Established in Dubai in 1997 with just two employees and a refurbished, second-hand machine, Au Finja’s story is one of perseverance and success. “I often say, ‘Well-planned is half done,’ a principle that has guided our early days in the business,” stated Mr. Ajay Sobhraj. “What began as a modest venture has evolved into a groundbreaking initiative in jewelry making, as we pioneered the use of CNC machining for bangle production.”
Fast forward to 2024, and Au Finja has emerged as one of the Middle East’s largest and most innovative jewelry manufacturers. The company employs over 500 skilled artisans and professionals across four manufacturing facilities in the United Arab Emirates, India, Oman, and Germany. Specializing in CNC machine-made bangles, bracelets, rings, cuffs, and Kadas (a traditional type of thick, ring-shaped bracelet worn on the hands or wrists in India) in 14k, 18k, 21k and 22-karat gold, as well as diamonds and platinum (PT950 & PT600), Au Finja has cultivated a robust customer base in the Middle East, North America, Europe, Africa, and the Asia Pacific region. In 2020, it expanded its footprint to the US, Australia, and the UK.
Among its signature collections are the Kavach Kadas, YuMe Link Bracelet, and YuMe 360 Rings. The iconic YuMe Collection, launched in 2018, exemplifies Au Finja’s design philosophy of merging timeless craftsmanship with contemporary aesthetics. Mr. Ajay Sobhraj noted, “Its success resonated strongly with our retail partners and laid the foundation for future expansions, including plans for larger, more advanced manufacturing facilities.”
Over the years, Au Finja has consistently demonstrated resilience and growth. In 2022, it became a prominent supplier to a leading global jewelry brand, while its Mumbai facility celebrated its 25th anniversary. Earlier this year, the company inaugurated a state-of-the-art, 27,000-square-foot factory in Oman, capable of processing over five tons of gold annually, which enables Au Finja to diversify its product range to include machine-made chains and casting products.
Despite these accomplishments, the jeweler faces challenges such as price volatility in gold, platinum, and diamonds. “This is an ongoing concern that affects pricing and sourcing. However, our integrated operations allow us to manage and mitigate some of these fluctuations,” explained Mr. Ajay Sobhraj. Meanwhile, auspicious occasions such as festivities and weddings continue to drive demand for gold jewelry, and there is a growing preference for exclusive designs as customers seek pieces with compelling stories.
“2025 presents promising opportunities for Au Finja in sustainability, technology, and global expansion. We are well-prepared to navigate challenges with the same resilience and visionary mindset that have characterized our journey thus far,” remarked Mr. Ajay Sobhraj. “The rich cultural heritage of jewelry-making in Dubai influences many of our designs, enabling us to blend traditional craftsmanship with modern innovation seamlessly. At Au Finja, we take great pride in upholding the high standards of craftsmanship for which Middle Eastern jewelers are renowned,” said Mr. Ajay Sobhraj, founder and chairman of Au Finja.
This strategic location also offers significant advantages. According to Mr. Ajay Sobhraj, Dubai’s status as a global trading hub facilitates Au Finja’s connections with major markets across the Middle East, Europe, Asia, and Africa. Membership in Dubai Exports, the export promotion agency of the Department of Economic Development, has further enhanced Au Finja’s export capabilities through access to market intelligence and networking opportunities, which have been instrumental in the company’s expansion into India, Oman, and Germany.
Mr. Ajay Sobhraj is also an active board member of the Dubai Jewelry Group (DJG), which aims to promote Dubai as a global hub and provide its members with value-added services. He commented, “As an active member of DJG since 2015, I have played a key role in driving the growth of Dubai’s jewelry sector and positioning it as a global leader. A significant part of my contribution has been to elevate Dubai’s and the Dubai Pavilion’s brand visibility at international trade events, showcasing the city on the global stage. Through these efforts, Dubai has firmly established itself as a leading player in international markets, earning its reputation as the ‘City of Gold’ and the ‘Jewelry Destination of the World.’”
The race for excellence has no finish line.’ I constantly remind my team and myself of the powerful words of His Highness, Our Leader Mohammed bin Rashid Al Maktoum. These words inspire us at Au Finja to push forward relentlessly, always striving for improvement, innovation, and excellence in everything we do.”