Behind the counter: the story of Shreeji Jewellers

What makes a piece of jewellery special? It isn't only the gold, the carat or the sparkle. It's the reason you bought it and the day you first wore it. At Shreeji Jewellers we sell jewellery, but what we're really doing is helping people mark the moments that matter to them, in something they can hold and keep.

We started small

We didn't start with a showroom full of diamonds or a huge stock. We started with trust, built one customer at a time, in a single shop on Main Street, Nadi, in 2004. We are still in that one shop, inside the Nadi Town Council Complex, and still a family business.

Over the years the people who come through our door have taught us what matters. One that stays with us is a grandfather buying bangles for his newborn granddaughter. Each time, we've tried to respond the same way: personally, patiently and honestly. That's still how we work today.

How we work

We don't believe in pushing products. We listen first. You tell us what you're looking for, who it's for and what you'd like to spend, and we help you find something that suits your taste and your budget. Sometimes that means showing you a simpler piece than you expected to buy. Sometimes it means suggesting you go home and think about it.

When you're buying 22ct gold, we'll show you the 916 purity stamp and lay a few options side by side, so you can see what suits you and your budget.

How we choose what we sell

We don't make jewellery ourselves. We choose it. Our designs are hand-picked from makers in more than 10 countries, and we look for a few things in every piece:

• Real gold, correctly stamped. Our focus is 22ct gold, alongside 18ct and 9ct, sterling silver and stainless steel.
• Diamonds with paperwork. Every diamond comes with a Certificate of Authenticity at purchase, listing its carat weight, cut, clarity and colour.
• Pieces that last. We look closely at clasps, joins and finish, because jewellery should be worn for years, not just for a photo.
• Variety, not copies. We keep more than 1,000 designs in store, and every design is different. Most of them never appear online, and the best ones tend to sell quickly.

Honest pricing

We price honestly: no hidden extras, no pressure and no gimmicks. If you ask what the stamp means or why one chain costs more than another, we'll tell you. We would rather you leave with the right piece than with something you regret.

People over profit

We'll say it plainly: we care more about people than profit. That's how we've come to have customers who trust us not just as jewellers but as advisers and friends, and sometimes, during wedding season, as something close to therapists.

Many of those customers now live in Australia, New Zealand, the USA and Canada. Many come home for weddings, Diwali and holidays, and get in touch before they fly to ask what we have. Our guide for Fijians overseas buying gold in Fiji came out of the questions they ask us most.

If walking into a jewellery shop feels daunting

If you've ever felt overwhelmed in a jewellery shop, wondered whether you were getting a fair deal, or wanted somewhere your questions are welcome, come and talk to us. You don't need to know the jargon or have a budget worked out. Tell us what the occasion is and we'll take it from there. If a piece you own needs attention, bring it in and we'll tell you what's possible with a repair.

We're Shreeji Jewellers. We're real people, just like you, and we'd love to help you find something you'll keep for a long time.

You can see new pieces as they arrive on Facebook and Instagram, or browse our gold jewellery online.