From crafting trends to embracing digital transformation, Joita Sen, Director and Head of Design at Senco Gold & Diamonds, shares insights into her journey, the evolving jewellery market, and the brand’s expansion strategy. An International Women’s Day special
Q.Your journey with Senco Gold & Diamonds has been remarkable. What inspired you to join the business, and how has your role evolved over the years?
I married into the Sen family in 2008, marking the beginning of my journey in the jewellery industry. My maternal family was in a different business, so while I understood the basics, jewellery was an entirely new world for me. I started by working closely with our karigars, learning about craftsmanship, and later moved to the sales counter to understand customer preferences. Over time, my creative side led me to take on the role of overseeing design.
I noticed that young women were visiting showrooms with their mothers but weren’t fully engaged in the jewellery-buying process. They were more drawn to silver and fashion jewellery for casual outings rather than traditional wedding pieces. This insight led to the launch of Gossip Collection, the first-of-its-kind brand in the jewellery industry, catering to young, fashion-conscious buyers. Brides, too, started mixing heavy wedding jewellery with lightweight accessories from Gossip.
Recognising the evolving needs of working women, we introduced Everlight in 2009-10—a range of lightweight, trendy, everyday jewellery. As we expanded, I saw an opportunity to enhance the shopping experience, leading to the launch of Designia in 2019, a premium showroom offering exclusive handcrafted jewellery.
Innovation remains my key focus. In 2024, we introduced Sennes, expanding beyond jewellery to perfumes, leather bags, and lab-grown diamonds. Today’s young Indian consumers seek authenticity and quality, and I wanted to blend European sophistication with Indian cultural sensibilities. I believe India is just beginning its journey in building homegrown brands, and Sennes is a step in that direction.
Q: The jewellery industry has become highly competitive, with shifting consumer preferences and seasonal trends. What are the biggest challenges you have faced in design, consumer behaviour, and marketing?
With social media shaping global trends, fashion cycles have shortened dramatically. Earlier, it took four to five years for global trends to influence India; now, it happens within two to three years. Jewellery, like fashion, is no longer just about tradition—it’s about making a statement.
One of the biggest challenges in design is predicting trends early and introducing them at the right time. Not every collection or marketing campaign performs as expected, but we take every experience as a learning opportunity. Our aim is for Senco customers to be trendsetters—adopting new designs before they become mainstream.
Q: The Indian jewellery market is evolving with lab-grown diamonds, lightweight designs, and digital buying. How is Senco Gold & Diamonds adapting, and what trends do you foresee for the industry in the next five years?
Senco has always been ahead of trends. We launched Gossip in 2009 before silver and fashion jewellery became mainstream, followed by Everlight for lightweight daily wear in 2010. Now, with Sennes, we are building a homegrown fashion house offering jewellery, bags, and perfumes that Indian consumers can proudly flaunt—just like Europeans do with brands like Bulgari or Cartier.
Looking ahead, lab-grown diamonds will see rising demand, and while many brands are joining the trend, we focus on quality, design, and long-term value. Digital innovation is another key area. Consumers today expect seamless online shopping experiences, and we’ve been investing in digital transformation for years. Recently, we launched My Digi Gold, an app that allows customers to buy, sell, and save gold flexibly, even with small investments like Rs 200 a day. It also provides security, as customers no longer need to store physical gold at home.
At Senco, we believe jewellery should reflect one’s personality, whether purchased in-store or online. With four generations of legacy and skilled karigars who have been with us for decades, we are committed to offering the best in craftsmanship and innovation.
Q: With Senco expanding across India, how do you balance traditional craftsmanship with modern innovations to cater to a diverse audience?
We currently have around 170 showrooms across 91 cities and aim to expand further both offline and online. Growth is not just about reaching more locations but also about diversifying our offerings. Recently, we launched Aham, our men’s jewellery line, recognising that jewellery is becoming an essential part of men’s fashion and self-expression.
Balancing craftsmanship with technology is crucial. Our karigar legacy spans three generations, with artisans working with my grandfather-in-law and father-in-law, and now with me. However, innovation is key to progress. We integrate advanced machinery and technology into jewellery-making while preserving the artisanal techniques that define our heritage.
Collections like Everlight showcase how we combine tradition with modernity. By leveraging technology, we create lightweight, stylish, and affordable jewellery, allowing customers to refresh their collection frequently while retaining their gold investment.
Jewellery in India is deeply tied to cultural heritage. Our skill training programmes ensure that young artisans continue this tradition rather than moving away from it, as seen in other industries. By fostering craftsmanship alongside innovation, we ensure that progress and cultural identity go hand in hand.
From revamping traditional jewellery to launching innovative brands like Gossip, Everlight, and Sennes, Joita Sen has played a pivotal role in shaping the future of Senco Gold & Diamonds. With a customer-first approach, digital expansion, and a keen eye on trends, she continues to redefine jewellery for the modern Indian consumer. As the industry evolves, her focus on balancing heritage with innovation ensures that Senco remains a frontrunner in the jewellery space.
