DW SEPTEMBER - OCTOBER 2019

Cover story
Customers in Tulja Jewellers
Wembley is another area that has a high population
of Asians and is dominated by persons having roots
in the state of Gujarat. The largest concentrations of
British Bangladeshis live in east London boroughs.
They form one of the UK’s largest groups of people
of overseas descent and are also one of the country’s
youngest and fastest growing communities. Green
Street in East London has emerged as a major market
for Asian consumers.
The jewellery retail scenario in Asian dominated
areas looks underdeveloped and primitive as compared
to rest of London. Visiting jewellery markets
in Southall and the Green street gives you a feeling
as if you are Delhi’s Karol Bagh market.
All the jewellery stores in these areas have two sliding
doors that are locked from inside. One has to
press the bell in order to enter a store. There have
been increasing instances of armed robberies at retail
outlets that has necessitated the need for caution.
With the exception of Joy Alukkas, all jewellery
stores are mom and pop stores. Joy Alukkas set up
a store on the Green Street way back in 2009. Their
store is comparatively smaller as compared to any of
their stores you find in an Indian city.
Visuals of film start Kajol adorn the stores and there
are danglers announcing the Big Summer Sale offering
0 per cent deduction on old gold exchange.
Jojan Thomas, the showroom manager informed me
that the store has been in operation for the last ten
years. It has been doing reasonably well. The clientele
of this store is predominantly Bengali Muslims
of Bangladeshi origin who prefer to buy plain
gold jewellery. As 85 per cent of the customers are
Bengalis, the store is stocked with plain gold jewellery.
They prefer to get married in the UK. Weddings
are big buying occasions. The fastest moving product
categories are bangles and chains. Joy Alukkas’
brand ambassador Kajol finds an instant connect
with Bengalis.
British Bangladeshis are people of Bangladeshi
origin who have attained citizenship in the United
Kingdom, through immigration and historical naturalisation.
During the 1970s, large numbers of Bangladeshis
immigrated to the UK, primarily from the
Sylhet Division in north-eastern Bangladesh. The
largest concentration lives in east London boroughs,
such as Tower Hamlets. They buy gold jewellery for
adornment and investment.
Thomas informed me that 100 per cent of their
stocks are imported from their Dubai office. Joy
Alukkas has been contemplating opening their second
store in Southall. They advertise primarily on
Bangladeshi TV channels and it has proved beneficial
for them.
Most of the other jewellery stores on Green Street
are owned by Gujarati jewellers from Kathiyawad
who migrated to London via East Africa. Vikram
Santilal of Jeram Jewellers is one such jeweller
whose ancestors migrated from Madagascar. He is
The last two years have been bad for business.
The prices of gold has shot up drastically that
has led to the customers adopt a wait and watch
approach. Customers are postponing their
purchases hoping for prices to come down
Vijay Lodhia, Tulja jewellers
We are unhappy about the heavy price under
cutting prevailing on Green Street. There
are unscrupulous elements who are selling
smuggled gold ornaments and it is not possible
to match their prices
Zahid Khan, Pakeeza Jewellers
DiamonD WorlD september-october 2019 57