They have been an indispensable part of Hyderabad for the past 125 years. Manepally Jewellers is not just a vintage brand but an extension of almost every Hyderabadi’s life. The men behind this rich legacy — Manepally Ramarao and his two sons, Murali Krishna and Gopi Krishna — have stories not just about their individual journeys, but also of the evolution of the city’s jewellery culture over the century. The present Manepally team has, in fact, tamed the kinetic market effortlessly.
Manepally Ramarao, an expert who has all the answers about jewellery on his fingertips, became the sole torchbearer of the business which came to him after three generations. “I am waiting to see my grandchildren chip in. I know there is a long way to go,” says Manepally Ramarao, who is in his early 60s and is an excellent artist. After work, this veteran trader is often seen before the canvas.
“We always try to design and make something ethnic. Ethnic is in our blood,” says the trio. And why not? The history of traditional and ethnic jewellery-making in the family goes back four generations — right from the time of Manepally Raghavulu and his successors — Muthyalu, Subbaiah and Manepally Ramarao to the present generation — Murali Krishna and Gopi Krishna.
“My great grandfather started the enterprise in 1890 in Secunderabad although we settled in Hyderabad in 1845. I was literally brought up on trade. In 1973, after completing my graduation, I joined the State Bank of India and worked there for three years. After my two sons were born, I ventured into the iron and steel business. I wanted one of them to work in our family trade and the other in the steel business. But destiny had something else planned for me. I had to take over our jewellery business in 1991 due to my father’s ill health,” says Manepally Ramarao, who takes care of finance, accounts and taxation.
Manepally Jewellers are famous for Jadhav, Kundan, Pachi, Nakashi work and the traditional Telangana ‘gutta pusalu’ haaram. “Most of the jewellery here is traditional. But there is a drastic change in customers’ taste. Kundan, nakkas, Nizam collections and antiques are the rage now,” says Murali Krishna, the eldest son of Manepally Ramarao, who completed his Masters in Gemology and took charge of the business.
Murali Krishna has been instrumental in expanding the business too. He explains, “Most jewellery businesses are largely automated nowadays; but we believe in working with artisans to get the details right. Since handmade jewellery is time-consuming, we prepare the pieces much in advance. Though Mumbai is considered to be the trendsetter in Indian fashion and jewellery, Hyderabad has its own heavy gold and gem jewellery from the Nawabi culture. People here will happily wear a kilogram or two of gold during weddings. But we do get customers who like lightweight, design-oriented ornaments and we cater to them as well.”
He adds, “Instead of toys, I played with precious gems and jewels and grew up helping my father and grandfather. I used to be with them for three to four hours a day, right from my seventh standard.”
On frequent speculation that a new store is opening, Manepally Ramarao says, “What customers look for is creativity and uniqueness. It is tough to get handmade products. No one can beat us. Our focus is not just on the Hyderabad market, but the global one. This keeps us ahead.”
Amid the neatly arranged rows of necklaces, bangles, rings and earrings, what Manepally Jewellers is really selling is trust. “Integrity is everything in the jewellery business,” says Ramarao. With trust and professionalism, the future is clearly glittering for Manepally Jewellers.
Also, given the fact that a true luxury brand depends entirely on craftsmanship, Manepally’s handcrafted jewellery is a celebration of years of bonding that it has enjoyed with several karigars. “At present, about 100 people are working with us directly and earlier, another 300 were working with us indirectly. Our craftsmen have been with us for generations. They are our assets and the backbone of our business. We respect them and our staff, and look upon them as a part of the Manepally family. A craftsman can give his very best only when he is completely satisfied,” says Gopi Krishna, the youngest son, who is content with his in-house training and claims that he has inherited his business acumen from his father Ramarao.
