• Lalitha Jewellers Co-Director and Allure Crafted Silver CEO Avinaesh Kandasamy on an industry rooted in tradition and history

Embarking on a journey through the intricate world of jewellery, The Daily Morning delves into the rich heritage and contemporary allure woven by the Kandasamy family in Sri Lanka. Our exclusive conversation unfolds with Lalitha Jewellers Co-Director and Allure Crafted Silver Chief Executive Officer (CEO) Avinaesh Kandasamy, a key player in an industry deeply rooted in tradition and history.

From Lalitha’s 73-year-old tradition, shaped by generations of craftsmanship, to the avant-garde spirit driving Allure Crafted Silver, we uncovered the unique trajectory of this family’s contribution to the jewellery landscape. As custodians of a legacy that began in South India and flourished in Sri Lanka, their story unfolds through the lens of tradition, innovation, and a passion for crafting timeless pieces.

The conversation navigates the distinct clientele of Lalitha Jewellers, steeped in tradition, and the contemporary audience embraced by Allure Crafted Silver. Kandasamy shed light on how these enterprises cater to diverse tastes, from intricate gold designs appealing to a more traditional base to handcrafted silver jewellery resonating with a younger, modern demographic.

We received more than a glimpse into business strategies; it’s a journey through the intertwining threads of history, culture, and entrepreneurship. Let’s unravel the narratives, challenges, and triumphs of the Kandasamy family, shaping the trajectory of Sri Lanka’s jewellery heritage in a dynamic and ever-evolving world.

Following are excerpts from the interview:

Can you share with us the unique journey of the Kandasamy family in the world of jewellery, from Lalitha’s long-standing tradition to the contemporary allure of Allure Crafted Silver?

Lalitha Jewellers has a tradition spanning 73 years, starting with my grandfather in South India. He moved to Sri Lanka, evolving the business from a small rented space to a prominent brand. Allure, made with crafted silver, a more recent venture, emerged as a passion project by my mother, the founder, aiming to explore and experiment with the versatility of silver jewellery. Driven by her creative spirit, she wanted to explore the possibilities of silver jewellery, creating a contemporary line that complements Lalitha’s traditional offerings.

Can you describe how the clientele of Lalitha Jewellers differs from that of Allure Crafted Silver, and how you cater to these different needs?

Lalitha Jewellers boasts a clientele deeply rooted in tradition, with a penchant for the timeless allure of gold. Our patrons, often comprising an older demographic, appreciate the intricate craftsmanship and cultural significance embedded in Lalitha’s gold designs. The jewellery from Lalitha reflects a rich heritage, appealing to those who value classical elegance and traditional motifs.

On the other hand, Allure Crafted Silver caters to a younger and more contemporary audience. This clientele seeks unique, handcrafted silver jewellery that aligns with modern fashion trends. Allure’s designs embrace a fusion of traditional craftsmanship with a fresh, modern aesthetic, making them appealing to a diverse range of individuals who appreciate craftsmanship with a modern twist.

To cater to these distinct clienteles effectively, Lalitha Jewellers employs skilled artisans who specialise in traditional goldsmithing techniques. The focus is on creating intricate gold pieces that embody the cultural and historical significance associated with jewellery in the region. The emphasis on tradition extends to Lalitha’s customer experience, providing a sense of nostalgia and familiarity.

Conversely, at Allure Crafted Silver, the design philosophy revolves around experimentation with silver as a versatile medium. The contemporary designs are crafted to resonate with a younger audience that values self-expression through unique, handcrafted pieces. The use of silver allows for more experimental and affordable creations, appealing to a broader demographic, including those exploring jewellery as a form of personal expression.

In essence, the two brands under the Kandasamy family umbrella complement each other, offering a comprehensive range of jewellery catering to different age groups and style preferences. While Lalitha Jewellers preserves the legacy of traditional gold craftsmanship, Allure Crafted Silver pioneers innovation in the realm of contemporary silver jewellery, ensuring a dynamic and inclusive approach to the diverse needs of our clientele.

In today’s jewellery industry, what’s the importance of jewellers moving from more traditional designs to modern trends to ensure the sustainability of their business?

It’s crucial for jewellers to embrace modern trends without forsaking tradition. By incorporating contemporary elements into our designs, we appeal to evolving consumer tastes while maintaining the timeless allure of traditional craftsmanship, ensuring the sustainability and relevance of our business.

With a shift away from customs like dowries, do younger generations still invest in jewellery, and if not, how does your business work on attracting new clients?

The societal shift away from customs like dowries has indeed influenced the motivations behind jewellery purchases, especially among younger generations. Rather than viewing jewellery purely as a symbol of financial investment, it has become more about personal expression and emotional resonance.

Our observation is that there is still a significant and growing interest among younger generations in acquiring jewellery, albeit with different motivations. Jewellery, for them, is a form of wearable art that reflects individual style and holds sentimental value. It is seen as a means of expressing one’s identity, achievements, and milestones.

To cater to this evolving mindset, our business strategy pivots on creating pieces that transcend traditional expectations. We focus on jewellery as personal statements and expressions of self. Our designs aim to resonate with the diverse facets of an individual’s personality, allowing them to connect with pieces on a deeper, more personal level.

Recognising the importance of adaptability, we have expanded our offerings to include more accessible options, such as the exquisite silver jewellery line from Allure Crafted Silver. This not only aligns with the changing preferences of younger consumers but also opens up avenues for those who may be entering the world of jewellery for the first time. The affordability and versatility of silver as a medium provide an entry point for a broader demographic, making jewellery more inclusive and accessible.

In essence, while the nature of jewellery ownership has evolved, the enduring appeal remains. By understanding and embracing the evolving desires of younger generations, we continue to attract new clients who seek meaningful and personalised pieces, ensuring that our jewellery remains relevant in the ever-changing landscape of consumer preferences.

Have you observed a change in the number of pieces people buy, especially with the economic crisis and increased migration?

During economic uncertainty, we’ve noticed a continued interest in gold, particularly in Southeast Asian markets where gold is considered a reliable investment. Additionally, our online presence has enabled us to serve customers abroad, overcoming challenges posed by increased migration.

How do you perceive the global potential for the Allure brand, given Sri Lanka’s crafting skills and multicultural influences?

With Sri Lanka’s exceptional crafting skills and multicultural influences, Allure has substantial global potential. The demand for handcrafted, meaningful jewellery is growing, and we aim to showcase Sri Lanka’s expertise on the global stage, offering unique designs that resonate with a diverse audience.

Could you share your strategy for taking Allure Crafted Silver jewellery to the global market, and where do you see Sri Lanka standing globally in the jewellery industry?

Our strategy for introducing Allure Crafted Silver to the global market is rooted in highlighting the exceptional craftsmanship and unique design sensibilities that Sri Lanka has to offer. We recognise the global shift towards sustainable and meaningful products, and our focus is on positioning our silver jewellery line as a testament to Sri Lanka’s rich heritage and commitment to craftsmanship.

First and foremost, we emphasise the handcrafted nature of our pieces. In a world dominated by mass production, the artisanal touch adds a layer of authenticity and individuality to each item. Our skilled artisans bring decades of expertise, ensuring that every piece tells a story through intricate detailing and design.

The global interest in sustainable practices is another aspect we leverage. Allure Crafted Silver prioritises ethically sourced materials and sustainable production methods. This commitment not only aligns with current consumer preferences but also contributes to the global conversation on responsible and eco-friendly practices within the jewellery industry.

To reach a wider audience, we strategically position Allure Crafted Silver as a brand that offers unique pieces. Our designs draw inspiration from Sri Lanka’s diverse cultural tapestry, creating a fusion of tradition and contemporary aesthetics. This not only sets us apart in the global market but also appeals to individuals seeking jewellery that reflects both heritage and modernity.

As for Sri Lanka’s standing globally in the jewellery industry, we envision a prominent role. The country has a rich history of craftsmanship, and our jewellery industry is characterised by a unique blend of cultural influences. Sri Lankan artisans possess unparalleled skills that have been honed over generations. By showcasing this expertise on the global stage, we believe Sri Lanka can emerge as a hub for distinctive and high-quality jewellery.

Both Lalitha Jewellers and Allure have a rich heritage in jewellery. How does it feel to be a key player in an industry deeply rooted in Sri Lanka’s history and traditions?

It’s a tremendous honour to carry forward a legacy that spans generations. While it comes with a sense of responsibility, the connection with customers and the opportunity to blend tradition with modernity is incredibly rewarding.

Sri Lanka boasts a diverse range of ethnic jewellery. How does Allure balance celebrating this diversity while maintaining the uniqueness of each culture’s jewellery?

Allure draws inspiration from all the diverse cultures in Sri Lanka, incorporating elements into our designs. The beauty of jewellery design lies in its ability to weave stories from various cultures, creating a harmonious yet unique collection that celebrates diversity.

Continuing a legacy built by your parents, grandparents, and ancestors can be challenging. Do you feel any sort of pressure, and if so, how do you handle it?

While there’s a sense of responsibility, I view it positively. Customer stories and the trust they place in our brand are a source of motivation. Embracing our history, I aim to innovate and contribute to the legacy in a way that resonates with the modern consumer.

PHOTO Krishan Kariyawasam