BR Gems, RB Diamonds, and Classic Diamond—three synonymous names in Nepal’s diamond industry—are all the brainchild of Babu Raja Maharjan, who currently serves as the chairperson of Classic Diamond. His younger brothers, Amir and Samir, have also been in the business for around 25 years. Classic Diamond, focused on establishing itself as a leading brand, regularly organizes the Timeless Paragon Jewelry Fashion Show (TPJFS). The fifth season of TPJFS is set for Feb 24, followed by an exhibition, Elite Collection 2025, from Feb 25 to March 3. ApEx spoke with Amir Maharjan, Managing Director of Classic Diamond. Excerpts:

What inspired Classic Diamond to organize TPJFS?

The jewelry industry is centuries old. Many were engaged in the business, but no one was truly working to build a brand in Nepal. That’s why, through Classic Diamond, we set out to change this in 2006. We introduced new initiatives, such as establishing high-end manufacturing facilities in Nepal, launching customer retention schemes, and adopting modern marketing strategies like publishing flyers. This gave us exposure, but we wanted a more refined way to showcase our products. That’s when we conceptualized the TPJFS. Seeing models wear and display real jewelry allows clients to visualize how the pieces look when worn.

The first season of TPJFS took place in 2010, featuring Indian actress Minissha Lamba. In 2012, we held the second season with Zeenat Aman, followed by the third in 2014 with Sushmita Sen. The success of these shows motivated us, as they significantly boosted our business and brand recognition. The fourth edition in 2017 featured Manisha Koirala. Now, we are all set for the fifth season, with Lara Dutta and other renowned figures from the fashion industry. This show remains the best platform to showcase our jewelry. These shows also help people become more conscious of the value and visibility of the brand.

This year, the show features Lara Dutta and other renowned figures from the fashion industry. How do such high-profile collaborations help the brand’s presence?

It’s human nature that when we see others wearing something, we get inspired and want to wear the same. This is especially true when celebrities or high-profile individuals set trends. Bringing a former Miss Universe like Lara Dutta gives our products significant exposure. Dutta is not only an actress but also an inspiring and intelligent woman—a true example of women’s empowerment. Her endorsement of our jewelry is immensely valuable for our brand. And, we believe that the personality she carries truly matches our brand objectives and thus we have chosen her to walk on the ramp wearing our crown.

What makes Elite Collection 2025 special and how does it stand apart from previous collections?

In this year’s collection, we have focused extensively on design because there is currently a trend of low-quality designs in the market. With this collection, we aim to show our customers what true quality in design and product looks like. Jewelry should be state-of-the-art, prominent, long-lasting, and built with solid craftsmanship. This collection features a blend of wedding, casual, and office-wear jewelry. Additionally, we are offering a 25 percent discount off the factory price. The market is highly competitive, and while the discount helps, it is the quality that truly matters. This time, we have kept the profit margin to a minimum, with the sole vision of showing our clients what actual hand-made jewelry looks like.

Many people aren’t aware that high-quality products are available in Nepal. There is a significant amount of cross-border business in this industry. However, with this collection and scheme, we aim to show our customers that we offer the best products in Nepal.

How has your brand evolved over time and how do you see the future of this industry?

When we started, the jewelry market in Nepal was dominated by imports from India. Back then, after receiving training in India and Hong Kong, we noticed that there were no proper manufacturing facilities and expertise in Nepal. However, we saw a huge opportunity and potential, which led us to start our own brand. At the time, the industry followed a traditional model, with two or three workers in a jewelry shop. We, however, established a manufacturing factory with the goal of ensuring clients wouldn’t have to go outside of Nepal to buy jewelry. This would not only benefit the market but also keep money within the country, generate employment, and ensure quality. 

It has been solely driven by family unity and values that helped us grow so far. Our major family members have also gained expertise in precious gemstones and innovative design and aesthetics. 

Initially, since people were accustomed to going to India for their jewelry, it was challenging for us. But over time, we managed to establish our presence. We also educated people that buying jewelry in Nepal would make after-sales service much easier. Slowly, we were able to break that trend. 

As for the future of the industry, it’s very bright. If the government provides more support, there’s immense potential. Currently, there is a shortage of raw materials and difficulties with importing and exporting. While we have a large market abroad, export challenges prevent us from reaching our full potential. Classic Diamond alone can export jewelry worth $6-7m annually, which would not only help generate foreign currency but also contribute to employment and improve the nation’s financial situation. However, the government’s support is crucial. In many countries, exporters receive benefits when importing raw materials, based on the amount they export, but there is no such provision in Nepal.

How do you balance tradition with modern aesthetics in your jewelry designs?

Today’s clients are largely inspired by designs from abroad. However, we put significant effort into our designs and do not directly copy others. Designs are the core competencies of Classic Diamond. Even when clients request replicated designs, we incorporate our own modifications. Additionally, we create original designs. Over the past three years, we have developed 3,000 new designs and many of them will also be showcased at the Elite Collection 2025.

What measures does Classic Diamond take to enhance customer satisfaction and build lasting relationships?

We have sustained our business primarily through exceptional customer service. We don’t view customers solely from a business perspective but strive to make them part of our family. In jewelry, both financial and emotional aspects are intertwined, making this connection essential. We ensure customers receive the best products. In some cases, we have remade items even when customers were satisfied but we felt they didn’t meet our standards. Every product undergoes quality control before reaching the customer. Additionally, we offer a 10 percent return policy, free exchanges, free cleaning, and free maintenance.

With showrooms in New Road, Pulchowk and in the US, do you have plans for further expansion within Nepal or internationally?

In the near future, we are expanding with two more stores in the US, bringing the total to five. In Nepal, we will soon be opening a store in Pokhara. We would like to reach out to as many jewelry enthusiasts as possible and also to take our sophisticated craftsmanship to the bigger marketplace.