The FINANCIAL -- Zarapxana, the leading jewellery manufacturing company in Georgia, is working on a unique collection, which will be the new word in art jewellery, says the Director of Zarapxana, Ketevan Gognadze.
“By combining Zarapxana’s refined style with artistic taste, this new collection will be the new word in art jewellery,” said Gognadze.
While adding new collections and diversifying its products’ line, Zarapxana also intends to broaden its chain by opening a new shop in the capital Tbilisi. Furthermore, Zarapxana plans to open a training centre in the jewellery field, which will be the first of its kind in Transcaucasia.
At the same time Zarapxana is continuing to bring new life to the country’s centuries-old jewellery traditions such as filigree, dewing, and drawing on stone, and further promote them beyond Georgia.
And importantly, next year Zarapxana will celebrate its 80th anniversary. During this time the company went through different periods, changed its location and name several times, but despite everything Zarapxana never stopped holding the leading market position for the whole region.
Currently, Zarapxana operates five fashionable shops in Georgia, which are visited by about 10,000 customers. These stores offer a rich choice of collections, including: a bridal collection; a church collection; souvenirs created based on the motifs of antiquities found at Georgian archaeological excavations, such as lions, deer, rams, etc; and the Mtskheta collection, which is inspired by the exhibits kept in this ancient city of Georgia.
In 2016-2017 a new management group started running Zarapxana and accordingly, the direction of the company and the way it is positioned on the market changed.
“We are in the process of renewing and improving the technological process which is directly linked to the company’s strategic plans. These plans include developing the corporate segment and presenting the Zarapxana brand abroad,” said Gognadze.
Refined jewellery goods built upon the best jewellery traditions is something that was highly appreciated by the more than 100 experts as well as customers which named Zarapxana a Golden Brand winner company this year.
“Our goal is to maintain the number one position in the Georgian jewellery market through our energetic work and distinctive products, to make the outcome of our hard work desirable for each of our customers,” Gognadze said.
Q. What determines the success of Zarapxana, in your opinion?
A. There are some of the most important business processes in any organisation, the continuity of which determines the success of the company. In Zarapxana’s case this is 80 years of continuous experience, quality and collections that are created with love and decency. Every achievement at Zarapxana is part of its strategy – to be recognised as the best one by your company, society and partners.
In the series direction the company has several important collections. We have revived the trend for precious jewellery and souvenirs based on styles from antiquity. Each piece of jewellery created by Zarapxana has its own history and accordingly, Zarapxana collections never lose their relevance.
Currently Zarapxana collections are available at five branded stores, where customers can get the perfect service.
Zarapxana offers its customers exclusive services, like for example an individual service, where customers are able to create their ‘dream jewellery’. Customers can create their own designs and concept by themselves or with the help of our professional advisors, who will make some changes to one’s initial designs.
Q. How many people are employed at Zarapxana and how does the company care for its employees?
A. Today, about 100 people work at Zarapxana. The company constantly cares about improving their skills. Periodically, we invite local or international consultants to share their experience with our staff. Also, our employees often participate in international jewellery exhibitions where they catch up on the latest trends and developments of the industry.
At the same time, we have also shared our experience with guests from European and Asian countries.
Q. Besides Golden Brand, what other awards has Zarapxana won recently?
A. Back in 2003, the organisation “International Business Initiatives” awarded Zarapxana a special prize for “Quality and Business Prestige” in the Gold category at the US Quality Summit.
In 2010 the National Intellectual Property Centre of Georgia – Sakpatenti, awarded Zarapxana an honorary diploma for promoting and contributing to ancient Georgian art.
This year Zarapxana became a member of the American Chamber of Commerce to Georgia, which is a big honour for us.