRJ: How would you advocate Suntech’s product portfolio when it comes to a retailer’s holistic improvement — both at the front end and back-end?

We have been benefited by Suntech’s array of services for our manufacturing, retail and wholesale departments. In terms of after-sale service, we’ve received terrific response from the team to the top brass of Suntech whenever we faced any hiccup. We are using 8-12 separate packages of Suntech because of their services. More importantly, the processes are in-sync with The UAE’s recent anti-money laundering (AML) act, which helps us a lot.

TRJ: What is your vision for the jewellery industry for 2025? What is your message to your fellow jewellers?

Contrary to industry concerns of demand going down as price of gold rises, I think that jewellery holds such a great importance in Indian and Asian ethos, that demand will sustain. The only change will be in demand of certain types of jewellery. As generations change, focus will shift from weight to appearance even though the sense of investment remains intact.

While our jewellery has always been about physical experience, we realise a strong need to channel products of low ticket range online. In that sense, we have a lot of opportunity through e-commerce.

Courtesy: Retail Jeweller World News

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