The world of jewellery business is like a labyrinth that is not easily comprehensible to an outsider, but a rising jeweller has offered valuable insights on how those venturing into the business can easily become entrenched and grow their brand in the niche.

To become a recognizable brand, according to Stephen Efobi Obiajulu, CEO, ObisGallery, “what is required is hard work together with consistency.”

ObisGallery is a fast-rising custom jewellery company that deals mostly on luxury jewels.

In recent month, it has become the toast of the Lagos glamour circle, with prominent artistes in the hip-hop community and some trendy socialites openly admitting that their bling; diamond rings, watches and pendants were custom-made by the jeweller of Obis Gallery.

Drawing lessons from his experience in the business, Obiajulu recounted: “My major challenge was trust. As a black jeweller, it wasn’t so easy pushing through the market and overcoming the obstacles inherent in the jewel market. Most people hardly trust black jewellers. Hence, I had to put in a lot of hard work to scale those hurdle which is ingrained in the jewel market.”

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Continuing, he said further: “While growing the ObisGallery brand, I discovered that most clients and customers want to patronize brands that have recognition, so I made sure I balanced that aspect by working with several known faces, some of which are Naira Marley, Symply Tacha and other celebrities.”

He added: “I didn’t rush the process of growing my brand I took every step one after the other.”

To those still struggling to break into the jewellery niche, Obiajulu offered nuggets of advice: “Believe in the process and trust the process. It might take a while but it would surely yield positive results.”

Of his long term plans, he revealed: “I plan to build my brand to a world-class standard, to become a major stakeholder that partake in the growing of the jewel economy in Africa and to make inroads into the European jewellery market as well.”

Vanguard