Quality and trust, cornerstone of Ranjinie’s success

Of many things that are close to our hearts, gold takes a special place. With the escalating gold prices, it has become precious and expensive thus making it an item of value one acquires for future requirements and prestige. The gold industry is a primarily male dominated sector where it revolves around salient features that need minute attention to carve a perfect product.

However, this trend has changed in today’s context and many women are also involved in the field adding colour to the industry that demand specialized skills and training to become a versatile industrialist. Ranjinie de Silva entered the jewellery industry armed with her experience and intense training to establish as a reputed jeweller in Matara.

With the seting up of Vasudha Jewellery and Newlekha Jewellery in Matara, she spread her wings to Nugegoda as the business grew steadily. The venture has become a hallmark of quality and is considered to be a key element in the jewellery business in Matara. Having come thus far she believes that quality and trust are the cornerstone of her success.

Ranjanie takes pride in meeting the customer expectations by providing quality, value for money and trendy jewellery which has been able to attract the attention in any occasion. She was interviewed by Daily News Business.

Excerpts of the interview.

Q.How do you describe your line of business?

A. I ventured into jewellery business first as a employee in a leading jewellery shop in Matara. I worked for over 25 years in various capacities starting at the bottom of the line and raising to be a partner in the organization. Having acquired skills and training in the jewellery industry in the stages of designing to producing jewellery, I wished to establish myself as a jeweller. Vasudha Jewellery was started in 2006 as a private company with my boss and mentor G.G.A. Gunasena who passed away last November. I converted the business to a sole proprietorship and I am fully involved in the business now. The venture has four jewellery stores under the names of Vasudha and Newleka in Matara as well as in Nugegoda. There is a continued demand for the products, but with the high cost of gold the buying capacity of the customers has declined. This has affected the business somewhat.

However, as gold is an essential item in many occasions,I do not see any negative impact to the bottom line in the immediate future. I travel frequently between Matara and Colombo meeting the suppliers and attending to other requirements. I have a set of suppliers and also make direct purchases to maintain healthy stock of jewellery. The ventures are a success and I intend consolidating it further.

Q. How do you strike a balance between family life and business?

A. My husband Cyril gives his full support to continue the business. Our son Nipun Dilanka who is next in line is now being groomed to succeed me. I want my son to continue this business with the same level of success as it is now enjoying. He is well trained for the task.

Q. What motivated you to venture into business on your own?

A. With the 25 years of valuable training and skill development, I had a liking towards the industry. The encouragement from my mentor G.G.A. Gunasena and my family I decided to embark on the venture. The knowledge on the industry and the skills were valuable assets in the business and it blossomed with time to be a fully grown business today.

Q.What are your goals?

A. I have this ambitious goal to expand the business throughout the country by setting up branches in every province. As the products on offer are of quality and value for money, I consider it to be of service to the people.

Serving people to the best of my ability is also one of my goals. The products are designed in keeping with the modern trends and fashion.

Q. How do you face the challenges of competition?

A. There is a strong competition in the industry as high prices have reduced the purchasing power of the customers. The finished goods at Vasudha and Newleka Jewellery are of high quality and better appeal. This is the secret of business sustainability.I also keep margins slim, which benefit my customers.

Q. What example do you provide to others ?

A. After retiring at the end of 25 years of my working life I did not want to relax. I made good use of my training and skills to serve the people and gain economic benefits. This shows that if you have a viable business proposition, things will work out for you to come up in life.

The sector needs special skills in going forward. Generally, these are inherited and passed on to generations. In my case I acquire the skills and ensured the good use by setting up the venture.

Q. What is your specialty?

A. I have carved a name as a reputed jeweller in Matara. This I consider to be more important as I have no related background. My hard work and quality craftsmanship have won admiration. My products are affordable.

The hoardings displayed at strategic locations also help advertise the business. I have not forgotten my past and it has become a blessing in my life.

Q. What are your achievements in family life and business?

A. I won the Best Women Entrepreneur in the Southern Province award conducted by the Federation of Chambers of Commerce and Industries under the medium category in 2010 and also the All Round Provincial Bronze award at the same ceremony.

I also won the silver award in 2009 at the ceremony organized by the Women’s Chamber of Commerce and Industries. I won two merit awards at the provincial and national level at the ceremony organized by the Ceylon National Chamber of Industries. These recognitions are important as they supplement our untiring efforts.

Q. What is your message to society?

A. Make the past a guiding light to a brighter future. Be a service to society as it has given us the opportunity to become what we are today.Giving back to mankind will make a bright tomorrow for the next generation. Efforts to bring a smile to others will have lasting effect on our journey of life.

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