Pivini tastes success in glittering world

Sanjeevi Jayasuriya

Gem and jewellery are closer to a woman's heart. Living in a glittering environment is a pleasant experience. Winning the trust and sustaining a customer is an art that should be mastered in the world of business. Her sheer determination to taste success in her chosen field has become a reality today. She has a set of loyal customers and happy that fair trade has paid rich dividends. The Jewelink Director Pivini De Silva is a trend setter in her own way as there is a dearth in women's involvement in the field she is engaged in. Pivini is a force to reckon with among industry players where she had made great strides in her venture. Carrying on the business in the lines of elegance, value and fair price Pivini attributes her success to right decisions taken at the right time by her husband and herself.

She was interviewed by Daily News Business.

Excerpts of the interview.

Q: What is the business you are engaged in and how do you set about it?

A: The Jewelink is a family business that involves my husband and me and focuses on gems and jewellery. We are jewellers and gem merchants specialists in Sri Lankan natural gems and gem studded jewellery in 22 kt, 18 kt and 14 kt gold, white gold and silver. We also produce diamond products and all these are natural. We do not sell any synthetic products. We design our own jewellery and offer them to customers. The entire supply chin is managed by ourselves. Our factory is located in Colombo where there are 15 workers. They carry out production based on our designs and we sell them at three outlets.

I represent the fourth generation of jewellers which is an inherent family business. However, my mother's grandmother and family did buying and selling business and gradually focus on production. We ventured into designing, manufacturing and selling going one step ahead. We too first started as a buying and selling business and develop the venture into selling our own creations.

Soon after the Advanced Level examination my father enrolled me in a gem and jewellery diploma course conducted by the Maradana Technical College. I gained knowledge in casting, gemology, manufacturing and designing which was an asset to me in the business. My father's brother Clarence De Silva of Gem Ray (Pvt) Ltd was a reputed and leading gem merchant. His influence on me had a strong impact in the success of the business.

Immediately after marriage we wanted to start a business of our own and this is how The Jewelink was set up. Initially we were a whole sale supplier operating at a premises located in Kadawatha.

We saw that our products fetching good prices in the market and this motivated us to start our own outlets. Now there are three outlets, two in Kollupitiya and the other in Bambalapitiya. We have been in business for ten years and have won the trust and confidence of our customers.

This is a business that involves dedicated items and one wrong move could tarnish the image. We are extra careful in the aspect of quality, trust and the finish and give value for money. This is the secret behind longstanding customers.

Q: How do you balance your family life and business?

A: My husband Saman Dedigamuwa is the co-business partner. He is the live-wire behind the business. We have one daughter Thisanja who is 11 years old. The business was started when my daughter was born and the business grew with her. As this is a family business, my husband and I share responsibility of the business and the child. My husband is a source of inspiration and my world is centered around him and daughter. The close relationship among us ensure smooth run of the business and family life.

Q: What were the challenges you faced?

A: There were challenges from other industrialists at the initial stages. However, with determination and courage I managed to overcome all these odds. We have regular foreign customers and the business does not have any intermediaries. I do not give commissions on sales.

This is a bold decision we took amidst pressure from similar businesses. I have the trust and confidence of the customers and they are very loyal to my products. The initial process was challenging and I have come a long way now. Looking ahead I consider I have no challenge now and have created a satisfied customer base.

Q: What are your goals?

A: I engage in exports on a small scale mainly to Japan. I have a goal to further expand my exports. This will bring more international recognition to my business.

Q: Was being a woman an advantage to be in business?

A: Yes. Many customers are attracted to my business premises because a woman is doing business. This is an advantage for me. Women's appealing qualities could attract more business. However, they need to know where to draw the line. For me gender does not matter. I am a born fighter and always strive to achieve victory.

Q: What is your advice to women in business?

A: Women should have courage, determination and commitment to the task. You must make an effort in the areas you excel to do well. Every woman has some talent and need to improve on this.

The focus should to develop your talents to gain maximum benefit. They need to be passionate about what they do.

Q: What were your achievements in family life and business?

A: I lead a satisfied family life. My prime aim is to educate my daughter and ensure she does well in life.

Gem and jewellery business is an art and is very interesting. We convert our creations into monetary value. This gives us happiness. As we started from scratch and it is a pleasure to look back at the success we achieve. We take negative criticism seriously and be prepared to face worse conditions. We do what is necessary when and where it is necessary. This has ensured the upward move of the business.

There are many people who extend support to take the business to this level. My gratitude goes to Eric De Silva, Clarence De Silva, my parents, my school - Southlands College Galle, my friends from tender age and the staff including Dilini who is there from the inception. Their continued support has been a major contributory factor in business success.

I was adjudged the winner in the small category in the tourism sector at the Women Entrepreneur Awards 2009 organized by the Women's Chamber of Commerce and Industry last year. We are building the business further at present and aim to take it to the next level.

Q: What is your contribution to society?

A: I engage in fair business. This I consider important where in many instances people focus on earning quick money. I have provided employment for 35. As I mentioned I have loyal customers and have build the relationship beyond business. They send regular emails and tokens of appreciation. There are commission-based sales in this business. This is hampering the good name of the country and other businesses. The authorities need to address this issue to make this a vibrant business sector. I am an entrepreneur and have set an example to the society for what women can do for the country's economy.