Jewellery business with a personal touch

Sarang Lagu, director of jewellery chain Lagu Bandhu, tells us about his passionate business plans After being involved in the running of the business for 16 years, it has now become an integral part of Sarang Lagu’s life. The director of the jewellery chain, Lagu Bandhu, Sarang joined the family business in 1998 when he was only 22 years old. Sarang says, “I always had the vision of taking his family business forward. After completing my MCom, I did a diploma in gemmology and diamonds. These courses helped me understand the intricacies of the business better.” Lagu Bandhu has been a household name for generations. The enterprise specialises in traditional Maharashtrian designs in pearls gold and diamond jewellery. “The gold jewellery business was set up by my grandfather, Sitaram Lagu, in Mumbai, in 1936,” says Lagu. “My father took over the mantle from my grandfather, and I from my father. My cousins and I are the third generation of the Lagus, in this business.” The speciality of the brand has been designs featuring cultured pearls. That’s how the name Lagu Bandhu Motiwale emerged. Now, it is known as Lagu Bandhu, and was set up in Pune, in 1995. After surveying the market here, Lagu realised that Pune was not known as a jewellery hub. City jewellers were churning out mass produced jewellery in gold and silver. That’s when the thought of expanding from cultured pearls into a full scale jewellery business. Today, Lagu Bandhu is known as specialists in studded jewellery made from finest diamonds, emeralds, rubies and other precious stones. It has manufacturing units in Mumbai and Pune. There are four retail stores in Mumbai, two in Pune and one each in Thane, Dombivli and Panaji. They also have an exhibition centre in the US. Their customers in the country and abroad are devoted to the brand. During festive and wedding seasons, the stores are flooded with customers. Lagu, his mother Anjali and wife Neha, attend to each customer personally. “We do our best to make the shopping experience enjoyable so that our customers can pick the jewellery they like,” he says. Readymade jewellery such as bangles, bracelets, rings, necklaces, pendants and earring sets are available in traditional, contemporary and fusion designs. There is also a range of jewellery for working women. The designs are created by their team in Mumbai. Patrons can also order customised jewellery. “Customisation helps us to know exactly what the patron wants. It helps us to understand how to serve the customer better,” says Lagu. It takes between one week and two months to design custom jewellery. He has plans for a couple of stores in the US. Lagu is currently doing a survey of the US market. Also in the pipeline are 20 exhibitions across the US this year. “Customisation helps us to know exactly what the patron wants. It helps us to understand the serve the customer in a better way,” explains Lagu. Once the order is placed it takes about 1 week to 2 months to manufacture the jewellery.