In a world where brands strive for longevity, Ghanshyam Das Kotawala stands as a rare gem—an enduring name in fine jewellery with a legacy spanning over 180 years. Headquartered in New Delhi, the brand’s story began in the city of Kota, Rajasthan, and has been passed down through ten generations of master jewellers.
Founded as Ghanshyam Das Kotawala & Co. in 1955, the company initially focused on trading precious and semi-precious stones like Basra pearls, rubies, and diamonds. A decade later, the business shifted to Jaipur, tapping into the city’s rich gemstone traditions, before eventually establishing a stronghold in Delhi.
In 1990, it was incorporated as Ghanshyam Das Kotawala Pvt. Ltd., marking a major transition into gold and coloured stone-studded diamond jewellery manufacturing. The brand rebranded as GDK Jewels Pvt. Ltd. in 2004, and by 2008, had begun exports to Gulf markets and beyond. In 2022, the brand formally launched Ghanshyam Das Kotawala as its wholesaling arm, a tribute to the founder’s legacy.
At the helm today is Ashish Kotawala, Managing Director, a 10th-generation jeweller and a graduate gemologist from GIA, California. Under his leadership, the brand has expanded its presence from India to international markets like the Middle East, Europe, and North America.
In a freewheeling chat with IMAGES Business of Fashion, Ashish Kotawala shares the brand’s vision of blending time-honored craftsmanship with modern luxury to create an exclusive, global legacy in fine jewellery.
With a legacy spanning over 180 years, how has Kotawala, the luxury jewellery arm of GDK Jewels evolved its brand identity while staying true to its roots in heritage craftsmanship?
Kotawala, a luxury jewellery brand by GDK Jewels, has seamlessly evolved by embracing contemporary aesthetics and technological advancements without compromising the integrity of traditional craftsmanship.
Our brand identity emphasises timeless elegance, authenticity, and meticulous craftsmanship, highlighting our heritage through storytelling and bespoke designs that honor historical techniques and artistic traditions.
Tell us about your market presence, in India and internationally. What strategies have helped Kotawala succeed globally while maintaining its Indian heritage?
Kotawala enjoys a prominent market presence in key Indian cities and international markets such as the Middle East, Europe, and North America. Our success globally stems from showcasing India’s artisanal heritage through exhibitions, strategic collaborations, and maintaining strict quality standards.
By consistently delivering personalised experiences and authentic craftsmanship, we have resonated with diverse yet discerning global clientele. Your company also follows an invite-based model.
What was the thought process behind adopting this exclusive retail approach? How do you personalise the experience for each client during these private appointments?
Our invite-based model fosters exclusivity, discretion, and tailored experiences for our clients. This approach was consciously adopted to deeply understand individual tastes and preferences, enabling us to curate unique pieces that resonate personally. Private appointments are immersive sessions, where clients interact directly with our design team, experiencing the jewellery’s provenance and craftsmanship firsthand, making each interaction memorable and meaningful.
Tell us about your target consumer.
Kotawala caters primarily to legacy families, destination brides, and discerning connoisseurs who value heritage and exclusivity. Our clientele appreciates jewellery as an investment and legacy, seeking personalised and historically inspired pieces that tell their unique stories and celebrate significant milestones.
Tell us about your design and manufacturing capacity.
GDK Jewels boasts state-of-the-art design studios and manufacturing facilities capable of handling intricate bespoke creations and high-volume collections with equal finesse. With dedicated teams specialising in traditional and CAD design, casting, intricate setting, polishing, and ȃ nishing, we combine artisanal excellence with modern precision.
Can you walk us through Kotawala’s process of sourcing stones? What standards or benchmarks does the company follow to ensure quality and authenticity?
We adhere to stringent sourcing protocols, procuring stones directly from reputed global suppliers and ethical mines. Each gemstone undergoes rigorous quality checks for clarity, colour, cut, and carat weight, verified by certified gemologists. Authenticity and traceability are paramount, ensuring clients receive ethically sourced and premium-quality gemstones.
How does Kotawala approach product innovation—what are some unique design or technical concepts recently introduced?
Innovation at Kotawala blends traditional craftsmanship with contemporary design trends and technology. Recent introductions include:
- Transformable jewellery that adapts from bridal pieces to everyday luxury
- Proprietary gemstone-setting techniques that enhance brilliance and durability
Our continual investment in R&D ensures each creation remains distinctive and cutting-edge.
How is technology influencing your product development or customer experience?
Technology significantly enhances our client engagement and design precision. We utilise CAD for precision and customisation, AR for interactive virtual try-ons, and virtual appointments for remote consultations, creating seamless, personalised experiences for global clientele, even at a distance.
What kind of marketing and branding efforts have been most effective in building Kotawala’s presence?
Our effective marketing strategies include experiential events, storytelling through digital media, influencer partnerships, and exclusive preview showcases. These initiatives strengthen emotional connections, highlight craftsmanship stories, and reinforce our legacy brand identity.
What’s next for Kotawala? Are you exploring new markets, digital retail, or designer collaborations?
Looking ahead, Kotawala is focused on expanding digital retail capabilities, strategic collaborations with international designers, and deeper penetration into the luxury segment Pan India and Middle-East and Europe. Embracing sustainability, innovative digital experiences, and continually celebrating our heritage craftsmanship remain core to our forward-looking strategy.
