K Zinzuwadia Legacy of Ahmedabad celebrates its 54th anniversary in ‘The Great Gatsby’ style

Twenty-day carnival, named ‘The Great 1969 Celebration’, creates an engaging shopping experience, complete with roulette table and big prizes to be won

When Ahmedabad-based jewellery retailer K Zinzuwadia Legacy set out to celebrate its 54^th anniversary, it wanted to stand out with a theme that customers would remember. Hardik Zinzuwadia, Director, K Zinzuwadia Legacy, let his imagination travel back in time to Jazz Age New York and came up with ‘The Great Gatsby’ as the theme for a 20-day carnival to mark the brand’s anniversary, dubbed ‘The Great 1969 Celebration’ after the year it was founded. The carnival began on July 1 and will go up to July 20, giving customers an engaging shopping experience and exposure to the brand’s luxurious jewellery, besides the lure of prizes to be won daily.

Says Zinzuwadia, “The whole carnival, based on ‘The Great Gatsby’ theme, is a very different way to celebrate, that customers will remember for a long time. There are activities for different age groups, and prizes include iPhones, iPads and 50 or 100 grams of gold. For instance, there is a gold box challenge, where participants must bring out a gold bar placed inside a box with a small opening. If they succeed, they win the entire gold bar.”

For younger customers, the carnival will have an actual roulette table in true Gatsby style, to play and win prizes. For older people, there will be informative sessions about new products, technology, gemstones, and diamonds.

PROMOTING THE CARNIVAL

‘The Great 1969 Celebration’ and the carnival shopping experience were announced on the Instagram page of K Zinzuwadia Legacy. Zinzuwadia says he is personally inviting HNI clients to the event, and informing them about the brand’s innovations and new jewellery collections that are about to be launched in the market. The event is being actively marketed through Instagram and WhatsApp, and physical invites are being sent to the brand’s customers. However, Zinzuwadia is clear about not having a celebrity or special guest. “Our clients are our special guests and celebrities as well. To retain customers, we do not need a celebrity; what matters is our attitude towards our customers,” he says.

THE LEGACY LIVES ON

The carnival shopping experience gives K Zinzuwadia Legacy a unique way to connect with customers and make them feel important. According to Zinzuwadia, the brand’s biggest achievement on its 54^th anniversary is gaining customers’ trust. “We feel proud when our customers come and show us a receipt of something they bought from us in the 80’s or 90’s,” he says, adding, “Zinzuwadia Legacy is about its customers. We have been serving people over decades and can call ourselves their wealth manager. We tell customers what is the best time to buy, the best designs to invest in… and they appreciate us for this guidance.”

In future, K Zinzuwadia Legacy plans to adapt to the ways of the next generation to enhance the brand’s appeal and make it more relevant. “Our future plans are connected to our present. I can’t say much about the future, but we are changing our dynamics according to the needs of the coming generation,” Zinzuwadia declares.

Written by Satyajit Dey

Retail Jeweller India Exclusive