Basma Chaieri was a travel executive for 15 years but at 40 she challenged herself and opened her diamond jewellery business and named it “Etika Jewels”. She opened it with the amount of her savings which was Dh4,00,000. Around the starting 18 months this business faced hardship but in the last year, it generated revenue of seven digits. This is her success story as she said forming and bringing something into existence from zero is usually exciting for her. Her grown-up passion leads her to the world of lab diamonds and gemstone jewellery, studying about gemmology and diamonds, and eventually starting her diamond jewellery business online.
A 15 Years Travel Executive Turns Into a Powerful Businesswomen
As a newbie entrepreneur, she wanted to change the diamond jewellery business game from traditional ways to contemporary ways as she made the diamond jewellery out in the digital space from the physical shops. 10 years before when Chaieri came to Dubai with her husband and at that time she was working in Booking.com where she began a unit for her firm.
She further said she learned all these skills and was interested in building something from the bottom throughout her career specifically when she was working in the travel company and formed her business unit in the Middle East, Africa, and Turkey for Booking.com while over the market supervising and sales for the Expo 2020 Dubai
It was not like this two years before so in late 2021 she setup her diamond jewellery business and in around mid-2022 when she started her online retail platform. She discloses her customers have grown ten times bigger compared to one year. Around 70 percent of them are repeat customers.
Enlightening the customers regarding lab-grown diamonds
She says that by moving her business out and making it to the e-commerce platform, Chaieri holds the hope of making jewellery with lab-grown diamonds as an everyday jewelley. Traditionally it was seen as preferable and rare. By this, it would be available to a wider audience
Further, she said the present generation emphasizes experiences over material ownership but they still aim to be fashionable and up-to-date with trends. She educates her customers about the properties and the value of these lab diamond jewellery which is a new concept.
The process will teach you how to adjust and move the complications of e-commerce and the lavish goods market, predicting changes and reforming the strategies accordingly. It’s all about being in the spotlight in this exclusive industry.
2 significant tips that Basma Chaieri gives
Always hold account for additional expenses
she says When you think you think that steering is in your hand something does happen. For example, in the business journey that she envisioned for the website at the starting point, she faced numerous hurdles and difficulties that immensely affected her performance. Further, she added that they had to reconstruct the platform not only once but again. It was an important astonishing in their financial preparations and underlined the significance of considering possible setbacks and add-on expenses.
How to reevaluate and reprioritize your tasks
You can accomplish all your goals with time. Organizing activities to establish your business is essential, while the less critical things can be approached later.
She said This method aids in maintaining focus and flow. She added that entrepreneurs often forget to leverage their skills to reduce expenses. For her, it was meant for “branding, content creation, managing social media platforms, and even designing jewellery pieces.”
Further she said she reinvested in the profits of the business. Additionally, she also follows the rule of worthy creation over income and emphasizes in forming wealth apart from increasing revenue. This aids me in moving my focus from short-term profits, to getting a long-term.
