With over four decades of experience in jewellery manufacturing, Gemshop has built its reputation on a strong foundation of traditional craftsmanship, evolving design sensibilities and modern manufacturing capabilities. From its roots in silver jewellery craftsmanship to embracing advanced technology, contemporary designs and diverse materials, the company continues to strengthen its position as a trusted manufacturing and product-development partner for jewellery brands.
In this exclusive conversation with A2Z Insider, Devang Shah, Founder & Director of Exemplar Jewels Pvt. Ltd. (Gemshop), shares insights into the company’s manufacturing journey, commitment to quality, approach to design confidentiality and vision for the future of the silver jewellery industry.
Q1: With over 40 years of experience in jewellery manufacturing, how has Gemshop evolved its craftsmanship and production techniques while adapting to changing jewellery trends?
Devang Shah: At Gemshop, jewellery manufacturing is not just our business; it is a legacy built over four decades. Our journey began with traditional silver craftsmanship, where every piece reflected the skill, dedication and artistry of experienced craftsmen.
Over the years, we have successfully combined this traditional expertise with modern technology, including advanced CAD/CAM designing, precision casting, innovative finishing techniques and streamlined manufacturing processes.
The jewellery industry has evolved tremendously, particularly with the growing demand for contemporary, lightweight, personalised and fashion-forward designs. We have continuously adapted to these changing preferences while preserving the craftsmanship that defines us.
Our philosophy has always been simple: respect tradition, embrace technology and never stop innovating.
Today, we have the capability to transform complex design concepts into commercially viable collections while maintaining the quality, detailing and consistency that our brand partners expect.
Q2: From 92.5% sterling silver and oxidised finishes to micron plating and brass-based designs, how does your team balance design creativity with durability, skin-friendly standards and long-lasting polish?
Devang Shah: For us, creativity and quality are never separate objectives. A jewellery piece must look beautiful, but it must also be comfortable, durable and practical for everyday use.
Our expertise spans sterling silver, oxidised jewellery, gold-plated collections, micron plating, enamel, gemstone jewellery and contemporary brass-based designs.
Every design is evaluated not only for its visual appeal but also for its structural strength, finishing quality, wearability and suitability for the intended customer.
We focus on controlled manufacturing processes, appropriate material selection, quality plating and protective finishing techniques, including E-coating where applicable, to improve the longevity of the finish.
We also emphasise responsible material standards and avoiding harmful substances such as nickel, lead and cadmium in our jewellery manufacturing specifications.
Our belief is that great jewellery should not just create an impression when someone first sees it; it should continue to deliver satisfaction long after it is purchased.
That balance between design innovation and manufacturing discipline is what we continuously strive to achieve.
Q3: Many jewellery brands struggle to scale production without compromising quality or protecting their designs. How does Gemshop’s in-house manufacturing, sampling process and design confidentiality help address these challenges?
Devang Shah: One of Gemshop’s biggest strengths is our integrated manufacturing capability.
With key processes such as designing, CAD/CAM, casting, filing, polishing, stone setting, enamel work, finishing and quality control coordinated within our manufacturing ecosystem, we maintain greater control over product development, timelines and consistency.
Our sampling process allows brands to refine their designs, evaluate commercial feasibility and address manufacturing challenges before moving into larger production quantities.
We understand that for a jewellery brand, a design is not merely a product; it represents creativity, investment and brand identity. Therefore, design confidentiality and respect for our partners’ intellectual property are fundamental to our working relationships.
We also understand that scaling production is not simply about manufacturing more pieces. It is about developing reliable systems, maintaining consistency across batches and delivering products that meet the same quality expectations every time.
Our objective is to give brands the confidence that whether they are developing a small exclusive collection or expanding to larger volumes, they have a manufacturing partner capable of growing alongside them.
Q4: As demand for distinctive silver jewellery continues to create opportunities for brands, what is your vision for Gemshop’s next phase of growth, and how do you plan to support emerging as well as established jewellery brands?
Devang Shah: I strongly believe that the silver jewellery industry is entering an exciting phase of growth. Today’s consumers are looking for jewellery that reflects their personality, offers distinctive designs and combines affordability with quality.
Our vision is to take Gemshop’s four-decade manufacturing legacy to the next level through Exemplar Jewels Pvt. Ltd., strengthening our manufacturing capabilities, technology, design development and global reach.
We want to become a preferred manufacturing and product-development partner for jewellery brands, not just in India but across international markets.
For emerging brands, our focus is to provide the technical expertise, sampling support, design development and manufacturing flexibility needed to turn their ideas into successful collections.
For established brands, we aim to offer scalable production, dependable quality, continuous innovation and long-term strategic collaboration.
We are also investing our efforts in expanding our design capabilities, developing distinctive collections and building more efficient, technology-driven manufacturing systems.
My vision is not simply to build a bigger jewellery manufacturing company. It is to build an organisation that helps other jewellery brands become bigger and more successful.
After all, our greatest achievement is not just the jewellery we manufacture, but the brands, relationships and success stories we help create.