Your Community is a series that hopes to bring recognition and business to the amazing entrepreneurs of our country, to appreciate the wealth of talent and sheer resilience of spirit that exists among our people.
When spoken to, the majority of the SME’s indicated that their challenges were similar. They are struggling with access to market and access to finance. They need guidance and support to overcome such obstacles. “ Your Community” addresses the need to create awareness, by sharing their compelling stories so that the potential customers out there can connect with them.
WCIC along with many partner organisations conduct continuous capacity building programmes for SMEs to gain knowledge in all aspects of business development.
‘Your Community’ provides exposure to the inspirational women entrepreneurs by sharing their story and making the world know how these courageous ladies are forging ahead. We invite you to interact and engage with these entrepreneurs and support local businesses.
We feature this week an entrepreneur who has been supported by the WCIC in her journey.
QTell me about yourself?
I am Rupika Perera, creator and owner of Ru Designer Jewellery; a humble woman, dedicated to serve others. I believe if you help without expecting a return you will always be blessed. My life is guided by this principle. I have allowed my life to be moulded by the lessons I have learnt and today I stand here with the experience I have gained.
Soon after completing my secondary education, I got married. I never had a desire to be employed and was content being a good housewife and a mother to my daughter.
This tranquility ended one day, when I woke up with the burning desire to start something home based. Though I had everything I felt I needed a challenge to complete my life.
I felt that every lady should feel special with unique jewellery. I made up my mind to design and create elegant, unique jewellery for the discerning woman, hence the birth of ‘Ru Designer Jewellery’
QSo, what led you to starting Ru Designer Jewellery?
I am fashion conscious and jewellery has been an integral part of my attire, always. My jewellery invariably gets admired by everyone around me. I make it a point to choose exclusive pieces and ensure they are coupled tastefully with what I wear depending on the occasion. My personal challenge was always to accessorise what I wear, to enhance my elegance.
I felt that every lady should feel special with unique jewellery. I made up my mind to design and create elegant, unique jewellery for the discerning woman, hence the birth of ‘Ru Designer Jewellery’.
We manufacture gold, white gold and silver jewellery with or without Ceylon Gem Stones catering to both local and international jewellery lovers.
QHow did you launch the business?
I had the passion and the ideas but had to align the required resources to commence operations. At the time I didn’t have the capital, or the technical and management knowhow.
I reached out to my husband with my business idea and he was delighted about the venture and had this to say “Rupi, I am so proud of you, Congratulations. I am a businessman and I started with nothing in hand. I grew my business while learning and making mistakes but with the determination to expand. A true entrepreneur will take his/her first steps alone and then seek support. You take your first step alone and I will support you”.
It took me a little time to digest this piece of advice, but I set out with an open mind, energised with the challenge to succeed. I had only one thought; I needed to prove to myself that I can do it. Without any debate or hesitation, I went to Bank of Ceylon, pawned my pair of bangles for a value of Rs 45,000 with the intention purchasing two showcases and a few silver chains to get Ru Designer Jewellery up and running.
Now that I had the capital intact, I had to secure market knowledge and technical knowhow. I walked tirelessly across all the jewellery shops in Colombo trying to understand designs, technology and pricing. I came to the realisation that my chosen industry was a unique one and acquiring knowledge was going to take a life time especially because I had to compete with families who had been in the business for many decades.
I had to secure a team of craftsman, if I was to establish Ru Designer Jewellery as a brand and roped in craftsman from different parts of the country including Galle, Colombo and Gampaha. The reason for selecting different localities was to embrace the diversity of art, craft and local heritage. This way Ru Designer Jewellery could address the needs of different customers, so that they could cater to their particular needs.
Our first designer piece of jewellery was a star shaped silver necklace for a close friend of mine. I was quick to understand the tastes of my clients and increased my customer base via my social network using my client testimonials. Clients of Ru Designer Jewellery loved the creativity and uniqueness of each piece of jewellery – they considered it one of a kind. Whilst rejoicing in my triumphs, I had an eye on what lay ahead, in order to ensure that my progress would be steady.
Q How did you grow your business?
The Gem and Jewellery industry is one of the oldest professions/businesses in Sri Lanka dating back to our ancestors in the Rajarata era. I was a new kid on the block, competing with the traditional Gem and Jewellery, family-owned businesses that have engaged in the trade over generations. I had to move fast and up my game plan. I placed greater emphasis on sharpening my technical knowhow to compete confidently in the market.
For starters, I acquired a Diploma in Gem and Jewellery certified by the Gem and Jewellery Authority in Sri Lanka.
The next step was to create a market presence for my brand Ru Designer Jewellery and gain prominence amongst the Gem and Jewellery business community.
I worked aggressively to achieve that recognition by registering myself as a participant at the “Luster Exhibition” in 2009. Unfortunately, I didn’t have the capital to secure a stall but didn’t walk away either. I spoke to everyone possible, trying to convince them to provide me an opportunity and finally connected with the former Chairman of the Gem and Jewellery Authority, Mr. Ajith Perera.
I couldn’t afford a stall but Mr. Perera worked around many options and offered me a spot and termed it the “Manik Pola” at Luster Exhibition. This was my first experience towards marketing my designer collection to foreign customers. My pulse raced as customers approached my collection. I could see the excitement in their eyes when they looked and tried on my jewellery. I was thrilled and considered this as a quantum leap in my business journey.
This was the start and I felt even more motivated and sourced more opportunities, as I continued to showcase my collections at many exhibitions including events such as Facets Sri Lanka, the International Gem and Jewellery Show, for several consecutive years.
I still felt that there was so much to learn about the industry and valued the business advice given by Mr. Ajith Perera, a veteran in the Gem and Jewellery Industry. Understanding and acknowledging my determination and perseverance along with quality and vibrancy of my creations, Mr. Perera encouraged me to register Ru Designer Jewellery at the Sri Lanka Export Development Board in 2010. A new beginning connecting me with the International market.
Capitalising on the opportunity, I participated in the 50th International Bangkok Gem Fair in 2012, promoting traditional Sri Lankan culture and heritage through gem studded Jewellery.
For further information email rusilver @sltnet.lk
