Pattern Recognition

How Joita Sen turned people- watching into a jewellery empire's competitive edge.

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Senco Gold & Diamonds has grown from its roots in Kolkata to become one of India's largest jewellery retail chains. Formally incorporated as Senco Gold Private Limited in 1994, the company has expanded to over 185 showrooms across 19 Indian states.

With over a decade in the business, Joita Sen, Director and Head of Marketing & Design, has been instrumental in conceptualising and launching sub-brands like Gossip and Everlite, which cater to younger, trend-conscious consumers.

In this conversation, Joita Sen shares insights on how Senco is navigating shifting consumer preferences, regional diversity in jewellery buying behaviour, and the delicate balance between heritage and modernity in India's evolving jewellery market.

Edited excerpts...

Q. Growing up in a business family, what are your earliest memories that still influence your decisions today?

A. Growing up in a business family — and later marrying into a jewellery business family — my earliest memories are filled with conversations about customers, product, finances and the constant evolution of markets. From a very young age, I observed how every business, irrespective of the category, requires deep understanding: of product nuances, financial discipline, audience behaviour, and most importantly, customer sentiment. These lessons shaped my foundation long before I formally joined Senco Gold & Diamonds.