When Alhaji Alkasim Usman opened a small jewellery shop in Jos more than three decades ago, he could hardly have imagined the brand that would emerge. What began as a modest family business has grown into a household name with multiple branches across Plateau State and Abuja, celebrated for its craftsmanship, artistry, and trustworthiness. Today, that legacy is in the hands of his son, Alkasim Usman Jr., a 29-year-old entrepreneur who blends inherited values with modern innovations to keep the family brand shining.
Born in September 1995, Alkasim grew up watching his father’s commitment to honesty, transparency, and loyalty to customers. Those principles remain the bedrock of the business even as he brings his own flair. “I wouldn’t say I’ve filled my father’s shoes,” he admits modestly. “But I show up every day, guided by what I learned from him.”
From Cybersecurity to Goldsmithing
Alkasim’s path wasn’t initially in business. After his secondary education at Air Force Military School Jos, he pursued studies abroad—first at Middlesex University, Dubai, and later at Asia Pacific University, Malaysia, where he graduated with First Class honours in Information System Security. Despite excelling academically, he chose to return home and commit himself to the family business.
“I don’t believe every graduate must end up in the corporate world,” he says. “The road to success isn’t linear. I’ve always wanted to be an employer of labour, not the other way around.”
The Challenge of Winning New Customers
Stepping into leadership came with hurdles. Retaining loyal customers was straightforward, but attracting new ones—especially online—required creativity. Leveraging technology, Alkasim turned to social media marketing, delivery services, and even Instagram live sessions to build trust with younger, tech-savvy buyers. “Convincing new customers was tough at first, but technology helped bridge the gap,” he notes.
Advice for Young Entrepreneurs
For peers building family businesses or starting from scratch, Alkasim is candid about the challenges. He identifies funding, mentorship, and knowledge gaps as major stumbling blocks. His advice is clear:
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Don’t skip the learning stage. “This business is not like every other out there. Learn from trustworthy people before diving in.”
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Bring something new to the table. “Don’t just replicate what your parents did. Add your own signature—whether through technology, strategy, or design.”
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Value healthy competition. Competing brands, he argues, should be seen as motivation, not threats.
On funding, he believes the government must do more by providing learning opportunities, spotlighting talented young entrepreneurs, and supporting them with capital to turn ideas into reality.
Standing Out in a Crowded Market
So, what sets Alkasim Gold Jewelleries apart? For Alkasim, the answer lies in quality, variety, and customer value. Most of the jewellery designs are in-house, a unique factor in an industry dominated by imports. Beyond that, he emphasizes an unwavering commitment to honesty: “We ensure customers feel valued in every interaction—through our service, our catalogue, and our integrity.”
Looking Ahead
The company recently launched its fifth Abuja branch as part of an expansion drive. But Alkasim insists the best is yet to come. “Expect more quality, more innovation, and more branches. We’re building something bigger than just a business—we’re building a legacy.”
With the blend of heritage and modern vision, Alkasim Gold Jewelleries is not just surviving in Nigeria’s challenging business landscape; it is thriving, setting a standard for how family businesses can evolve without losing their soul.
