The brand claims to ‘sell history along with jewellery’, turning shopping into a cultural experience and shoppers into loyalists. From educational tours to sensory-led experiences for the visually impaired, the space now invites interaction and impacts design demand
Nashik: What began nine years ago as a modest display at Dande Gold & Diamonds is now proving to be one of its strongest branding tools. The in-store jewellery museum curated from the Dande family’s personal collection of traditional gold and silver ornaments has evolved into a unique differentiator for the brand, turning shopping into a cultural experience and shoppers into loyalists.
“This museum sets our brand apart,” said Anil Dande, Partner at Dande Gold & Diamonds. “People now remember us not only for buying gold or silver, but for taking something meaningful with them. We sell history along with jewellery.”
In a market where most retailers compete on price and polish, Dande Gold & Diamonds has carved a distinctive identity by anchoring its showroom in heritage. The museum, open to all visitors, showcases traditional gold and silver ornaments from Rajasthan, Bikaner, Malwa and Marwar, many of which are no longer crafted today.
While the pieces are not for sale, their impact on current design demand is clear. Customers often return with requests to recreate ornaments they’ve seen at the museum, bridging legacy and modern design. “Some of these pieces are made from a single thread of silver, completely handmade. When customers see this craftsmanship, they want to carry that legacy forward in their own way,” said Dande.
More than a visual showcase, the museum has become a customer engagement tool. From educational tours to sensory-led experiences for the visually impaired, the space now invites interaction. “Recently, we had a group of blind students visit. Through the scent of attar and the sound of anklets, we gave them a way to feel the jewellery,” Dande shared.
The ripple effect is powerful: customers stay longer, ask more questions, and leave with a story not just a purchase. “It’s no longer just a transaction. It’s a memory,” Dande added.
Over time, the museum has become an extension of the brand’s voice—authentic, rooted, and proud of its origins. In an era of fleeting trends, Dande Gold & Diamonds has let heritage do the talking and buyers are listening.
For more than 98 years, Dande Gold & Diamonds has been a trusted name in the jewellery industry. With its flagship store in Nashik, and another store at Sinnar launched in 2023, the brand has built up a loyal customer base. Its upcoming 100-year celebration is expected to be another milestone in its eventful journey.
Written by Achal Chaubey
Retail Jeweller India Exclusive
