How and when was Diamond Direct luxury initiated?
After doing my graduation in medicine and surgery I went to US and opened six high end luxury diamond stores. After being successful in US I came back here in Pakistan and opened Diamond Direct a beautiful store on a beautiful location in Lahore, where we are offering Diamond Rolex. Having said that, we also have a lot of variety of beautiful engagement rings and I have also introduced my own line of engagement rings called the ‘Dazzle’ by Dr. Imran.
What inspired you to step into this industry and how do you ensure quality standards of your products?
All the merchandise at Diamond Direct in Lahore is from US and GIA certified therefore will always be valuable as it comes with a certificate. I personally invested in this industry as diamond and gold as jewels never expire or get out of date and always has its own value.
What is your target market?
We have diamonds ranging from PKR 20 Thousand to PKR 20 Million, diamond and gold always has a value having said that the value actually keeps increasing. Therefore, whoever wants to invest their money this is indeed the best investment to do.
You are a prime supporter of the American Cancer Association and other charitable institutions, tell us about your philanthropist activities?
Being a member of the American Cancer Association I always believe in charity and also in giving a special kind of hope and energy to those who are fighting with cancer. We don’t need to call them a warrior what they actually need is hope, a real hope to live and go through to face the challenge as it comes to them. Being a cancer survivor myself understand how it goes, you need faith and hope and that’s what we need to create for those who are going through this difficult time.
Being interested in jewelry and fashion how did you end up being a surgeon?
I did my graduation in medicine and surgery after doing that I went to England to do my specialization in cardiac surgery but I was not satisfied and believed there were many better doctors in the industry and hence decided to switch into the jewellery business, because it’s a good investment as diamonds and gold never lose value it can always be refurbished and resold. That is why I always advice people to invest in gold and gem stones as it’s a safe investment and always pays back and is like money in hand.
Your store specializes in custom engagement rings, how do you ensure its perfect for a bride’s special day?
Another specialty that we have are customized diamond engagement rings, every bride needs to look different because that’s the most beautiful moment of their life. So what happens is that we are specialist in that our slogan is, You dream it we create it! We are the first one in Pakistan who can customize a diamond engagement ring according to your ideas.
How do you deal with an angry or dissatisfied customer?
When it comes to an angry or dissatisfied customer we believe in loving them, it happens because at times it’s not possible to fulfill their exact requirement or imagination. So to be honest, we will greet you honestly with a smile and all your anger is going to be gone!
Where do you see this business in the next 5 years?
Talking about the next 5 years, I have planned to open a new location in Islamabad and then another one in Karachi. We are also working on expanding towards cities like Faisalabad and Sialkot, whereas we also have our offices in Dubai and HongKong.
