Taking forward a bespoke legacy

Gehna offers hand-crafted artisanal Indian jewellery

Kanan naheta's passion for art, fashion and jewellery turned her boutique into a thriving business within a year.
Kanan, a graduate in apparel and fashion design from a reputed university in Mumbai and trained under the leading fashion gurus in India, opened Gehna Jewellery Boutique along with her husband Pranit Naheta in February 2015 in Dubai.
The Gehna outlet at Gold and Diamond Park showcases a gleaming tradition of Rajasthani and Mughal jewellery, brought forth by years of study and unmatched craftsmanship.
Pranit's family business, Jaipur Jewels, has the legacy of seven generations of jewellery makers, and is a well-reputed name in the Indian jewellery industry.

Kanan and Pranit took it upon themselves to take forward the bequest of his forefathers.
"Since 2013, we have been participating in exhibitions throughout the region to distinguish how the market would respond to our brand," Kanan said.
She said that launching a retail business internationally was a family dream.
"With Dubai being known as the 'city of gold' and its spectacular development in all spheres, it encouraged us to move here," Kanan said.
She realised a gap in the market for high quality hand-crafted Indian artisanal jewellery that appeals to a wider audience.
"Most of the stores offer a commercial, outsourced variety of artisanal polki meenakari jewellery. Hence, we wanted to give the region a flavour of true heirlooms and finely crafted pieces from our ateliers in Jaipur," she said.
"Our jewellery combines the 21st century woman with a bit of vintage glamour. Having seven generations of expertise in precious stones, pearls, diamonds and artisanal jadau jewellery has also built our credibility and gives us an advantage in this market," Kanan said.
The family is well-known for their craftsmanship and have created some of the most exquisite pieces of jewellery for the Patiala royals back in the days.
"Today at our Jaipur atelier, we have the descendants of the same craftsmen who worked with my husband's forefathers," she said.
"Our parent company 'Jaipur Jewels' has a legacy of over 150 years. It was important for us to live up to the family legacy," Kanan said.
Within one year, Gehna has developed a loyal client base within the GCC, Africa and Pakistan through direct communication and consultancy.
"Making a name in the market which is dominated by big players was not easy. We realised that the best way to build our brand is to focus on how to communicate the right brand proposition that fills the gaps," Kanan said.
"We have developed a unique tone of voice and implemented an aggressive marketing strategy by advertising in the right publications, as well as adapting our range of products to suit the lifestyle needs of the Middle East," she added.
Kanan said that, as an entrepreneur, managing the workload is a tough task.
"We wear many hats. Pranit is a GIA gemmologist and jewellery designer. I have more of a fashion background and gained extensive experience by learning from the best in the industry such as Wendell Rodrigues, Hemant Trivedi and Neeta Lulla. Together, we make the perfect business pair and handle all aspects of the business ourselves," she said.
Kanan noted that it's very important to develop the right tone of voice and think about how to effectively communicate the brand values.
Kanan personally handles all marketing aspects for her brand.
"For us, it started with our retail shop. We conceptualised the interiors ourselves in an effort to make our boutique merchant more successful. We have thought about every single detail - from the display areas to the tabletops, sofa cushions and paintings on the walls. Everything in our boutique speaks of handcrafted elements since it resonates with the ethos of the brand," she concluded.
- riaz@khaleejtimes.com

Surviving the first year is crucial: Kanan Kanan Naheta, co-founder of Gehna Jewellery Boutique, said that surviving the first year is crucial for start-ups. She advised entre-preneurs to be prepared and clear about their business plan. With the right kind of planning, they would know what to expect."For me, the first year of survival meant not just standing apart from competition, but also turning great strategies into great performance. There is a healthy competition in the UAE. There-fore, we try to think out of the box to get noticed. Turning heads is definitely essential to survive in Dubai's ever-evolving retail sector," Kanan advised.