Sudhirr Singh of ‘Adaaliz’ is a jeweller who has rendered worthy service to his customers over the two-and-a-half decades that he has been selling jewellery

In pursuit of adornment

Sudhirr Singh of ‘Adaaliz’ is a jeweller who has rendered worthy service to his customers over the two-and-a-half decades that he has been selling jewellery

I meet up with jeweller Sudhirr Singh in his cosy showroom ‘Adaaliz’ on Hughes Road, which also houses the office spaces of some of the most affluent jewellers in town. I step up to a brightly lit space which showcases a veritable gamut of every woman’s dream – diamond necklaces, rubies, emeralds and precious stones galore. Walking upto his office upstairs, I meet a man who seems extremely serious about the jewellery that he serves up customers. Sudhirr and his family, who hail from Bhagalpur in Bihar, have been in the jewellery business for nearly two-and-a-half decades, he says. Sudhirr, who started out by exporting loose diamonds to the Far East, has two brothers, both of whom are also in the same field – in Bangkok and in Bangalore respectively. He started ‘Adaaliz’ on his own two-and-a-half years ago after being in partnership with his brothers for about two decades. “There’s more freedom and creativity when one has the licence to take one’s own decisions,” he says. “The demand for jewellery in India is growing by the day.” So moving from Panchratna, Opera House, he shifted to being his own man on Hughes Road. Sudhirr’s showroom specialises in bridal jewellery of a fine sort in keeping with the word Adaaliz which is a European name for ‘of the nobility’. “Diamond studded jewellery is a favourite with my customers, many of whom are female,” he says adding that making lightweight jewellery with fine diamonds is ‘Adaaliz’s specialty. For Sudhirr, helping conceptualise the jewellery he sells is the most exciting part despite the fact that he has in-house designers at work. “People want unique sorts of jewellery nowadays and tastes among customers differ widely.” For a workaholic like him who works till 9 pm each day, keeping a work-life balance is confessedly difficult. But he does treasure the times he spends with his family over the weekends. Something that he most looks forward to every year is travelling to Hong Kong for the annual jewellery fair that never fails to inspire him. Sudhirr’s success mantra is simple: “Work hard, be creative and provide satisfaction to customers”. And last but not the least, he believes in being positive. For someone like him who forms part of the large USD 30 billion jewellery business in India annually, one which exports 95% of the world’s diamonds, the future looks bright.