The Japanese market needs a specialized approach, which involves better communication in that language, personal attention and quality selection, says Jaginder S. Chawla, managing partner of S.S. Agencies R.O.P.

            “We are trying to get more exposure in Asia, particularly the NICs (newly industrialized countries), Singapore, Japan and Taiwan,” Chawla said in an interview. “We have not developed (the approach). We need to speak Japanese. They are buying more, and more of the lesser qualities.”

            Communication is crucial as doing business has changed from posting letters to giving prompt replies by fax (facsimile), he said of the 27 years that he has been in business. During that time, employees have grown from four to over 100.

            While large numbers of gem dealers, wholesalers and exporters have diversified into finished jewelry, S.S. Agencies will stick to loose stones, Chawla said. “If we do jewelry, then we can’t give justice to the loose gems business. Our merchandise is suitably sized and graded, and jewelry manufacturers need uniform-sized quality,” he says.

            “Precious stones require too much personal attention. At every transaction, we have to evaluate the merchandise, to strike a right price.”

            But if the right partner comes along, S.S. Agencies could be convinced to branch into gemset jewelry, Chawla said.

            S.S. Agencies goes to fairs all over the world. While buyers come to busy S.S. Agencies in Bangkok, gem shows are a “kind of change for us, putting us in touch with changes in the trade,” Chawla continued. At one private exhibition in Basel, Switzerland in mid-April, buyers from Spain, South America and Mexico were very happy to see S.S.’ booth, he added.

            “We still will lose out to some people. To counteract that, we have to be more competitive, and arrange our merchandise so they need us. To have customers come continually, you have to make it interesting for them to come back,” Chawla said.