Summary

Culumtio, a small SME jewellery shop in Bogyoke Market, thrives by offering unique, custom-made jewellery and relying on word-of-mouth referrals from satisfied customers.

Abstract

Culumtio is a small, 2x3 meter jewellery shop in Myanmar's Bogyoke Market, operated by three women. Despite challenges such as limited space and resources, the shop has carved out a niche by focusing on original designs and custom jewellery, catering primarily to foreign customers. The business has adapted to its constraints by creatively managing its location, marketing, and operations. Word-of-mouth recommendations from satisfied customers are central to Culumtio's survival and success, with new customers often finding the shop after hearing about it from existing patrons. The shop'

Make customer want your product is the survival for Small business

When a new customer drops in your shop and said “finally I found you, Culumtio”, the shopkeeper knew it was been referred by an old customer, and the potential to buy is extremely high.

Being an SME (Small and Medium-size business) shop operate by 3 women, Culumtio is just a small 2x3 meter shop in Bogyoke Market. When there are 2 groups of the customer, there is no hope to attend the late coming one.

SME are not like an established business, they have limited resources on manpower, facility, access to finance. But they must have something special that makes the customers wanted to buy.

SME are not like an established business, they have limited resources

Culumtio Jewellery shop in Bogyoke Market was a re-born, after opening in Sanchang for 5 years and one partner return back to Japan. But they still keep the emphasis on only one in the world, original design, custom made jewellery. There are also ready-made designer jewellery made from Myanmar natural stone, and fashion accessories.

during making of pearl ear ring (photo by Nansu for author)

The centre street is pack with old-style shops and those who target tourist. Difficult to get a free slot, and a limited budget, Culumtio found a place that only has 6 meters wide. The location is near a sideway space between Block-B and Block-C, so good airflow and better natural lighting.

This is what happens to SME when your location is small and on side lanes. The shop owner is talking to her customer on phone “turn left if you see the shop with MYINT, we are just 20 steps inside the lane”. For a first time visitor to Bogyoke Market, it is a very challenging job to find the shop, because it was not on the main street.

They have satisfied the old customer and the new one came with a recommendation.

Signboard making, partners have to find a suitable price service provider. Painting the wall cannot have a subcontract, instead bought the paint and hire daily wages. So does to lighting, buy materials and ask one day service. The startup has to save money.

The design stage to finish products also has to pass many discussion. Even in the crafting stage, there might be changes if they don’t come out as expected. Usually, it takes 10 days to 2 weeks for a standard piece of jewellery, after the design fixed. As a small business, these are the main activities of operation to keep it going.

making a ring at workshop (photo by Nansu, provided to author)

Among the customer, 90% are foreigner, and only 10% are local. All local customers are the young new generation who are working at a luxury office building. Because in Myanmar gold jewellery design prefers bold, big and looks super-wealthy, some buy as high liquidity investment that can resell when need money. So in foreigner’s eyes, these jewellery in majority shop are bulky and unfashionable. Which market to target is important for SME.

One customer takes off her notebook, and note down the date of her order. in her to-do list, it reads “visit Culumtio”, along with Shwedagon pagoda, Golden rock, Inlay lake, Mandalay palace, but those are top tourist site in Myanmar. In the summer of 2020, it becomes common to see Japanese customer who comes with a Todo list put in as “visit Culumtio”. At this stage, SME knows they have satisfied the old customer and the new one came with a recommendation.

One man came with a piece of paper, with detailed instruction from his wife to order a custom made ring. He has to take photos and send them back during the discussion.

The other came with the idea to make a pair of anniversary rings. Whenever they bring their life event story, Culumtio has to listen and make it with passion. This is what SME are like — easy to talk with, fulfilling all request from the customer.

One old customer from Japan came again next year to order for her daughter. When you see the repeat customers and recommendation from their friend who is an old customer, you know your business is going well.

That is the goal that all SME should be working towards. Making customer want your product.