Jewellery was not made the focal point; instead, guests were welcomed into a carefully curated environment designed to encourage interaction and discovery
Mumbai: Luxury jewellery retailer Mahesh Notandass recently hosted a Mahjong event at its showroom on Turner Road in Bandra, Mumbai, transforming its retail space into a community-driven experience that placed culture, connection and engagement ahead of direct sales.
For the retailer, the initiative was a natural extension of a long-standing philosophy. “Mahesh Notandass has always been about culture and community, and that’s why we created Notan World, encompassing all our ventures. It’s about connecting people, communities and society,” said Vandana M Jagwani, Creative Director, Notan World, a business group that brings together its heritage fine jewellery business Mahesh Notandass, lab-grown diamond jewellery brand Vandals and luxury real estate company Notandas Realty under one umbrella.
The event reflected a growing trend among luxury retailers about creating lifestyle-driven experiences that strengthen customer relationships beyond transactional interactions. Rather than positioning jewellery as the focal point, the brand intentionally allowed the game and social interactions to take centrestage.
The Mahjong tournament was hosted within the store but was deliberately designed to feel distinct from a conventional retail event. The jewellery remained present, but largely in the background. “The jewellery was in the store, but it wasn’t about the jewellery at all,” Jagwani stated.
Instead, the guests were welcomed into a carefully curated environment designed to encourage interaction and discovery. Jagwani noted that the brand consistently incorporates art projects into its showcases, this time featuring a shutter installation depicting women playing Mahjong.
Adding to the sense of intrigue, the shutter remained down as attendees entered through a side entrance, heightening the feeling of exclusivity from the very beginning. This private format ultimately reinforced a strong sense of belonging and fostered more meaningful engagement among participants.
The choice of Mahjong was far from random. The centuries-old game aligned with the brand’s appreciation for heritage while simultaneously appealing to contemporary audiences-“Everything old comes back in a newer and better format for today’s generation,” Jagwani noted. “Mahjong is one of the oldest games in the world. It represents heritage, but it’s also being embraced by new people in a modern way.”
The event also highlighted the value of cross-industry collaboration. Alongside the Mahjong tournament, the store featured a pop-up by luxury holiday lifestyle brand Shivan & Narresh. Tournament prizes further reinforced this spirit of partnership, including jewellery gifts as well as vouchers from Shivan & Narresh.
The experience was also shaped by Mahjong instructor Malini Agarwal, whose expertise as a well-known influencer and TV host helped guide participants throughout the event. “Malini was the right fit because she understands fashion, jewellery and Mahjong. We needed someone who could help guide and shape the event,” observed Jagwani.
For Mahesh Notandass, initiatives like the Mahjong tournament are part of a broader vision that extends beyond jewellery. “It’s the moments we share, the memories we create, and the experiences we can give that matter,” Jagwani said. “Jewellery is our channel, but we’ve always believed in giving back. If we can bring people together, help them connect, and create a good experience, we’ll always try our best to do that.”
The tournament serves as an example of how jewellery retailers can combine culture, community and lifestyle to deepen customer relationships, turning stores into more than simple points of purchase.
Mahesh Notandass currently has two standalone flagship stores in Mumbai.
Written by Zara Fernandes
Retail Jeweller India Exclusive
