Sona Jewellers (SJ) has established itself as a company to reckon with since its inceptions in Saudi Arabia in 1984.

It was the idea of its partner Sona Mohan who could not find 22 carat ornaments in the Kingdom. So, it was her decision to manufacture 22 carat jewelry to meet the demand from the Asian community in Saudi Arabia.

Those days only 21 carat and 18 carat ornaments were produced and imported. It took a long time and procedures to get the license for manufacturing and retailing 22 carat ornaments.

"With the support of our valued customers we could learn a lot and we kept improving as per their needs," the SJ stated. "Our motto is to satisfy our valued customers by giving product quality, service and guarantee in keeping with our slogan — Buying from Sona is equal to quality plus confidence plus service plus guarantee."

SJ claims to have a wide range of handmade and machine made jewelry production at its own factory in Riyadh where it started its first outlet. "Our well experienced goldsmith and humble salesmen have had a major role in our success."

SJ at present has outlets in Riyadh, Jeddah, Dammam and Hofuf and will be establishing four more branches throughout the Kingdom by December. "We are always heartily grateful to Saudi Arabia and our customers who trusted us. Thousands of designs and all our masterpieces are created by our professional artistic model makers and skilled craftsmen."

According to Sona Jewellers, there are many positive aspects and characteristics of products and services that can be reviewed to promote branding. It is these qualities that will support brand awareness efforts in targeted segments of the gold ornament market. "Developing increased brand awareness will help internal selling efforts, repeat customer business and the ability to open new market segments."

SJ added that the brand statement brings instant value proposition to the customer. "Our brand statement — Always with you —will give a simple connection to the company and the customers and convey how we can support their values and needs."

SJ added that defensible claims are a brief statement of the unique qualities that it can back up with solid empirical data and proven evidence.

"We are committed to research studies that include internal and external viewpoints to develop a cohesive and comprehensive brand message," SJ stated.

SJ outlines its building strategy thus: "Like the process of cultivating vegetables, we emphasize that Sona Jewellery offers trust by educating customers about the unethical practices in the business and change the perception of jewelry as a high-priced purchase. We are changing the attitudes of customers from their blind trust to informed trust."