Pakeeza Jewellers, London

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Pakeeza goes for gold From its landmark shop in Green Street, East London, Pakeeza Jewellers has built an international reputation, not only for Asian bridal jewellery but also for its fast growing diamond collections and its bullion service. Green Street, just a javelin’s throw from the rapidly emerging Olympic complex in East London, is a magnet for Asian brides-to-be and no jeweller stands out more boldly than Pakeeza. On a corner site, set back a little from the road, the shop with its strong, gold branding, its yellow ochre paintwork and windows brimming with the rich, deep-yellow hue of top-quality 22ct bridal suites positively beckons to passers by. A warm welcome awaits those who venture in. The shop’s owner Zahid M Khan, his son Waqas and their experienced sales team - headed by the friendly, knowledgeable and indefatigable Ms Anjum - pride themselves on the high levels of service they offer. It is this, coupled with the diversity and excellence of their products that keeps their customers coming back for more. Pakeeza is a relatively young business and one which is the result of a global journey by its founder Zahid Khan. Before setting up in Green Street in 2005, Mr Khan was based for 20 years in Germany. Here he established a highly-successful fashion company. He was also much respected in the business community, rising to become General Secretary of the country’s Pakistan Businessman’s Association. However, the deep recession which followed the reunification of Germany saw the Khans move to the USA where they took their first step into the world of jewellery. “We had no family knowledge of this industry but with the assistance of friends we found an excellent location in 74th Street Jackson Heights – the Green Street of New York,” explains Khan. The business prospered, but once again world events were to affect their fortunes and when the Twin Towers went down on Nine Eleven, the family decided to move to the UK and the Green Street shop was born. Here too Zahid Khan has quickly established himself as a business leader. He is a key figure in The Green Street Jewellers’ Association and has done much to help promote Forest Gate as a prime destination for Asian families seeking bridal jewellery, clothes and gifts. “There is much to be gained from working closely together,” he says. Unrivalled selection Pakeeza stocks mainly traditional Asian bridal jewellery and has an unrivalled selection of Rani and Belt sets as well as Antique designs all of which have matching earrings, necklaces, bangles and bracelets. Thanks to his fashion background, Zahid has an excellent eye for spotting the latest trends and this ensures that Pakeeza’s designs are constantly refreshed and updated to give a modern and distinctive twist to a traditional product. “All the jewellery that you see in the shop is ready for immediate sale but if you want something you can’t see, that is absolutely no problem. We like to have completely satisfied customers and are happy to either alter existing pieces, or to create entirely new designs to their own specification. The important thing is that they should have exactly what they have in mind,” he says. Never a company to stand still, Pakeeza has recently broadened its offer to include a full range of diamond jewellery, including rings, necklaces and bracelets in 18ct white and yellow gold and in platinum and there is something here not only for brides-to-be but for women of all tastes and all ages. All the jewellery on display is made for Pakeeza by their long-established and trusted suppliers in Pakistan, Dubai and Abu Dubai. This enables the business to offer not only a speedy service but also guaranteed quality and a competitive price. Bullion bars In these turbulent times many consumers are turning away from the financial markets and putting their money into bullion and here too Pakeeza can help. Customers can order investment bars in both gold and platinum ranging in size from as little as five grams up to a hefty one kilo. The company also sells bullion on E-bay, where it can be found under ‘Fine Bullion Bars’. You do not have to spend very long at Pakeeza to understand that this is a business which just keeps on developing. The company is determined to raise its profile and to reach the widest possible audience. With this in mind it has invested heavily in advertising and runs eye-catching commercials on the Asian television channels and in bridal and fashion magazines, as well as having frequent slots on Asian radio channels. It also has also embraced the Internet and its site www.pakeezajewellers.co.uk provides a tantalising taste of the jewellery to be found in store. A younger audience Much of the drive towards new technologies and to the Internet, where the company has a substantial following on E-Bay, has been driven by Waqas Khan, who joined the business having completed a degree in corporate finance. “I believe, thanks to my financial training, that I look at things from a new angle. Being young myself I can also perhaps bring something fresh to the business which will appeal to a younger audience. My father and I have been working hard on our branding and ways in which we can differentiate our business from its competitors:” he says. Whilst they may be constantly on the lookout for new products, new ideas and new marketing campaigns there are some things at Pakeeza that will never change. “We are strong believers in building lasting relationships with our suppliers, our fellow jewellers and most importantly with our customers. Everyone is welcome here. We see the good in all human beings and believe it would solve a lot of problems in the World if more other people did the same,” says Zahid Khan. To see for yourself what Pakeeza has to offer you: Visit them at: 287 Green Street, Forest Gate, London E13 9AR T: 020 8503 5005 Fax: 020 8503 5004 Email: [email protected]. www.pakeezajewellers.co.uk