CARVING A NICHE IN THE JEWELLERY BUSINESS WITH THE HELP OF MODERN COMPUTERS AND TECHNOLOGY

Intriguity, a small business with only 10 employees, maximised the potential of modern computers and 3D printing technology to innovate and deliver personalised design services, transforming the highly traditional craft of jewellery design.

New Technology Means New Business1

What happens when a designer and an engineer use the latest technology and computers to collaborate on a project? A unique technology-based design solutions company called Intriguity.

“We wanted to start something of our own. So, we combined Meenakshi’s design talent and my engineering skills to come up with innovative technology-based design solutions," says Vikrant, CEO of Intriguity.

Today, with a team of just ten, Intriguity has an annual turnover upwards of INR 3 crore. Through constant adoption of modern computers and technology, Vikrant and Meenakshi have expanded a simple design outsourcing business for clients closer to home to a global clientele of jewellery brands and high-end exporters. Today, their strong suit includes not just design solutions, but 3D printing and silicone moulds of personalised jewellery, all made easy through keeping pace with the latest hardware.

Inspiration to Reinvent

“Jewellery was a very traditional industry. You needed a lot of investment capital. Frankly, when we started out, we didn’t have that kind of capital. So, we thought, what could we offer that no one else was? Thankfully, Vikrant had some interesting ideas,” adds Menakshi, who is COO of the company.

So, the couple brought in CAD/CAM software for designing jewellery. Working with new technology opened up new possibilities. “We could get a good idea of how designs would look in reality (without having to manufacture them), saving time and money,” she elaborates.

But, good software needs equally high-grade computers to successfully turn imagination into reality. So, the two of them make it a point to continuously upgrade their computers and technology. This way, they are not only ahead of the curve compared to their competitors, but also evolving to keep pace with changing consumer preferences.

Staying Competitive in Changing Times

Personalised designs, earlier an option in jewellery stores in countries like the USA, are now becoming available in India. Customers are inspired by fresh and quirky designs they see in the market and want to replicate the experience with their own pieces of jewellery.

“We wanted to create a niche, so we can create long-term value. This is where technology in the form of 3D printing gives us a competitive advantage,” Vikrant explains. “Advanced computers in conjunction with cutting-edge 3D printers can produce personalised jewellery for even one customer. The design-to-product time is cut down drastically because of the laser-precision and speed of 3D printing as opposed to conventional casting processes by hand. Plus, using wax for moulds, instead of precious metals, boosts efficiency and cuts down on capital expenses.”

Intriguity's Vision

Vikrant and Meenakshi are currently considering investing in new computers and technology that will change the way jewellery is displayed in a retail environment through a futuristic 3D holograph.

Meenakshi is convinced that “advancements in technology are closing the gap between imagination and reality at unbelievable speed. In fact, we believe that with the latest technology and computers, if our customers can dream it, we can deliver it.”

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Product and Performance Information

1The views presented by Intriguity in the article are independent views, and do not in any way represent the views of Intel.