In an exclusive interview with SME Times, Ritu Seth- Owner & Designer of Belisma said that the biggest challenge for an SME is to build trust among customers.

Excerpts of the interview...

'Belisma', what made you choose this name for your company? What kind of jewellery making are you into?
Ritu Seth: 'Belisma' means something which is beautiful or gorgeous. As my jewellery promises to stand by its name to deliver the most beautifully crafted designer jewellery, I choose the name 'Belisma' for my brand. I'm exclusively in high end Diamond jewelry making.

Do you export your products outside India? If so, which are places and how is demand in those markets?
Ritu Seth:Yes, definitely I export my products outside India and my key markets are  Dubai, Singapore and Hong Kong. People in abroad prefer total westernize and more light weight jewellery.  

What kind of shows have you participated and how was your experience?
Ritu Seth: I have participated in couple of exhibition such as Timesglitter in Mumbai, Bridal Asia in Delhi and Vivaah exhibition and my private show which was held in Taj Gateway, Surat. The experience was wonderful and I even received good responses in every exhibition.

Small and Medium Enterprises (SMEs) contribute a major part in the jewellery making business. You being an SME, what kind of hurdles do you face to promote your work and style in jewellery business?
Ritu Seth: Basically I'm not from jewellery background, so it was a very difficult task for me to establish my mark in jewellery industry as there was no one to support me from jewellery industry. The other challenge which I faced was establishing trust in my customer for our brand as against the age old trust in their family jeweller.

What are your future plans in terms of expanding your business? Do you have any outlet in India or outside?
Ritu Seth: In future I would like to have my own flagship store in Mumbai or Surat. Also I would like to position myself as an ace jewelery designer and servicing my customers with better designs. Yes, I do have my own designer space in Surat.

Could you tell me more about your products and their variety?
Ritu Seth: We provide luxurious jewelry and timeless masterpieces, with  great satisfaction to our customers. From arresting signature designs to customary pieces, we deliver full assortment with one thing in common- an unimpeachable quality. The jewellery are wearable on both Indian as well as western outfits.

What kind of pieces are you planning to offer this Diwali festival to your customers? And, how is demand picking up this festival for gems and jewellery in India?
Ritu Seth: This Diwali festival we are offering contemporary yet stylish jewellery to the customers. People these days prefer more light weight and 3D jewelry as they are in trend and even wearable. The demand is great for gems and jewelery as it is good investment.

Have you ever tried to avail benefits under any govt. MSME scheme? What kind of response did you get?
Ritu Seth: No, I haven't avail any benefits under government MSME scheme, but in future will definitely want to get benefits under such schemes. 

(Namrata Kath Hazarika can be contacted at namratakh@tradeindia.com)