For nearly a century Colombo Jewellery Stores (CJS) has been setting the standard for luxury and extravagance in fashion in Sri Lanka. Founded in 1922 by Thaha Cassim, the brand is known for its ability to artfully adapt to prevailing trends, while still retaining its core identity. The values - ‘Excellence in design’ and ‘Uncompromised quality’ form CJS’ ethos for crafting unique and exclusive jewellery that are nothing short of being masterpieces. A team of artisans holding a collective experience in design that goes back several decades creates the brand’s value offering using the highest quality white-gold and an expansive selection of the best diamonds, sapphires, rubies, emeralds, as well as other precious stones. CJS has also formed many international affiliations, in presenting to the Sri Lankan audience a selection of global luxury brands. Key among this offering are the international watch brands TAG Heuer, Breitling, and Hublot. The available range; at all times, features the latest designs and releases, giving customers a brand experience that is on par with world standards. Multiple store locations in Colombo, and in Galle, signify CJS’ growing presence in the retail landscape. With consumers becoming more brand-conscious and desiring products of high exclusivity, CJS holds a unique advantage thanks to its positioning as a high-end, niche market jewellery brand. Transitioning through many eras and cultural movements has gifted the brand with a rare sense for evolving with the times; enabling it to stay relevant in any market setting. With the prevailing world situation and its resulting impacts, predicting CJS’ future direction and focus is difficult. But as a progressively oriented brand that understands the needs of a modern generation of consumers, it can be assured that they will continue to attract, amaze and inspire with a value proposition that is virtually unparalleled.