Chetan N Thadeshwar, Chairman & MD, Shringar – House of Mangalsutra is the Master of the Mangalsutra. He spoke to JewelBuzz on his eventful journey into the jewellery sector  across four decades and how he and , Shringar – House of Mangalsutra have become synonymous with the Mangalsutra. Chetan  Thadeshwar  underscores how hard work, integrity, and perseverance have propelled brand Shringar to the pinnacle of success.

Take us through the story of founding of Shringar – House of Mangalsutra and its evolution till date.

Shringar – House of Mangalsutra has its roots in a family of generational jewellers with a legacy spanning several decades. The foundation of our family’s gold business was laid by Natwarlal K. Thadeshwar, a renowned goldsmith from Mumbai. In 1984, I joined the business and shifted the focus toward Mangalsutra manufacturing, recognizing its deep cultural significance and market potential. I introduced new design collections tailored for regional markets, which helped elevate Shringar – House of Mangalsutra to a national level. Our unique designs received an overwhelming response from retailers and wholesalers across India, particularly through our participation in B2B trade exhibitions.

Building on this heritage, the company was officially incorporated as ‘Shringar House of Mangalsutra Private Limited’ in 2009. In 2013, we were recognized among the top five in the Best Gold Jewellery Manufacturer category at the National Jewellery Awards. Expanding our global footprint, we began exports to the UAE in 2014 and have since extended our presence to international markets, including the United Kingdom, New Zealand, the USA, and the Republic of Fiji. A significant milestone was reached in 2023, when our manufacturing unit processed 1,200 kg of gold, solidifying our position as a leader in the Mangalsutra segment.

How did you focus on the niche mangalsutra segment?

When I began my journey, Mangalsutras were primarily seen as traditional jewellery, both in design and craftsmanship. When I joined Shringar, we were manufacturing all types of jewellery. However, I recognized the need to focus on one product to truly excel. I chose the mangalsutra because it is a simple yet deeply emotional symbol of marriage, and I believed we could make a significant impact in this space. We shifted our focus entirely to designing and innovating mangalsutra craftsmanship. By combining modern designs with unparalleled quality and attention to detail, we started delivering exceptional mangalsutras tailored to contemporary needs. This commitment to excellence has made the mangalsutra the heart of Shringar’s identity.

 Currently we focus on modernizing designs while keeping in mind the diverse preferences of different age groups, reflecting the evolving lifestyles and values of Indian women. Given its significance in Indian jewellery, we dedicated ourselves to innovating in this space, and our designs gradually gained popularity. Today, we take pride in successfully revolutionizing Mangalsutra jewellery, making it more versatile and contemporary.

Mangalsutras, from a religious and cultural point of view, are an integral component of a marriage. Do you feel an emotional connect as Shringar mangalsutras are a part of so many marriages?

I feel incredibly fortunate that our company plays a role in so many marriages, contributing to the rich traditions of Indian culture. It’s a deeply emotional experience, one that is difficult to put into words, but knowing that Shringar Mangalsutras hold a special place in such significant moments makes our journey truly meaningful.

What is your Unique Value Proposition? How does your product portfolio and design philosophy fit into this?

Our unique value proposition lies in our commitment to quality. Since Mangalsutras are worn daily, factors like durability, design, pricing, and craftsmanship are crucial for the wearer. Our collection is thoughtfully designed to cater to both special occasions—such as weddings, festivals, and anniversaries—as well as everyday wear. We offer a diverse range, including antique, bridal, traditional, contemporary, and Indo-western styles. Through our designs, we aim to celebrate and enhance Indian traditions while ensuring our jewelry meets the evolving preferences of modern women.

Give details of product portfolio/offerings and special collections like Ziya.

We recently launched our premium range of Mangalsutras under our exclusive brand, Ziya, designed to cater to the refined aesthetic preferences of high-end clients. Our goal is to establish Ziya as a distinguished brand in the market, offering elegance and sophistication in every piece. Beyond this, our extensive product portfolio includes over 15 unique collections and a diverse selection of more than 10,000 active SKUs, ensuring a wide variety of designs to suit different tastes and occasions. In line with these trends, our product portfolio is designed to offer a variety of options, including, but not limited to, “ring Mangalsutras”, “bracelet Mangalsutras”, “God edition Mangalsutras”, and “divine Mangalsutras”.

Take us through the process of conceptualizing and designing new product lines.

Our dedicated in-house design team plays a crucial role in conceptualizing and creating new product lines. They focus on developing designs that not only align with the latest trends but also cater to the evolving lifestyles, aspirations, and demographic preferences of customers across the country. By blending tradition with contemporary aesthetics, we ensure our collections remain relevant and appealing to a diverse audience.

What has driven you to take Shringar public. Take us through the IPO journey till date.

The decision to take Shringar public is driven by our vision to strengthen the company’s financial position and accelerate growth in India’s dynamic jewellery market. We believe that the IPO will enhance transparency, compliance, and corporate governance, fostering greater trust among our clients and end customers. This milestone marks an important step in our journey, enabling us to expand our reach and continue innovating in the Mangalsutra segment.  

Your forecast /outlook for India’s jewellery industry.

India’s jewellery industry is poised for steady growth, driven by its deep cultural and traditional significance. Jewellery plays a vital role in customs, festivals, and life events, especially weddings, where gold is viewed as a symbol of prosperity and success. Mangalsutras, in particular, hold both symbolic and investment value, making them an essential part of wedding traditions. With the rising number of weddings and evolving consumer preferences, the demand for Mangalsutras continues to grow, reinforcing strong long-term prospects for the industry.

What is your message of motivation for the jewellery industry?

The jewellery industry is more than just designing ornaments—it is about honoring traditions, celebrating life’s milestones, and creating timeless legacies. As we look ahead, innovation, craftsmanship, and a customer-first approach will be the cornerstones of success. I encourage everyone in this industry to embrace change, nurture creativity, and uphold the values of trust and authenticity that define our craft. The future belongs to those who evolve, adapt, and continue striving for excellence.

What is your mantra for success?

My mantra for success is built on three core principles—passion, perseverance, and people. Passion fuels the drive to excel, perseverance helps overcome challenges, and people—whether employees, customers, or partners—are the backbone of long-term growth. I believe in leading with integrity, fostering meaningful relationships, and continuously innovating to stay ahead in the market. Success is not just a destination; it’s an ongoing journey of learning, evolving, and creating lasting value.

Who has inspired and influenced you – and contributed to your personal and professional growth?

I have been incredibly fortunate to have my father, Natwarlal Thadeshwar, as my mentor, guiding me through every step of my journey. His wisdom and experience have shaped my perspective and approach to business. Beyond him, I have drawn inspiration from visionary leaders in the jewellery industry and successful entrepreneurs across various sectors—individuals who built businesses with resilience, foresight, and unwavering dedication. My family has also played a pivotal role in instilling values of hard work, integrity, and perseverance, which continue to drive me. Learning from real-life experiences and industry pioneers has been instrumental in both my personal and professional growth.

How do you keep yourself physically, mentally, emotionally healthy and fit?

Balance is key to staying healthy in all aspects of life. I prioritize regular physical activity, whether it’s a morning walk or a fitness routine, to stay energized and active. Mental well-being is equally important—I practice mindfulness, read, and engage in continuous learning to keep my mind sharp and focused. On the emotional front, I cherish strong personal relationships, spend quality time with family, and stay connected with close friends. A positive mindset and a disciplined lifestyle help me stay motivated and perform at my best every day.

Dr Saurabh Gadgil, CMD- PNG Jewellers, is a man with the Midas Touch.He has been an agent of transformation and has steered his organization as it evolved from family jewellery retailer to a corporate giant that listed on the NSE at 73 % premium over issue price. Dr Saurabh Gadgil spoke to JewelBuzz on the organization’s marketing and retail strategies, expansion and growth plans, HR and Leadership Development initiatives….and more

What is your strategy and marketing to create a brand identity for your retail chain? How do you leverage the nearly 200 years legacy of PNG JEWELLERS in brand building?

Our legacy of almost 200 years of business becomes the focal point of marketing on grounds of trust, craftsmanship, and community, as we highlight landmark events and special collections tied to cultural heritage of our Maharashtrian clientele. We continuously modernize the logo, color palette, and design language to stay relevant to younger generations. We leverage social platforms to share stories, customer testimonials, and behind-the-scenes videos of craftsmanship, while collaborating with influencers on interactive campaigns engaging the audience. Known for our customization services and loyalty programs, we host jewellery exhibitions, Meet & Greet, Photoshoot and Fashion shows and associate with Marathi and Indian cultural festivals, films, TV series and sponsor sporting and philanthropy events. Armed with a robust website and app, we’ve integrated physical stores with digital platforms and are positioned as a global Indian brand by targeting the Indian diaspora through strategic store locations. By intertwining PNG Jewellers’ illustrious history with modern strategies, we create a brand identity that resonates across generations and geographies while remaining deeply rooted in tradition.

Comment on your marketing and promotion strategy. From largely targeting the Marathi/ Goan community, will there be plans to address a larger pan-India audience.

The marketing strategy will be two-pronged, one focusing on the legacy and value created in the nearly 2 centuries of business, which will command the attention of new and prospective customers. The other half will involve marketing campaigns on the design excellence of various collections. Marketing will combine traditional formats in newspaper and billboard, but will also have new-age marketing through social media and digital platforms. Without customers being the true evangelists by validating our campaigns the year round, we believe that marketing will be off to a great start. 

The journey from P N Gadgil to PNG involves a transition from targeting hardcore jewellery lovers in Maharashtra to patrons and trendsetters across the country who enjoy a great shopping experience along with great designs.  

PNG, like other retailers, has used celebs/film stars. How effective has this strategy been for the brand?

PNG Jewellers has successfully leveraged celebrity endorsements as a key marketing strategy to enhance brand visibility, connect with diverse customer segments, and build credibility. Over the years, partnering with iconic figures such as Madhuri Dixit, Salman Khan, Raveena Tandon, and Swapnil Joshi has enhanced brand credibility and broadened appeal across the demographics of age and gender, specifically to our strong Maharashtrian customer base. They add a glamorous touch to our exclusive collection launches, driving attention and footfalls while high-profile appearances by Salman Khan and Swapnil Joshi during new store inaugurations have drawn massive crowds, increasing brand recall amidst a competitive market. Celebrity-backed store launches and campaigns have shown significant spikes in store visits and sales. Marketing initiatives featuring celebrities, on the other hand, see increased engagement across platforms, from social media likes and shares to media mentions. The positive association with iconic figures enhances customer perceptions of PNG Jewellers as a prestigious and aspirational brand.

Take us through the process of conceptualizing and designing new product lines linked to festive occasions.

Every festivity has the scope for celebration, such as traditional revelry during Diwali. This indicates a strong demand for gold jewellery for auspicious occasions. Our collections Saptam, Pratha, and Katha are all combinations of traditional and contemporary designs. This mix is the unique product proposition that delights customers. 

Give details of product portfolio/offerings and special collections for festivals. What is the market research involved in creating your product portfolio? Which are your top of the line offerings?

Our portfolio blends timeless craftsmanship with modern design, appealing to all age groups and preferences. In gold, we have daily wear, occasion wear, and investment pieces, while in silver, we have jewellery and silver articles. Our diamond jewellery comprise minimalistic as well as grand designs from rings and bracelets to mangalsutras and our colored gemstone jewellery features emeralds, rubies, sapphires, and other precious gemstones. Our festival-specific collections include Saptam, Katha, and Pratha. Analysing trend and competition, our surveys and feedback sessions help us understand changing customer preferences.We also analyse past purchase patterns during festivals and wedding seasons to introduce innovative designs adapted for the Indian market. Our top-of-the-line offerings include bridal jewellery in gold and diamond wedding sets and temple jewellery, exclusive Maharashtrian bridal collections like Kolhapuri Saaj, Mohanmal, Pohe Haar, Chapala Haar, Bakuli Haar, Maharashtrian Thushi, Maharashtrian Nath, and custom designs. By blending traditional expertise with market insights, PNG Jewellers ensures its product portfolio remains expansive, relevant, and aspirational, catering to the needs of all customer segments.

Comment on PNG retail expansion – the roadmap for the next 3-4 years. 

As mentioned in our post-IPO calls, we have been following the Peshwa route. This means that post-Maharashtra, PNG Jewellers will explore opportunities in Central India, where we see good potential. We have seen promising consumer response there. So, this growth will comprise a mix of company-owned and franchisee stores. 

Comment on the retail expansion spree of nine stores across nine days of Navratri

PNG Jewellers embarked on an ambitious expansion in October 2024, launching multiple stores across Maharashtra. The first-ever marathon store opening began with a 3,026 sq. ft. outlet at Maru Plaza, Chhatrapati Sambhaji Nagar, inaugurated by Swapnil Joshi on October 3. Bollywood icon Madhuri Dixit unveiled the 4,050 sq. ft. Nashik store the next day. Pune saw significant growth with a 6,350 sq. ft. NIBM Road store inaugurated by Lara Dutta and a 5,750 sq. ft. Sinhagad Road store by Swapnil Joshi. Mumbai added three stores in Bhandup, Goregaon, and Virar, graced by Raveena Tandon and Swapnil Joshi.

This expansion brought 500 new staff onboard to deliver impeccable service during Navaratri, showcasing exquisite jewellery collections tailored to regional preferences. Brand ambassador Madhuri Dixit praised PNG’s legacy, while promotional offers ensured a vibrant festive footfall. The initiative reflected PNG Jewellers’ deep customer trust and commitment to excellence.

Comment on your silver jewellery retail strategy. What are the trends in silver jewellery?

High gold rates have really driven the demand for silver jewellery in the last 2-3 years. Silver jewellery is growing in leaps and bounds. Our brand Silvostyle caters exclusively to silver jewellery which include gemstones, antique designs, and infusion of pearls, thus offering a rare mix to fashionistas looking to pep up their style statements and discerning consumers of silver in general. Having set up 10+ exclusive Silvostyle stores and shop-in-shops inside PNG Jewellers stores, we approach this segment differently, as instead of launching new collections, we keep adding new designs in silver jewellery owing to the high demand frequency of the same. This has led us to a growth in the higher 2 digits in the last three years. We have also noticed silver jewellery sales as part of an impulse buying process at PNG Jewellers’ stores, mostly after purchases to the tune of Rs 70-90 lakhs, as our silver jewellery comes at a very affordable range around Rs 7,000-10,000.

Provide details of retail staff training programs.

At PNG Jewellers, the journey for every employee begins with Aarambh, our foundational onboarding program. Aarambh is designed to immerse new joiners in our core values and code of conduct while providing a comprehensive understanding of the jewellery and gemstone journey—from mining to manufacturing. This program applies to all employees, regardless of their role or level, ensuring a shared knowledge of the business and its intricacies.

Following this, employees undergo The PNG Way of Selling, a meticulously crafted program derived from extensive research and brainstorming sessions during Manthan. This initiative identifies customer-centric practices, covering every step of the sales journey, from entry to exit. Regular refreshers are held to reinforce these principles, ensuring uniform, exceptional service for all customers, whether buyers or visitors.

To foster growth and development, we have tailored programs for career progression:

• Ankur focuses on grooming executives for supervisory roles.
• Utkarsh prepares supervisors for managerial positions.
• Shashwat equips managers for area leadership roles.

Our Leadership Development Program (LDP) hones essential skills for managers, including personal leadership, emotional intelligence, advanced communication, and decision-making. Additionally, product expertise is cultivated through Train the Trainer, certifying product specialists as Vastudaksh—champions of excellence in training and knowledge-sharing across our locations

Through initiatives like “Udaan,” a six-month program, top-performing employees are groomed for managerial roles, ensuring career progression from within the organization. Stories of housekeeping staff transitioning to sales executives and office boys becoming managers highlight our commitment to recognizing and nurturing potential. Training in products, processes, and policies ensures individuals grow with confidence and capability. Inclusivity is embraced by employing differently-abled individuals in backend operations.

Collaboration is key, exemplified by “Work Out,” where cross-functional teams resolve operational challenges. Monthly Review Meetings for area managers foster inter-regional teamwork, enhancing localized solutions. Customer centricity thrives through “The PNG Way of Selling,” ensuring consistent service for all customers.

Structured SOPs eliminate role ambiguity, while a Performance Management System with clear KRAs drives excellence. Regular reviews, rewards for achievements, and a participatory culture ensure motivation, efficiency, and alignment with organizational goals.

You have been awarded GREAT PLACE TO WORK. How have fostered a positive and supportive work environment to obtain this award? 

We are committed to fostering a thriving work environment that prioritizes values, growth, and employee well-being. We began with a value audit through 90-degree feedback at the leadership level, setting a precedent that values start at the top and permeate throughout the organization. This foundation ensures an open and fair culture where communication flows freely, regardless of hierarchy. Opportunities for growth are accessible to all through initiatives like IJP and LMS, with merit-based selection and constructive feedback empowering every employee.  

As a youthful organization with an average age of 35, we keep our team engaged and continuously learning. Nearly 47% of our workforce comprises women, and we take pride in creating a secure and supportive environment for them. From ensuring safe commutes to celebrating festivals at work, we help them balance personal and professional lives seamlessly. Our policies are designed to retain and nurture their talent, making PNG Jewellers one of the most inclusive workplaces.  

Our “people-first” approach drives every decision, emphasizing development, encouragement, and operational success. By providing opportunities for personal and professional growth, fostering happiness through engagement activities, and celebrating achievements, we ensure positivity thrives across the organization. 

How is technology, AI leveraged to bring in efficiency, productivity? Comment on digital enablement of the customer journey, including managing customer relationships effectively? 

Technology and AI are integral to enhancing efficiency and productivity across operations. Advanced AI-driven systems streamline inventory management, enabling faster turnaround and reducing errors. Predictive analytics help forecast demand, ensuring optimal stock levels and seamless supply chain operations. AI tools also support workforce planning by analyzing performance data to allocate resources effectively.

Digital enablement transforms the customer journey, offering a seamless, personalized shopping experience. Our robust e-commerce platform integrates AI-powered recommendation engines, guiding customers to relevant products based on preferences and purchase history. CRM systems facilitate effective relationship management, tracking customer interactions and feedback to tailor communications and offers. Automated follow-ups and reminders ensure timely engagement.

In-store, digital kiosks and virtual try-on tools enhance the buying experience, while chatbots provide instant assistance. By leveraging AI and digital tools, PNG Jewellers ensures a cohesive and efficient customer journey, strengthening relationships and driving satisfaction at every touchpoint.

Your forecast /outlook for India’s jewellery retail sector.

The industry is performing really well and is projected to reach the US$ 200 billion threshold in the next 4 years. Retail chains are getting organised and are accessing capital markets. I believe that the time has come to put the Indian jewellery industry on the global level, with increasing disposable incomes of Indian  consumers getting invested in jewellery. 

My mantra for success is passion for my profession: Saurabh Gadgil

What is your mantra for success?

Passion for my profession. Passion creates the drive to excel. Having said that, work-life balance is an inseparable aspect of sustaining performances and setting high and attainable dreams. I also believe that as a leader, it is important to listen to and observe the perspectives and performances of your team in order to chart a growth roadmap that benefits the entire company.  

Who has inspired and influenced you – and contributed to your personal and professional growth?

My grandfather Anant Ganesh Gadgil, popularly known as Dajikaka Gadgil, has been an inspiration not only to me, but to thousands of others. In his long life, the way he has interacted and inspired people can’t be summed up in words. In 1958, Dajikaka Gadgil moved from Sangli to Pune, opening a store on Laxmi Road and diversifying the family business. Known for his integrity and sincerity, he earned respect across society. A philanthropist by nature, he provided financial aid to Latur earthquake victims, supported Pune Ved Shala students with free meals, and donated to social organizations. Passionate about sports, he founded the Global Mind Sports Foundation to promote chess. His contributions to trade and society earned him numerous accolades from esteemed organizations, including the Pune Municipal Corporation, Bombay Bullion Association, Suryadatta Foundation, and Rotary Club, among others.

You have been a national-level chess player- how has chess shaped your thinking, helped in business strategy?

Chess has been a very important skill that has helped me in business and life. It has taught me to study my surroundings with patience and driven me to remain one step ahead of competition with a forward-looking approach. 

How do you keep yourself physically, mentally, emotionally healthy and fit? 

Fitness is a state of mind and happiness is a vital part of that. Eating healthy and regular exercise keeps you physically fit. Mental health can be maintained if you surround yourself with positive people, spend time with family and friends. 

How do you unwind and chill out?

Music is definitely a stress-buster. A game of chess online helps check lethargy. Travelling helps me spend time with myself. Spending quality time with family helps me overall. 

A CATALYST OF CHANGE – DRIVEN BY PASSION AND PURPOSE

Honesty, hard work, ethics, compliance, constant innovation and diligent management of a finances & accounts is my mantra for success: Saiyam Mehra

You can feel a certain energy and passion in the room as Saiyam Mehra, Director- Unique Chains and Chairman –GJC delves into a variety of topics and issues. But, beyond the passion and energy, what strikes you is the clarity of thought, crystal clear communication and a solid wisdom way beyond his years. Saiyam Mehra spoke to Steve Fernandes, Chief Editor- JewelBuzz on his journey into the GJ industry, his vision, strategy, mantra for success, consumer mind-sets and road ahead for the Indian GJ sector. He is in hurry to bring about a transformation…. Saiyam Mehra is a Man on a Mission!

The beginning……Early days

I started out early – joined the family business when I was in 11th standard. Travelled across the country by road– going from city to city including Delhi, Kolkata, Kozhikode, cities in Punjab meeting leading retailers, interacting with them, selling our products. It was tough – but it was a great learning experience. Many feel the second third generation are born with a golden spoon and everything is easy. That’s not the case – it is hard work and determination that is needed to attain success.

Unique Chains set up shop at the office in Zaveri Bazaar and decided to stock inventory there, and sell products from this outlet. Our factory was at Prabhadevi.

We decided to enter the wholesale segment and commenced operations in Mumbai, Delhi Kolkata. Our target was to be a one-stop shop for all the jewellery needs of the retailers visiting us. Our wide range included antique, kundan jewellery range, Chains, mangalsutra, bangles, Rajkot, Turkey, Kerala jewellery, casting, rose gold and rhodium plated jewellery. We ensured retailers were offered this wide range under one roof.

My grandfather- my inspiration

My grandfather Rajkumar Mehra is my inspiration. He started out in 1960s by establishing Rajkumar Mehra and Sons in Amritsar. He was the most educated in the family. He sowed the seeds of success that we have achieved. The foundation created by him has helped us gain deep insights in jewellery industry – and understand how crucial it is follow ethical, legal and compliant practices for a steady growth.

Business strategy at Unique Chains

I understood that change is constant. At Unique Chains every six months we needed to change and innovate our designs – and also change our thought process. We have teams moving across the country and connecting with retailers – understanding the needs of the market and mind-set of the consumers. This feedback is crucial in developing our product lines.

We focus on training and skilling of our employees and ensure they are constantly motivated.

We are constantly innovating and upgrading – designs, product lines, latest software upgrades, upgrading our tech systems, processes etc. Every move is focused on speed, completing a task rapidly and efficiently. It’s not only about thinking big – but thinking fast.

Adapting to changing market needs, consumer mind-sets

I spend my working hours interacting with retailers and my karigars– this is a continuous process and helps me understand the pulse of the market and the mind-set of the consumer

Constant innovation is not only about offering new designs. It is about newer ways in presenting yourself, showcasing your products, efficiency and speed in reaching your customers. Innovation has to permeate every process and operation in your organisation.

Previously cultural changes and shifts in consumer behaviour were gradual- across a decade. Now there is a shift in mind-set every five years – in fact even lesser. We innovate and adapt to mind-set changes every six months. I and our teams track not only jewellery and fashion trends, but also trends in clothes, foods and socio- cultural changes.

One needs to have a holistic perspective to understand shifting mind-sets and changing trends. Our teams out in the market, the management and we, the owners put in great time and effort to understand these trends.

It is crucial to balance innovation with practicality. Whether it is designing a new product line our communicating and reaching out to our clients, we are absolutely practical in our approach. There is no point in innovating if your products do not meet the requirements of the market.

Change, adapt, believe in yourself

Our industry needs to change and adapt. Many from the jewellery industry are hesitant to change. Overall jewellery sector is slow in adapting to change as compared to other sectors. Our industry has to understand that accepting new laws, regulations, compliances, adapting to new technology is critical – and that too at a rapid pace.

There is an industrial revolution in the GJ industry. There is rapid deployment of technology in manufacturing and processes across various operations. The latest manufacturing technology is being imported from Italy Switzerland Turkey. The more one innovates and adopts the latest technology the more one can sustain – and get top price for one’s product.

Getting a lower price for your product because of increased competition is a reality and has to be accepted. Labour is reducing, innovation and technological inputs are increasing; but net price realised for the products sold is not justifying the time, effort, energy put in by the entrepreneur. This is a serious challenge that needs to be addressed.

My advice is believe in your product, your quality standards and yourself. Don’t budge from your price points. Don’t be tempted to bring down your prices because of competition. Stand firm!