Mahesh Devji Managing Director of Devji Aurum
What inspired the collaboration with Jayne Pierson for the Gwenllian Collection? How does this collection blend the rich heritage of Devji Aurum with contemporary design aesthetics?
At Devji Aurum, we believe that jewelry should do more than just decorate—it should tell a story. Jayne wanted to highlight the rich Welsh heritage through timeless pieces, and when we first met, we realized we shared a vision and a captivating story. The Gwenllian Collection beautifully captures the essence of Welsh heritage, connecting the past and the present while reflecting the spiritual soul of Welsh culture.
How has Devji Aurum maintained its position as one of the oldest and most respected jewelers in the world? What are the core values that have driven the brand’s success over generations?
Our founder, Shri Devji Ramji Sagar famously said: “Be original and weave from dreams what no one has ever seen, be sincere enough to craft them with perfection and people will take notice.” This remains our guiding principle. In 1947, he arrived in the Kingdom of Bahrain from the small village of Mekhadi in Gujarat, India. He brought with him a long tradition of jewelry-making passed down through nine generations. His vision was that his creations would not just be beautiful pieces, but time capsules that told stories. Today, Devji Aurum continues this legacy, creating unique, meaningful jewelry that speaks to the soul.
How does Devji Aurum balance tradition and innovation in its designs? What are the latest techniques or technologies that the brand has incorporated into its creations?
The traditions of any culture or society represent the past and the values we inherit. At Devji Aurum, we focus on present aspirations, creating a harmonious blend of tradition and innovation. Our commitment to using the finest materials and advanced techniques instills confidence that our timeless pieces will narrate the stories of our time, ultimately becoming the refined traditions of the future.
How has the Middle Eastern market evolved for luxury jewellery brands? What are the key factors driving growth and demand in this region?
The Middle Eastern market has become a key destination for luxury jewellery brands for several reasons. Its location, connecting the East and West, makes it an important hub for trade and cultural exchange. With a growing economy and increasing disposable income, the region offers a secure environment for luxury purchases. Consumers in the Middle East are drawn to jewellery that reflects their status and lifestyle, with a strong focus on quality and craftsmanship. In short, the combination of its strategic position, economic growth, and appreciation for fine jewellery makes the Middle East a key market for luxury brands.
What steps does Devji Aurum take to ensure the ethical sourcing of gemstones and precious metals? How does the brand contribute to sustainable practices in the luxury industry?
Integrity is at the heart of everything we do, especially when it comes to sourcing gemstones and precious metals. We work only with trusted suppliers who share our values, ensuring responsible sourcing through thorough checks after mining and cutting. We also obtain third-party certifications to confirm the quality of our materials. Our vendors undergo careful vetting, and we maintain strict internal controls to meet high standards. For decades, we’ve been creating unique designs that set our clients apart. Our commitment to ethical sourcing and sustainability strengthens our brand and the luxury industry.
How does Devji Aurum create a unique and personalized shopping experience for its customers? What are the key factors that differentiate the brand’s customer service?
We welcome every customer like family, building relationships that go beyond the initial purchase. Our personalized approach is focused on understanding each customer’s preferences, needs, and aspirations. We offer tailored guidance to help them find or create the perfect piece. With exclusive customization options, attention to detail, and a welcoming atmosphere, we provide a customer service experience that stands out. By combining exceptional craftsmanship with genuine care, we ensure every visit is the start of a lasting relationship.
What are the future trends in luxury jewellery? How does Devji Aurum plan to adapt to these trends while maintaining its core identity?
Since 1950, Devji Aurum has set trends in Bahrain, leading the way in design and innovation. Looking ahead, we anticipate key trends and focus on understanding our clients’ aspirations through detailed profiling and attentive listening, ensuring our pieces resonate with their desires. We also recognize design cycles and creatively interpret them to offer fresh, relevant pieces. Our dedicated team, supported by a strong internal ecosystem, drives innovation forward. With every step and design, we stay true to our core values, ensuring that our legacy of excellence and authenticity continues as we evolve.
Can you highlight some of Devji Aurum’s signature collections and the unique features that set them apart?
Devji Aurum’s signature collections stand out for their artistic design, exceptional craftsmanship, and the careful creation of masterpieces. Each piece is a unique work of art that tells a story, crafted by skilled artisans who bring intricate designs to life. The Ruhi Collection blends traditional gold with modern sophistication, featuring diamonds, semi-precious carved or engraved gemstones, and natural pearls, all crafted in 18K and 21K gold. The Bridal Collection is designed to honor each bride’s uniqueness, offering full diamond sets in white, rose, and yellow gold, along with solitaire wedding bands and matching twins for a contemporary twist. The Fashion Collection includes versatile pieces, combining diamonds with precious and semi-precious gemstones in various gold tones, perfect for different occasions. We focus on the harmony between gemstones and precious metals, ensuring that every jewel is not only visually stunning but also a representation of artistry and craftsmanship. This combination sets us apart from other luxury jewellery brands.
Jayne Pierson CEO of Jayne Pierson Ltd.
How did the collaboration with Devji Aurum on the Gwenllian Collection come about?
The collaboration was made possible through a mutual connection, Rudy Vogel, the Managing Principal of nuForj. Having previously worked in Bahrain, Rudy is well-acquainted with Mahesh Devji, the CEO of Devji Aurum. As my agent, Rudy plays a key role in facilitating such collaborations. nuForj, a marketing and advanced manufacturing technologies advisory boutique, offers expert guidance on applying cutting-edge technologies across various industries. This connection provided the perfect foundation for the collaboration.
What unique aspects of both brands were combined to create this exquisite collection?
The synergy between our brands comes from a shared philosophy: transforming heritage into tangible artistry. My passion is bringing Welsh stories, traditions, and mythology to life through my creations, while Devji Aurum believes jewellery is more than adornment—it’s a timeless storyteller. This shared vision is the foundation of our exquisite collection. By blending my ability to weave heritage into creativity with Devji Aurum’s unmatched expertise in balancing tradition and innovation, we’ve crafted pieces that celebrate history, culture, and emotion through exceptional craftsmanship. This collection is more than jewellery—it’s a tribute to heritage, designed to inspire and endure.
What was the inspiration behind the Gwenllian Collection and how you translate this inspiration into the design and craftsmanship of the pieces?
The inspiration behind the Gwenllian Collection is rooted in ancient Welsh motifs that hold deep significance in our history. The Celtic Knot and the Triscol together signify the cycle of birth, death and renewal. The jewellery is meant to be worn as an amulet to protect the wearer. We developed the design motifs in a new and innovative way merging emblems of my Welsh heritage together with an Eastern design aesthetic.
What are your thoughts on Jewellery Arabia this year?
It’s extremely well designed and thought out and so well attended. It was fantastic to be so welcomed and well received. We were very lucky to be introduced to His Royal Highness, Prime Minister and Crown Prince Salman bin Hamad Al Khalifa and to have such amazing support from His Excellency, the British Ambassador to Bahrain, Alastair Long, Shikha Tiwari, Director, First Secretary Commercial Trade & Investment British Embassy Bahrain, and Aicha Srour, Country Manager, Welsh Government.
Are there any future collaborations or exciting projects in the pipeline that you can share with us?
Yes, we plan to do a VIP launch of the Gwenllian Collection in February during London Fashion Week with a high-profile retailer, and we will continue to collaborate on future and never before seen collections. Watch this space!
