1. A brief introduction to the Aminra business?
Our history dates back to 1915, and we represent the fourth generation in the jewellery field. My grandfather, Mr. E. A. Fernando, began this journey from Chatham Street. After the Second World War, our business activities changed and we entered the gem trade. Later, in 1960, my grandfather started “Raja Jewellers,” and in 2009 we launched “Aminra Jewellers.” Even today, we continue this journey, reaffirming the trust of four generations.
2. What are the origins of the Aminra business and the services you offer to customers?
We provide the jewellery services needed for every special occasion in a person’s life—from the five gold pendants and pair of earrings given at a person’s birth, to important life achievements, wedding ceremonies (Wedding Jewelry), and anniversaries.
Our specialty is the customer relationship we maintain like a family friend with customers who have been coming to us for generations. We provide an unparalleled service, including the highest purity finish certified by the National Gem and Jewellery Authority, a warranty provided for our products, and free services based on customer satisfaction.
3. What challenges and experiences have you faced since entering this field?
Challenges: The rapid fluctuation of gold prices in the world market (rising by Rs. 10,000 or falling by Rs. 5,000 within a week), the impact of government tax policies, and having to face the challenges in the pawning sector where pawned old items are polished and sold at lower standards.
Experiences: Since we export our products to international markets including America, we possess full experience and capability in crafting any complex design with the highest finish (Extreme finishing) according to international standards in terms of engineering and manufacturing technology.
4. What factors do you consider when designing jewellery for weddings?
A wedding necklace is an heirloom with a long lifespan of 40–50 years that is passed down to the next generation. Therefore, when creating a design, we pay special attention to its lifespan, quality of finish, metal standards, and guarantee. At the same time, we also work to provide maximum fairness according to the complexity of the design in a way that suits the customer’s budget.
5. How do you support a couple when they come to you to have jewellery made for their wedding?
Personalized Service: A dedicated sales person is assigned specifically to the couple who come in, providing the necessarywedding jewellery Sri Lanka
consultation and support from the beginning to the end.
Design selection: We show several designs and help the customer choose the best creation that suits them most.
Special offers and payment methods: We provide special bundle offers when purchasing rings and necklaces, and also offer the facility of part-payments for those unable to pay in full cash—placing an advance and paying off the balance within 1.5 to 2 months to obtain the item.
6. What is your opinion of the Poruwa.lk wedding proposal service?
This is a very good digital concept. Especially since customers’ privacy is protected, and because of the ability to connect only with the consent of both parties and the filtering options available to search as needed, I see it as a successful website that saves time.
7. What discount do you offer to customers who come to you through Poruwa.lk?
We are able to offer a discount of up to 20% on selected items. Customers who come within 1.5 months from the date the magazine is published can obtain this special discount on a priority basis.
8. Who are the people you are grateful to in the journey you have made so far?
My heartfelt gratitude goes to my grandfather, my father (for his vision and advice), and the entire staff of the Aminra institution who work with dedication to making this journey a success.
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