ALL THAT GLITTERS
NJS Gold founder Naomi Julia Soegianto talks with Claudia Rindiantika about establishing her own company, growing to enjoy running it, and why the precious metal remains the gold standard for investment
FINANCIAL LITERACY is on the rise – especially the importance of investment, with gold still being one of the most popular investment instruments. On that note, NJS Gold offers investment opportunities through fine gold jewellery. The gold manufacturer was established under PT. Nafiri Jaffa Sentosa in 2017 by Naomi Julia Soegianto, the second generation of the family that founded the gold jewellery factory in 1983 in Surabaya.
Following her father’s historical success, Naomi developed her business into a gold jewellery wholesaler that was able to dominate the market in Central Java and has now grown beyond the region. Following her company motto of “bring the excellence,” Naomi is committed to develop and build her legacy by providing quality products using Italian technology and machinery. Below are excerpts from our exclusive interview.
Can you tell us about NJS Gold and the journey behind its founding?
The company is a jewellery manufacturer. Gold jewellery, to be exact. We have been running for five years, but I’ve been in the gold business since before that. It was quite a long journey, actually. I started as a wholesaler, then I founded a jewellery shop and finally I established a manufacturer. The journey was as old as my child – 24 to 25 years.
At first, building my own company was not something I’ve ever dreamt of. I used to have other visions. But due to various circumstances, eventually I founded the company. It is quite complicated to explain, but in short, I eventually understood that my path is in the world of manufacture. So, when I was approached by people with experience in this industry to establish this company, I gladly did so and set out to do my absolute best in running it.
What do you enjoy the most about being in this business?
To be frank, I think this is a very complicated business. I have to manage and oversee everything from start to the finish – from raw material to the finished product, from one department to another, as well as strategic initiatives for business development – as the owner and CEO. Like I mentioned before, since this was not something I initially desired to do, I didn’t really enjoy it at first. But I built everything from zero. My background in accounting helped me in a way. I also taught myself marketing from my experience as a wholesaler. Eventually, through everything that I have earned, I found the work to be quite enjoyable, especially in the designing part. Although I had to learn a lot about it, when I saw what we created and saw it being sold in the market, I found satisfaction in it. What I enjoy is the opportunity for myself and my mind to grow.
On that note, do you personally design and oversee production? Other than that, what else do you oversee directly?
I am always happy to interact with the team, especially when designing. I’m directly involved in the designing process. I would sit with the team to review everything from the 3D model, the 2D model, and the prototype. If there is anything that we need to fix, we discuss and change it on the spot until it’s good to go. I’m even involved in the decision-making process for the colour choices. Other than that, I also oversee research and development, as well as business development, accounting and marketing. As the owner, it is my responsibility to coach the entire team.
What is the most important or valuable lesson that you have learned during your journey in building your company?
I would say there are two important points here. First, looking externally, I actually enjoy interacting with my customers – even if time doesn’t always permit that I greet all of them. Basically, I consider it an honour whenever I can meet with them and share stories, and learn from each unique individual that I meet. Most importantly, this way NJS Gold can provide the best possible quality for its customers. This is why I make it a point to get directly involved in all of my