Ashraf Motiwala, Head of Design and Director, A.S. Motiwala Fine Jewellery speaks to The Retail Jeweller
What was the biggest challenge you faced in your jewellery business, and how did you navigate it?
A major challenge has been finding the right balance between our heritage and the expectations of today’s market. It is important to honour our long-standing legacy, but at the same time, the way people experience and connect with luxury has changed. Customers now want beautiful pieces that are also personal and meaningful. We had to rethink how we design and communicate it without losing sight of what we stand for. It’s been a gradual process of adapting while staying true to our roots.
Who did you turn to for guidance, and what key insights helped you make the right decisions?
I have always valued the lessons passed down from my father and grandfather—they built the foundation we stand on today. But I also make an effort to listen to people around me: my team, long-time clients, and even my family’s younger generation. Everyone sees the business from a different lens. What stood out to me was the idea that change should not be driven by outside pressure—it needs to come from a clear purpose. That is what helps you make the right calls without losing direction.
What was the most valuable advice you received, and how did it shape your approach?
Someone once said to me, “Let your diamonds speak, but don’t forget the story behind them”. That stuck with me and reminded me that jewellery is never just about materials or design—it is about the reason someone buys it, the emotion attached to it. This has influenced the way we approach design, how we train our staff, and how we talk to clients. It’s not about pushing product but about creating a connection.
Looking back, how did this decision impact your business, and what advice would you give to others in the industry?
Looking back, I think staying open to change while holding on to our values has helped us grow in the right direction. We’ve kept our older clients and also built relationships with younger ones who care about honesty and craft. My advice to others would be this – don’t be afraid to evolve but know why you’re doing it. Trends will always come and go, but if your foundation is strong, you’ll find your way.
As told to Aparna Bhowmick
