Roni Lori: how Klenoty Aurum's owner built trust in Czechia

Roni Lori, owner of the jewelry chain Klenoty Aurum, has run the company for thirty years, keeping it fully Czech and family owned despite fierce competition from international chains. The secret to its staying power, he says, is simple: not to chase rapid growth at any cost, but to build long-term relationships with customers and employees.

Klenoty Aurum was founded back in 1956, and Lori, who was born in Israel, has led the company for the past thirty years. Over that time the chain has grown to nearly fifty stores and today employs around 220 people. The business has remained a family affair throughout: Lori's wife used to work at the company, and now his daughter, Hana Lori, is also involved in management.

In the interview, Lori notes that the jewelry market has changed dramatically over the past thirty years, with new brands, e-commerce, social media and far sharper competition emerging. What hasn't changed, he says, is customers' need for trust: jewelry is often bought to mark important life moments, and buyers want to be sure the brand will still be around in a few years.

The company pays particular attention to after-sales service — warranty and post-warranty support handled directly in Czechia. In Lori's view, a quick, straightforward resolution to a repair or complaint often matters more for a brand's reputation than the original sale itself.

The entrepreneur attributes the company's low staff turnover — unusual in retail — to treating people honestly: many employees have stayed with the company for ten to twenty years, which he says amounts to mutual trust rather than an anonymous employment relationship. He stresses that the same principle applies equally to customers and business partners.

To compete with foreign chains that have deep pockets and large marketing budgets, the Czech company is relying on its knowledge of local customers, fast decision-making and personal accountability — because, as Lori points out, Klenoty Aurum isn't a branch of some foreign group but a company that lives, pays taxes and invests right here in Czechia.

Looking ahead, Roni Lori admits he is already thinking about the next generation taking over the business. He is glad his daughter knows the company well from the inside, but stresses he isn't in a hurry — what matters most is that Klenoty Aurum keeps the quality, design, customer trust and human touch the brand has been built on for three decades.

By the Around Prague newsroom