How Senco Gold & Diamonds' Joita Sen has been fostering a culture of ingenuity

Adgully has consistently celebrated and acknowledged the accomplishments of women entrepreneurs and leaders in various sectors. One of our notable initiatives, W-SUITE, focuses on highlighting extraordinary women achievers in the Media & Entertainment, Advertising, Marketing, PR, and Communications industry. In this updated series, we aim to explore how women leaders adeptly manage their teams and overcome challenges in the dynamic landscape of their respective industries.

At the helm of Senco Gold and Diamonds, Joita Sen is transforming the face of Indian jewelry. With a sharp business acumen honed by an English literature degree, Sen is weaving stories into gold, creating designs that resonate deeply. From conceptualizing the trendy Gossip line to launching premium D’Signia stores, Sen’s passion for innovation is unparalleled. Her strategic mind has propelled Senco to the pinnacle of the industry, garnering prestigious awards and a loyal customer base.

But beyond the business titan, there’s a compassionate woman committed to empowering women and educating the youth.

In an exclusive interaction with Adgully, Joita Sen, Director and Head of Marketing and Design, Senco Gold & Diamonds, delves into her journey since she joined the company after her marriage to Suvankar Sen, the CEO-MD. She also speaks about women empowerment in India and her small role in it, championing inclusivity, the Do’s and Don’ts for women aiming to break through the glass ceiling in traditionally male-dominated industries, and more.

Could you share some highlights of your journey over the past decade in jewellery design and marketing at Senco Gold & Diamonds?

After completing my Master’s degree in English from Presidency University and graduating from St Xavier’s College, I commenced my entrepreneurial journey with Senco Gold and Diamonds in 2009, alongside my husband, Suvankar Sen, who is the CEO-MD of the company. Over the past 15 years, I have been fortunate to experience a journey filled with continuous learning, overcoming challenges, experiencing substantial growth, evolution, and innovation, all of which have been marked by significant milestones.

Reflecting on this period, I can discern a roadmap that has evolved over the years. My journey really began with immersing myself in the intricate art of designing and understanding the manufacturing process of jewellery. This hands-on experience equipped me with valuable insights, which eventually led me to venture into the realm of marketing. It was in this domain where I focused on creating brand value and establishing effective communication channels with our esteemed customers. This marked a pivotal point in my career, allowing me to leverage my expertise in a dynamic and engaging manner.

Senco Gold & Diamonds has a rich legacy. How has the brand’s journey been over the years? How has it evolved over the years to meet changing consumer preferences?

When I first joined the company, I observed a significant presence of college students accompanying their mothers to our stores. It became evident that this demographic had a strong preference for silver and fashion jewellery. Recognizing this trend, I made the strategic decision to launch ‘Gossip’, a brand dedicated to catering to all age groups. Building on this success, we introduced ‘Everlite’, a sub-brand specifically designed to offer fine jewellery for everyday styling targeted at a younger working women demographic, who would not only style in fine jewellery, but also invested in little luxuries that are sustainable and timeless.

I am proud that campaigns like ‘Bangle Utsav’, ‘Wear Your Pride’, ‘Shakti Edit’, and ‘Shristir Utsav’ have received high praise for their emphasis on celebrating heritage and legacy and women power. Additionally, based on consumer demand and trends, we conceptualized and spearheaded the launch of Senco D’signia, a sub-brand that delivers a wide range of premium wedding collections.

One of the most significant milestones was achieved when we successfully launched the IPO of the company. This IPO stands out as the most successful in the history of our jewellery industry, marking a remarkable achievement for our company and reaffirming our position as a leader in the market.

You’ve been instrumental in launching brands like Gossip, D’Signia, Everlite, and Sennes. What inspired these initiatives, and how have they impacted the company’s growth and market presence?

Our inspiration for launching brands like Gossip, D’Signia, Everlite, and Sennes stemmed from a desire to diversify our portfolio and cater to the evolving tastes of our customers. By offering unique and stylish jewellery options, we aimed to meet the varied demands of different market segments. These initiatives have significantly boosted our company's growth and market presence. Each brand has resonated with its target audience, from trendy and fashionable pieces to elegant and timeless designs, contributing to our reputation for quality and innovation in the jewellery industry. This strategic diversification has been instrumental in driving our overall success.

On the other hand, Sennes is a complete luxury product line that aims for nothing but the finest quality, which would be a valuable investment for customers, completely homegrown by a brand that stands as a testament to 85 years of legacy. We have a range of pure leather bags, lab-grown finest quality certified diamond jewellery under the brand Sennes. This is an experiential product.

What are some of the current trends that you have observed in the jewellery sector, and how is Senco Gold & Diamonds adapting to these trends?

The world of jewellery purchasing has undergone a rapid transformation, driven by the omni channels and experience of online shopping. In the contemporary market, discerning consumers no longer simply seek out precious gemstones; they also place a high value on the artistry and meticulous craftsmanship that goes into creating each piece. While the surge in online shopping for fine jewellery is undeniable, the role of physical retail experiences remains crucial, especially when it comes to substantial purchases. Although individuals often explore a wide array of designs online, they tend to defer their final decision-making until they have visited brick-and-mortar stores and examined the designs in person, experience the delight of shopping in person at store and connect with brand at ground level. Notably, there is a rising interest in traditional and regional jewellery designs such as filigree, meenakari, temple, and open polki, which are capturing the attention of consumers seeking unique and culturally influenced pieces.

What are the foremost attributes that women leaders in today’s business ecosystem must possess to thrive?

I believe that creating a team that shares our common goals and values is essential. It involves fostering a shared vision to develop a collaborative environment where each member fully understands and contributes to our overarching mission. It’s important to have two-way communications with mutual respect and put across your points with calculated measures and absolute convictions. Through showcasing the potential of innovative strategies and ethical practices, I navigated discussions with unwavering determination. This approach not only strengthened the team’s dedication to our values, but also gained support from colleagues, leading us toward sustained success.

How do you maintain a balance between your career goals and family responsibilities? Are there instances where you had to prioritize one over the other, and how did you navigate those situations?

Maintaining work-life balance is crucial. I prioritize instilling a strong work ethic within my team and we multitask efficiently during work hours, ensuring diligence and productivity. Outside of work, I prioritize my family and personal life, dedicating time to recharge. This approach enhances overall productivity, as taking breaks when needed keeps me sharp and prepared for increased workloads, particularly during crucial campaigns. I prioritize work when necessary, but also make a conscious effort to prioritize family whenever possible, striking a balance that fosters both professional success and personal well-being.

What are some upcoming initiatives or projects at Senco Gold & Diamonds that you are particularly excited about?

In 2024, we aspire to showcase the craftsmanship and cultural richness of Bengal artistry nationally, fostering a global appreciation for our heritage. This approach reflects our commitment to both local roots and national aspirations in the coming year.

Beyond business, my commitment extends to social responsibility. I also champion inclusivity by actively hiring from the LGBTQIA+ community, their perspectives enrich our teams and enhance our brand and credibility. Additionally, I also spearhead initiatives for acid attack victims throughout the year. Looking ahead, experimentation, inclusivity, and technological advancements remain pivotal in shaping our future trajectory.

As a member of the Entrepreneurial Development committee at BCC and through initiatives at Senco Gold Diamonds, how have you supported women empowerment, and how has it impacted the organization?

I have been actively involved in supporting women’s empowerment through my roles on the Entrepreneurial Development Committee at BCC and initiatives at Senco Gold & Diamonds. My efforts have focused on developing programs that provide training, mentorship, and resources to aspiring women entrepreneurs, enhancing their business acumen and leadership skills. At Senco Gold & Diamonds, we are dedicated to recruiting, retaining, and advancing women by offering continuous skill development and creating a supportive work environment. These initiatives have resulted in a significant increase in successful women-led businesses at BCC and have contributed to a more diverse and innovative workforce at Senco Gold & Diamonds. This has driven organizational performance and reinforced our commitment to gender equality.

What do the accolades and global awards mean to you personally and professionally? How have they influenced your approach to leadership and innovation?

Being honoured with the ET Inspiring Women Leader-2023 and the XIA Global Award 2023 carries immense personal and professional significance. These accolades serve to validate the sustained commitment, diligence, and resilience while also signifying the steadfast support of my family, friends, and colleagues. From a professional standpoint, they reaffirm my dedication to leadership and innovation and inspire me to continually pursue excellence and challenge conventional norms. Furthermore, they accentuate the pivotal role of inclusivity, empathy, and collaboration in leadership, motivating me to cultivate talent, foster a conducive work environment, and foster a culture of ingenuity. Ultimately, they significantly influence my strategic approach toward effecting a meaningful and lasting impact within my professional domain.

According to you, what are the key Do’s and Don’ts for women aiming to break through the glass ceiling in traditionally male-dominated industries?

Do’s:

• Cultivate relationships with mentors, sponsors, and peers who can offer guidance, support, and opportunities.
• Stay updated with industry trends and advancements to remain competitive and relevant.
• Demonstrate your ability to lead teams and manage complex tasks effectively.
• Develop strong communication skills to articulate your ideas and opinions clearly and assertively.
• Support and mentor other women and underrepresented groups within your industry.

Don’t’s:

• Learn from setbacks and use them as stepping stones to success.
• Seek feedback and be open to constructive criticism.
• Prioritize tasks and manage your time effectively to maintain a healthy work-life balance.
• Your reputation matters. Maintain professionalism and integrity in all interactions.