In 1964, EmDee Jewellers was borne. The company’s namesake, Maghedien (Makkie) Davids, had the courage and determination to go-it-alone despite pressures from his family and the competition within the industry which resulted in the reputable family business that is EmDee today.

Current co-owner, Hishaam recalls, “My father comes from a family of builders in which it was the norm for all the men to follow in the same building trade as their father. He, by chance, came across the art of jewellery design and manufacture and was instantly captivated.”

Maghedien (Makkie) Davids started as an apprentice and has worked for all the big names in the jewellery industry.

1964 saw the courageous move to start his own business which was passed onto his sons in 2000. The brothers say that the move seemed a natural progression.

“We started working with my dad over school holidays so that we could earn pocket money. We were never given an allowance, but were rather encouraged to earn our keep by helping in the workshop,” Saeed said.

The boys were always encouraged to pursue the steadfast practice of hard work which often involved going beyond the call of duty. It is this work ethic which still fuels the business today.

A visit to their office and workshop would reveal father and sons working on intricate pieces of jewellery, chatting to customers or critiquing each others work as only family members can.

The brothers laughingly say, “Our dad still looks over our shoulder and criticizes us on some of the things we do so he’s still very much active in the business – but that’s just the way he is…”