celebrating 50 Years on st. thomas

House of Rajah shines brightly on golden anniversary

Like gemstones, life is multifaceted. It shines brightly and is truly precious. But inclusions come in the form of many types of challenges, especially when spanning a half century.

But Gobind “George” Chugani says life’s most challenging times make us stronger and more grateful and even adds a special luster to life over the years. And as the popular local jeweler and his family celebrate 50 years in business on St. Thomas, he is in a place of thoughtful reflection these days.

“House of Rajah is one of the oldest family businesses in the Virgin Islands. We have survived economic slumps, multiple major hurricanes and now the COVID pandemic, and here we are at 50!”

The Chugani family’s United States legacy began when his parents migrated from India. “An American friend of my father’s offered to sponsor my parents to the U.S. in 1965. They had just gotten married. He advised them to open a business and join volunteer clubs to build up a reputable customer base in America. My parents eventually moved to Louisville, KY, where I was born,” shares Gobind “George.”

Their journey took them through Hong Kong and then to St. Thomas in 1973. “My father, Victor, was very familiar with the duty-free business as it was a very similar system in Hong Kong. He decided to take advantage of his knowledge and establish House of Rajah Jewelers in downtown Charlotte Amalie. Back in the ‘70s, cruise ships used to carry 200-400 guests. I also remember there were minimal street lights back then. It was a very simple and different world back then.”

Gobind “George,” who is the face of House of Rajah these days, bears a resemblance to actor George

Clooney. But the jeweler’s nickname came from his godfather. “Everywhere I go people do doubletakes and think I’m Clooney - from customers to random people stopping me on the streets to take a picture. It’s definitely been a huge compliment. It’s fun, but there’s only one GC. I am the one and only Gobind ‘George’ Chugani.”

The jewelry store is just steps off Main Street on Raadet’s Gade. “We have one store and we have been in that same location for 50 years. We take pride that we have been here for a half century. That says a lot about House of Rajah Jewelers and our team. I really have to say we have built up a network of resources with jewelers around the world who have worked with us throughout the years with the best quality and prices. We then pass those savings to our customers so we can give them the best price possible. We listen to our clients’ needs and wants so we can make that perfect piece of jewelry they have always envisioned and dreamed of. We also sell high-end designer pieces at a much more reasonable price. That’s become our niche.”

As a jeweler, Gobind “George” keeps up with the current trends and continues to bring in the finest pieces of jewelry from different parts of the world, especially what’s new in the market. “I find that we definitely have to evolve as a jeweler each year to keep up with styles and trends, which sets us apart.”

As they are for many Caribbean jewelers, repeat customer are the setting upon which his business is mounted. “We make sure we give every client that comes through our door the personal attention they need. Most of our clients become friends and family when they leave. And we pride ourselves as ‘The Best After Sales Customer Service.’

Celebrating almost 50 years in business, Gobind “George” Chugani and his wife KC are continuing the House of Rajah legacy.

For Gobind “George,” the shining diamond in his life is his lovely wife of 29 years, KC. “We met each other as she was passing through St. Thomas on a family vacation for a long weekend. Our paths crossed by chance, and we instantly connected. We continued our long-distance relationship till I grew the nerve to ask her to be my wife. We planned a beautiful Caribbean wedding in St. Thomas. We immediately worked together to start designing pieces together and with her vision and artistic talents, we developed a collection of long and short necklaces and bracelets with and without gems that women can stack and be creative with their pieces. We are blessed with two beautiful children Ashwin and Alisha.”

The jeweler’s appeal goes beyond his jewelry cases. He also loves to sell the USVI, donning an engaging concierge persona to tell customers about the best island experiences. “I love St. Thomas, and this is my home. I’ve lived here for five decades and it has made me embrace all the aspects of the island. From the beautiful tropical beaches to the specialty restaurants and wine bars, St. Thomas and St. John have something to offer for everyone. There are many boat excursions to choose from - snorkeling, parasailing, scuba diving and jet skiing. The pristine blue ocean is our backyard and I love it. The beauty of this island is that you get to know everyone personally.”

As the business celebrates its 50th anniversary this year, the Chuganis continue to be part of the rich fabric that makes St. Thomas a jewelry destination set in the amid tropical splendor. “We just want to thank all our House of Rajah family and friends for supporting our business throughout the 50 years we’ve been opened. This is a wonderful milestone to reach and we are very proud of it and we thank each and every one of you who have been a part of it.”