How Jenil Zinzuwadia of Radhika Jewellers gave the brand a fresh make-over

Jenil Zinzuwadia, Director, Radhika Jewellers, Rajkot, joined the company after graduating from the University of Wolverhampton, UK and earning a management diploma from Queensland University of Technology, Australia. He tells The Retail Jeweller how he modernized the brand image to appeal to existing and potential customers

TRIGGER

After I joined the company, I realized that the majority of customers visiting our store were in the mid-to-senior age group, and felt the need for a strong and modern brand identity that would resonate with both existing and potential customers. This involved updating our logo, signage and marketing materials to align with our new vision and values, and effectively communicate with young customers. Our store design was also outdated and cluttered, and I wanted a new showroom that would give customers ample space to experience our products.

EXECUTION

The new logo was carefully crafted to strike a balance between traditional influences and modern aesthetics, with a visual representation of our brand’s evolution. Our updated marketing materials repositioned the brand. Design elements inspired by elephants and lotuses reflected the rich heritage of our jewellery craftsmanship while embracing the evolving tastes and preferences of a larger audience, and the new branding aligned with the high-quality products and services we offer.

We completely reimagined our showroom, with a more contemporary and appealing layout. To enhance the aesthetics, we used brighter lighting and stylish fixtures. The new 10,000 sq. ft showroom now exudes a sense of elegance and professionalism.

CHALLENGES

I faced my fair share of challenges during the rebranding process. Being a family-owned business with a legacy, we had to strike a balance between embracing modernity through the revamp and preserving the brand’s traditional values and identity. It required careful planning and execution to ensure a smooth transition. We had to maintain consistency and preserve the brand’s reputation. The branding process also required comprehensive training for the staff to adapt to the changes effectively.

” Thanks to our new brand identity, we enjoy increased footfalls, customer satisfaction and brand loyalty. Footfalls of young customers has increased by at least 50% in the last one year “”Thanks to our new brand identity, we enjoy increased footfalls, customer satisfaction and brand loyalty. Footfalls of young customers has increased by at least 50% in the last one year “

Jenil Zinzuwadia, Director, Radhika Jewellers, Rajkot

RESULT

The re-branding has attracted a wider customer base, as the modern and inviting ambience appeals to a broader demographic. It has positioned us as a modern and customer-centric jewellery brand. We now offer a more seamless and enjoyable shopping experience. Thanks to our new brand identity, we enjoy increased footfalls, customer satisfaction and brand loyalty. Footfalls of young customers has increased by at least 50% in the last one year.

The Retail Jeweller India magazine