While a relative newcomer, Arunashi, with its boldly innovative yet reasonably priced jewellery designs, has received the kind of immediate recognition that is rarely granted a young company. Founder and designer Arun Bohra is no stranger to the elite world of fine jewellery. He bears with him the heritage of his family in Jaipur, India, which has been creating exquisite jewellery for Indian royalty for over 150 years. Six years ago, he started his own company, Arunashi – a blend of the names of his wife, Ashita, and himself.

1. Jeweller eyes Asia, Europe markets with unique designs
Jeweller eyes Asia, Europe markets with unique designs
While a relative newcomer, Arunashi, with its boldly innovative yet reasonably priced jewellery
designs, has received the kind of immediate recognition that is rarely granted a young company.
Founder and designer Arun Bohra is no stranger to the elite world of fine jewellery. He bears with
him the heritage of his family in Jaipur, India, which has been creating exquisite jewellery for Indian
royalty for over 150 years. Six years ago, he started his own company, Arunashi – a blend of the
names of his wife, Ashita, and himself.
With his encyclopaedic knowledge of gemstones and a fascination with the diversity of jewellery
design, Arun has created a captivating range of jewellery with the use of highly articulated metal
work, rarely coloured gold and, especially, an infusion of rare coloured gemstones and glowing
enamel. “The trick in this trade is to find fairly rare but not terribly expensive gemstones. We must
strike a balance between price and desirable materials,” said Keith Houfek, director of sales at the
company.
He further noted that one-of-a-kind design is not necessarily expensive. “Our focus is to offer
unique, wearable jewellery ranging in price mainly from US$3,000 to US$5,000 per piece. We even
have one-of-a-kind pieces priced at a few hundred US dollars, depending on the materials used.
Today, there are not that many customers who buy a necklace with a price tag of US$100, 000,” he
explained.
Having gained the status and recognition in the US market it has worked towards since 2004,
Arunashi recently started venturing into other markets that offer opportunities for growth. “As
penetration of the US market will be very difficult in the next several years, we intend to foray into
other strong markets to tap their potential. Hence, in 2009, we exhibited for the first time at the
September Hong Kong Jewellery & Gem Fair. It’s the starting point for us to tap into the Asian
market. Our next move is to exhibit at Basel World 2010,” he said.
Whether in Asia or in Europe, Mr Houfek is confident that the company's products will be well
received. “The way to escape the turbulence of the economic cycle is to compete on uniqueness of
products. One-of-a-kind, wearable pieces always have a special appeal to those who wish to reflect
their unique temperaments,” he believes.
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