Funmi Davies is the CEO of Jewelry Talks Nigeria. The associate member of the Chartered Institute of Personnel Management Nigeria worked in the banking and telecommunications industries as a specialist in value-added services and customer relationship management; before her love for Jewelry started.

As an individual, she loves to work with tools. So, in 2018, she started her business as she believes jewelry is not just complimentary but transforms the outfit completely.

Can you say categorically how your organisation has contributed to the development of Nigeria?

Jewelry Talks as a company has contributed to the growth of the country by providing employment for citizens. Throughout our existence as a company, we have employed some youths, trained, empowered them and even followed through their development and growth. We have consistently patronized government agencies for billboard, waste management and paid our dues as at when due. We are in support of youth empowerment, growth and development as a whole. We have sourced and also provided some Nigeria-made products to the public as a means of contributing to the economic growth of the Nation as a whole. We encourage the “Made in Nigeria” brand.

What are your company’s sustainable goals as stipulated in your policy?

Our goals as a company are to consistently provide durable, unique, and classy pieces to our clients. We provide an alternative to the “expensive” 100% gold jewelry, thereby helping our clients to save money. We believe that you can spend less and still look very classy and nice. We do not sell substandard products. Everyone wants to save money and look good, so it makes sense to patronise a good fashion brand. Believe this: every woman loves to look elegant.

Being fashionable is an inbuilt quality of most Nigerian women. We love to look good, and jewelry completes our fashion statement.

As an organization, what are your 5-point agenda and how achievable are these points?

As a company, our five-point agenda includes product variety, brand awareness and integrity, product quality control, competitive advantage, personnel morale and welfare.

All our 5-point agenda are achievable and constantly serve as a guide to running the business. We follow these rules in our day-to-day running of the business.

Investing in Jewelry is huge, would you mind sharing your experience and your navigating pathways? How and why did you invest in jewellery?

Investing in Jewelry is huge, I started as a beginner. After the restructuring of my department in the telecommunications industry. I was without a job. My sister told me to come and manage one of her stores in Lagos Island market. I was managing the store on a commission basis. I loved the freedom to explore my crafts. I used to make pieces from scraps and I loved it. I learnt a lot of skills from my sister. She taught me most things I know about the business. We traveled together on business trips abroad. We went to exhibitions; we met big manufacturers and went to different Jewelry manufacturing companies in different parts of the world. I started the business as a learner and grew on loans and cooperatives.

We invest a lot in the business because of the need for constant restocking. The gold filling process is huge and capital intensive. Quality is not cheap.

We make sure we provide a wide variety of choices for our clients. Every product has a wide range of collections that makes selection difficult for clients. It is always like throwing a kid in a store full of candies. We are always fully stocked because we understand the diversity of tastes.

For brand awareness, we try to advertise a lot. We want to be in our potential client’s faces and create a sense of appeal always. We are also big on “what you get is more beautiful than what you order” especially for our online customers. When we advertise, we try as much as possible to provide comprehensive product descriptions. We are always happy to create a repeat experience and love returning customers.

We are always making sure we keep to standard. We maintain a good quality control stand and do random checks. As an individual principle, I wear the Jewelry Talks brand. I pick random samples and wear them consistently for days without removing them. This is just to check the durability and how skin friendly the product is.

If you want to get a gold filled product, we will not sell you a gold plated product, that is our level of integrity. We are very detailed and make sure every customer experience is unique in its own way. We offer bespoke pieces and customization.

Our staff welfare is very paramount. They must be happy at work. We work friendly, focused and treat ourselves as family. For a good work flow, we create a learning environment. We develop skills and also organize trainings.

Your journey into the world of jewelry

My love for the Jewelry business developed when I found myself in the business. It was not intentional. My late aunt started the business after which my sister joined and introduced me into the world of jewelry. Because of my Natural flare for creating things, I got hooked.

My work experience has really helped me a lot. I started as a customer care staff member in the bank before moving to telecommunications. In telecommunications, I worked as a front-end and backend staff. I had the opportunity of first-hand interaction with all forms of clients. As a staff member in the telecommunications industry, we were properly trained on how to relate to customers. The training was intense and, of course, very beneficial.

You were a specialist in banking and telecommunications as value chain-added service and customer relationship management, how do you intend to use this experience in this industry?

I also have some background in human relationship and personnel management. I have used these skills to advance in my business. Sometimes, it gets tough but when I remember some things I learnt, I am quick to apologize and make amends. Dealing with humans that have different personalities and expectations can be challenging. To be sincere, we clash sometimes but I try to make amends.

You are into design as well, how has this creativity carved a niche in your business?

Creativity goes a long way in this business. My passion for creating new things has helped me a lot. It helps me to give my clients what they have not seen everywhere. Most of my clients appreciate the uniqueness of our products and quality.

This has helped me navigate through the world of many creative minds in this mind blowing Jewelry industry.

As an individual, I am big on the integrity of the brand. Brands with integrity are often viewed as reputable, trustworthy and of a higher standard. Brand integrity reflects the mission, values and purpose of a brand, and how consistent this message is. Businesses that fail to uphold their stated principles stand to damage their reputation and lose their brand integrity.