The NJR Story
As many success stories go, Umhlanga’s Nirmala Chetty’s ascent to owning her own jewellery brand and store began with humble beginnings.
Chetty’s three-decade journey of entrepreneurship is a testament to her persistence, diligence, faith and kindness, as both a businesswoman and one of KwaZulu-Natal’s foremost female business owners.
Her journey in the world of jewellery began in Johannesburg in 1988, when she joined the local division of a large US-based jewellery manufacturer and wholesaler. It was then that she began fine-tuning her skills as a designer and merchandiser within the jewellery business industry.
She returned to her hometown of Durban five years later and soon became the driving force behind a well-known chain which focused on the niche market of Indian jewellery. Chetty poured her passion into the business for the next 23 years. She helped them to expand, grow and flourish, all while mastering every aspect of the business, from running a manufacturing workshop to purchasing, stocking and merchandising.
Armed with extensive experience across all facets of the industry, Chetty ventured into starting her own business. She purchased a prestigious jewellery brand franchise in Ballito Junction Regional Mall at the tail-end of 2018. It soon became clear that her passion was not misdirected. Within her first year of business, Chetty scooped the Ballito Junction award for ‘The Most Improved Retailer 2019’, and a year later, she walked off with the coveted title of ‘NWJ Franchisee of the Year 2020’.
When the pandemic hit in 2020, Chetty’s empire-in-the-making took a knock. Undeterred, the already successful and steadfast entrepreneur dedicated her time to cultivating her lifelong dream of actually running and owning her own jewellery brand. In 2022, after much research, investment, hard work, prayer, and more than three decades of vision, Chetty’s dream had finally become a reality!
On Boxing Day last year, NJR (Nirmala Jewellery Retailers) opened its doors to much fanfare at the new Oceans Mall in Umhlanga. When asked about the brand, Chetty said blue was an obvious choice, as her birthstone, Tanzanite, has a blue hue in it, and the gold crown of glory is significant of her faith and the blessings that got her here. The store is designed around a biblical theme, with elements from the Garden of Eden in the decor, which is reminiscent of her strong faith and far-reaching spirituality.
When asked about her secret to success, she credits her unyielding faith and the time she invested into learning and mastering her craft, along with the personal attention she gives to each customer and each piece of jewellery she designs, as something that cannot be replicated. Every piece is unique and specially made with the utmost passion and love.
Umhlanga can look forward to many beautiful pieces by NJR in the future, and we cannot wait to see them!
Tel: 072 741 8174
Email: info@njr.online
Facebook: @NJRoceans
Photos: Pagiel Chetty Photography