HOW WE SPREAD OUR ROOTS TO BECOME WORLD CLASS JEWELLERY MANUFACTURER

Nestled amidst the verdant Western Ghat mountain range and in the basin of the Noyyal river, Coimbatore is a city rich with nature as well as history. From being hailed as the Manchester of South India for its famed textile industry to being the proving grounds where entrepreneurs have flocked to for dozens of years, Coimbatore has had a strong economical presence in Tamil Nadu’s canvas. Many different industries have established their bases here in various fields like wet grinders, machine works, foundries, submersible pumps. It is also one of the major gold jewelry manufacturing hubs in the country, with over 3000 companies manufacturing their products here and over 40,000 goldsmiths plying their trade. Therefore it is no great surprise that Emerald chose to spread its roots here, in a city with such a rich manufacturing history.

FAITH IS TAKING THE FIRST STEP EVEN WHEN YOU DON’T SEE THE. WHOLE STAIRCASE. “OUR FIRST STEPPING STONE”

Emerald started as one man’s dream in 1984 in a small shop in RS Puram. In the incredibly unorganized sector of gold jewelry in India, he set out to carve a swath for himself. With a meager investment of 10000 that was loaned by his mother, K. Srinivasan set up shop in Coimbatore and started supplying clients with exquisite pieces of jewelry with intricate designs and never before seen attention to detail. His strong no compromise on quality stand soon paid off and he started shipping to Ahmedabad, Mumbai and Delhi. Emerald only grew from strength to strength as the years passed.

TAKE THE FIRST STEP WITH FAITH

A little more into how it all unfolded- Miracles are indeed real when it comes to the life of Mr.Srinivasan. Setting up a shop came about with something magical that happened. It was a usual day in Mr.Srinivasan’s life when a stranger from Ahmedabad requested young Srinivasan for help.Knowing Hindi, Srinivasan was able to help this stranger navigate through the city and with his tasks. Over a cup of tea , the stranger asked what young srinivasan was upto. He mentioned his aspiration to commence manufacturing jewelry to which the stranger said that he was looking for a person who was doing exactly the same. Delighted, Srinivasan offered to manufacture and the stranger asked him to bring to him some samples. This stranger, Shri Praanjeevan Bhai, Our Godfather is still revered by all of us here at Emerald.

ANYTHING IS POSSIBLE WHEN YOU HAVE THE RIGHT PEOPLE TO SUPPORT YOU.

Miracles did happen but it required efforts – Srinivasan had a reason to celebrate, however his meager income earned by being a salesman for 10 months in a jewelry shop wasn’t enough to make an impactful sample. Srinivasan however managed to get some money, his mother Smt. Saraswathi Ammal had given all her savings of Rs 10000 with unconditional belief in her son’s determination and grit. After securing enough money, Srinivasan not just wanted to create jewelry, but masterpieces. In a market where purity,design and quality were irrelevant he wanted to create pieces which hummed excellence. Manufacturing these marvels, he shared with our Godfather Shri Praanjeevan Bhai. Being greatly impressed. Pranjeevan bhai not just gave Srinivasan huge orders but referred him to his family and friends and there was no looking back for Emerald ever since.

EVERY ONCE IN A WHILE, A NEW TECHNOLOGY

With incredible foresight, Mr. Srinivasan knew that the future of manufacturing lay in automation and technology and started attending International Jewelry Fairs all around the world to seek new ideas and machinery he could incorporate in Emerald to produce world class jewelry. His principles and ethics shaped and molded the growth of the company into becoming a force to be reckoned with in its own right.

STRENGTH AND GROWTH COME
ONLY THROUGH CONTINUOUS
EFFORT AND STRUGGLE.

Today, Emerald is a sprawling enterprise with a workforce numbering in the thousands and a pan Indian as well as a strong global presence. Latest technologies work alongside the traditional creative design processes that have been passed down in craftsman families to produce pieces of jewelry people are proud to own. No matter how high Emerald soars, it still remains true to its roots, with the main base of operations as well as two design centers being in Coimbatore. The shop that birthed Emerald nearly 4 decades ago is now the headquarters of the entire company while the first branch office opened in Coimbatore is still operational. Emerald hasn’t let ambition cloud its core tenets and values and remains grounded in the purpose of delivering perfection even while it soars even higher to reach new pinnacles.