Zen Diamond enters India with its first store at Bandra, Mumbai

The 3000 sq ft retail store aims to especially cater to the brand’s target audience in India which comprises women between the age group of 20-50 years

Mumbai: Turner Road in Bandra is a hotspot for shopping and entertainment for the young crowd in the city. Riding on this idea, Turkish diamond jewellery brand Zen Diamond, with over 400 retail stores globally, has launched its first Indian retail store, spanning 3000 sq. ft., at the location.

Established in Istanbul in 2000 by Emil Güzeliş, Zen Diamond is a Turkish diamond jewellery brand with a rich family heritage and a legacy of expertise in jewellery making that span three generations since 1890. The brand has its presence in Turkey, Europe and the Middle East.

In India, the jewellery brand is being headed by Emil Güzeliş, Chairman of Zen Diamond, who has partnered with Neil Sonawala to lead the Zen Diamond business in India. Sonawala hails from a lineage of goldsmiths and has decades of experience managing extensive jewellery distribution networks across Hong Kong, China, and Southeast Asia. He has also served in an advisory role for the De Beers Group and large retail chains across Southeast Asia.

“We noticed a gap in the market for international, classic, modern trendy jewellery in a market that was largely selling traditional jewellery” said Neil Sonawala, MD, Zen Diamond India.

However, the brand noticed a significant shift in the preferences of Indian consumers, driven largely by their increasing exposure to global trends and international products. As consumers become more aware of and influenced by worldwide fashion and design, their tastes are evolving, moving towards a more modern and eclectic style.

Zen’s offerings cater to such an audience and by incorporating contemporary designs with global aesthetics, the brand aims to attract Indian consumers who are looking for products that reflect both their cultural heritage and their desire for modernity.

Speaking about the brand positioning, Emil Güzeliş, Founder & Chairman, Zen Diamond commented, “We do not want to differentiate the brand. Even in Turkey, largely, it is like an everyday brand catering to customers who are looking at even small purchases for gifting, wedding ceremonies, and more.”

Antalia Jewellery Pvt. Ltd., the Zen Diamond India joint venture, designs and manufactures Zen Diamond collections for the domestic market in India. This strategy aligns with the Government of India’s ‘Make in India’ initiative to boost manufacturing within the country.

While the brand specialises in lightweight and minimalistic but elegant jewellery, they also have elaborate designs that are suitable for occasion wear and festive wear. Moreover, their new store also retails accessories such as perfumes, watches, pens, ties with diamonds. The brand aims to especially cater to their target audience which comprises women between the age group of 20-50 years.

The brand made a brief point on the future of Zen Diamond. Sonawala said, “We have just started. But the plan we have is that in the next 5-7 years, we would want to scale up to 100 shops with self-operated stores and franchises.”

The company will also develop a robust online presence during the initial launch phase in Quarter 2 of 2024, after which it plans to establish stores in India largest cities, including Mumbai, Delhi, and Bangalore. The subsequent hyper-expansion phase will see the brand expanding into Tier I, Tier II, and Tier III cities.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive