A legacy of family, values and hard work
Dhyey Sojitra, CEO of Luxury at Mani Export.
The New Generation is a WDC News Update series that tells the stories of up-and-coming diamond industry leaders, examining the role that they see for themselves, in the business and the diamond itself. Each article in the series is delivered in the person’s own voice.
The seventh article in the series features Dhyey Sojitra, CEO of Luxury at Surat-based Mani Export.
Growing up in a family deeply rooted in the industry, I’ve always been surrounded by the brilliance and allure of diamonds. For over five decades, our family company, Mani Export, has been a name synonymous with quality and trust in the business.
My grandfather, Mathurbhai Sojitra, laid the foundation of this legacy with unwavering dedication, and my father and uncles continued to build upon it, with the same principles of accountability, confidence and integrity.
Together, over period of several decades, they built an empire, becoming a highly successful manufacturer of diamonds. Our company’s competence lay in its ability to produce a consistent supply of excellent polished goods in various shapes and sizes. Today, the business, which was founded on strictly held values and traditions, is transitioning, bringing into management roles the next generation.
As a member of this younger group, I feel both a profound sense of responsibility and incredible opportunity. Mani Export isn’t just a business – it’s a testament to our family’s hard work, principles and the relationships we’ve cultivated worldwide.
Mathur Sojitra (center), the family-owned company’s Founder and Chairman, flanked by Alpesh Sojitra (left), Director-Procurement and Manufacturing, and the author, Dhyey Sojitra, at a celebration at Mani Empire in Surat.
Curating a multigenerational inheritance
I am an entrepreneur and CEO of Luxury at Mani. As such, I am entrusted with overseeing a multi-generational legacy in the diamond industry.
Mani Export, our core company, was established more five decades ago, and specializes in the production and distribution of polished diamonds globally. It’s where our legacy began and continues to thrive.
We are organized in a number of units. Mani Empire is our primary hub in Surat for diamond cutting and polishing, and is where the majority of our operations take place. It’s the heart of our manufacturing platform and administration arm, and is housed in state-of-the-art facilities.
Located adjacent to Mani Empire is Mani World. It focuses on the latest technology and innovation in diamond processing. It’s where we test and implement new methods to stay ahead in the industry.
Mani Jewel is our diamond jewelry division. Established in 2003, it produces exquisite pieces that combine tradition with modern design. It’s a branch that has grown significantly and is now a key part of our business, catering to a diverse clientele
Luxury emanates from our high-end solitaires and fine jewelry, and this is deeply personal for me. From a young age, I was captivated by the brilliance of large diamonds and the intricate craftsmanship that is required to turn them into centerpieces.
My passion for creating timeless jewelry is not just a professional endeavor. It also a consequence of the awe and admiration I felt as a child, watching my family’s skilled artisans at work.
I have had to learn to connect with and communicate effectively across different generations. Growing up, I observed my grandfather’s old-world wisdom, my father’s balanced approach, and my uncle’s innovative ideas. These experiences taught me the importance of understanding and respecting the perspectives of Gen X, Millennials and Gen Z consumers.
My role embodies the 360-degree orientation that defines a well-rounded entrepreneur. We need to be people who are versatile, empathetic, and always ready to adapt and grow. Whether it’s negotiating with seasoned industry veterans or inspiring the younger members of our team, I strive to honor our legacy, while pushing the boundaries of what we can achieve.
The influence of family
I have been actively involved in our family business since I was 14 years old. Some of my earliest memories are of spending time in the office, watching my father and uncles meticulously evaluate diamonds.
At 16, I took a significant hands-on step when I created our company’s first website. It was my attempt to introduce modern marketing into a business steeped in tradition. This early exposure was more than just a learning experience. It was transformative, because it ignited my passion for the industry.
I wasn’t just learning about diamonds and their value. I was absorbing the core values that drive our family business—integrity, accountability, and a relentless pursuit of excellence. Those moments, surrounded by family and immersed in the business, shaped my understanding and love for this industry in a way that no classroom ever could.
Growing up, my grandfather was a significant influence in my life. He often shared stories of the early days, filled with challenges and triumphs. His dedication and hard work were instrumental in establishing Mani Export. He had arrived in Surat in 1966, and in 1972 set up his own factory with just two polishing wheels.
Dhyey Sojitra, during his training in the diamond department at Mani World in Surat.
One story that always stayed with me was how he would travel long distances on foot to meet clients and suppliers, ensuring the best deals for our family business. His unwavering principles of accountability, confidence, and integrity are values I strive to uphold every day.
My maternal uncle Shreyans also played a pivotal role in my journey. He taught me the importance of attention to detail and the art of negotiation. I vividly remember a day when he showed me how to evaluate a diamond, explaining, “A diamond’s true value is revealed only when you look closely.” It’s a lesson has steered me in ensuring that every diamond we produce is of the highest quality.
My father’s advice has been a guiding star in my life. He would often remind me, “In the diamond business, trust is more valuable than the stones themselves.” This principle has been central to building strong relationships with our clients and partners worldwide.
My mother’s support has also been a cornerstone. She taught me the importance of resilience and positivity. During challenging times, she would say, “A diamond is just a piece of coal that handled stress exceptionally well.” Her words have kept me motivated to face and overcome the hurdles in our industry.
Another cherished memory is that of my uncle Chetan, who always emphasized the importance of innovation and staying ahead of industry trends. I remember us spending late nights brainstorming new marketing strategies and ways to integrate technology into our processes. His forward-thinking mindset and willingness to embrace change have significantly influenced my approach to business.
My maternal grandfather, Govind Dholakia, of Shree Ramkrishna Exports, was also an important teacher. He stressed the importance of 1,000 days of hands-on training. It’s empowered me to navigate the fluctuations of the diamond market with confidence and shaped not only my professional journey but also my personal growth, reinforcing my belief in the enduring value of perseverance and dedication in everything I do.
Lessons from outside my comfort zone
One of the most transformative experiences in my life unfolded in August 2023, when I was challenged to make my own way for 45 days in Visakhapatnam, a port city on the Bay of Bengal in the Indian state of Andhra Pradesh.
To outsiders, I was just another young person making his way in the world. For me, those weeks were a profound, filled with diverse jobs and entrepreneurial ventures that pushed me outside my comfort zone. It was a time of discovery, where simplicity, positivity, and hard work became my guiding principles.
Living anonymously in a new city, I learned firsthand the value of resilience and adaptability. Every job I took on, from menial tasks to more challenging roles, taught me something new about perseverance and the rewards of honest labor. But it wasn’t just about earning money. It was about understanding the effort and dedication that goes into every penny earned.
Dhyey Sojitra at work in a coffee, one of his places of employment during his 45-day sojourn in Visakhapatnam.
Throughout this journey, I leaned heavily on the support and encouragement of my family. Their belief in me during tough times reinforced my determination and shaped my perspective on success.
The lessons of resilience, adaptability, and maintaining a positive mindset that I learned those days in Visakhapatnam have become ingrained in my character. They continue to guide me through the complexities and opportunities of the diamond industry, reminding me that every challenge is a chance to grow stronger.
Before officially joining our family business, I had made another deliberate choice to step out of my comfort zone. I spent time working on the factory floor of another firm, and learned the lesson of dedication and commitment to the job itself. It too was a transformative experience, which instilled in me a deeper appreciation for the hard work that underpins every successful enterprise.
The holistic approach of the all-rounder
The natural diamond industry has faced significant challenges over the past two and a half years, presenting obstacles that have tested our resilience. But, I believe that, because we my generation entered at this very time. We were provided with valuable skills and fortitude for the future.
Indians are passionate about the sport of cricket, which introduced the concept of the “all-rounder.” This as player who not only is an expert batter, but a bowler and fielder as well – a person who can impact a game at any time, both on defense and on attack. Great managers are often all rounders.
I learned that, in our pursuit of growth, it’s essential to remember that success lies not only in supply chains and the manufacturing line, but also in human resources. Great profits normally do not equate with cutting employee salaries, and public relations are crucial. Solving challenges for both employees and customers fosters both a positive work environment and builds lasting relationships.
In my life, both personally and professionally, I’ve come to embrace a holistic approach where spirituality guides the four essential aspects—personal, relational, professional, and social contribution. It’s not just a philosophy but a deeply held belief that happiness multiplies when shared, driving me to work for causes rather than seeking applause. This mindset keeps me constantly looking forward, hungry for new challenges and growth opportunities. It’s also about fostering an environment where selfless dedication to the company’s greater good shines through, eventually recognized and valued by all.
Corporate Social Responsibility (CSR) is more than a corporate obligation at Mani Export – it’s a personal commitment deeply ingrained in our values. Upholding ethical practices and nurturing spiritual growth isn’t just about business – it’s about making decisions that reflect integrity and contribute positively to society.
One initiative close to my heart is our community development projects, inspired by my father’s strong belief in giving back. These efforts focus on enhancing education and healthcare access in disadvantaged communities.
Dhyey Sojitra, receiving a Forty Under Award as one of the up-coming members of the Indian jewelry sector, from Vaishali Banerjee, Managing Director of PGI India, during the 2024 India International Jewellery Show (IIJS) in Mumbai.
Witnessing the tangible impact of these activities firsthand has been profoundly fulfilling, reinforcing my dedication to making a meaningful difference beyond business success alone.
Looking ahead with eager anticipation, I see any moment not as an endpoint, but as a milestone along an exciting journey in the vibrant world of gems and jewelry. The lessons I’ve gleaned from transformative experiences, guided by the wisdom of my family have shaped me. With a belief in ethics and spirituality as guiding principles, I move forward with confidence, driven to contribute meaningfully to the ongoing success and expansion of my company, industry and community.
Flying the flag. Dhyey Sojitra, flanked by Mani Export managers, Jinal Kapadia, Chirag Khunt Neet Sojitra, and Vikas Patel, celebrate 78 years of Indian independence on August 15, 2024.
