The ‘From Hand to Heirloom’series uses story-telling to connect the brand’s jewellery products with audiences, expand digital reach and support customer engagement across platforms
Mumbai: Heritage jeweller L. Sunderdas Zaveri has brought renewed focus on heirloom jewellery with concerted efforts to promote the category in both India and the UAE.
In India, the brand has introduced a content series titled ‘From Hand to Heirloom’, with four episodes released to date. The series is fronted by Dheeraj Pherwani, Director, L. Sunderdas Zaveri, who presents individual heirloom jewellery pieces in each episode and shares the design thinking behind each creation. The brand’s aim is to engage audiences through story-telling linked to its product lines.
For instance, one design brings together pearls and rose-cut diamonds, with an approach that centres on balance and wearability. The discussion highlights how the piece evolves with use and how design choices support repeat wear.Another piece uses a central opening mechanism that changes the way it is worn, making it adaptable across occasions. “The Centre-Open Choker reflects how a single shift in design can change the entire form, opening at the centre to sit close to the neckline. With pink sapphires and diamonds shaping its structure, and a balance of blue tones and Russian emeralds, it is created to work across moments while maintaining a sense of continuity that draws the wearer back to it,” notes Dheeraj Pherwani, Director, L. Sunderdas Zaveri, explaining how different elements work together within a single piece.
Through the series, L. Sunderdas Zaveri is presenting its design process in a direct manner, while also extending its presence across digital platforms. By using video-led story-telling, the brand is able to reach audiences beyond store locations and create recall through content.
The initiative supports customer engagement by providing insights into product use and design intent. It also contributes to brand visibility by creating shareable content across platforms. As the series progresses, it is expected to support customer acquisition and retention by strengthening the connection between the brand and its audience.
In the UAE, the brand has adopted a similar focus on heirloom jewellery, dedicating a whole month to it. ‘The June Chapter’ is a focused bridal and heirloom engagement activity for the month, inviting customers to bring inherited jewellery pieces for refurbishment and redesign. The activity fits in with the brand’s bridal offering, where complete looks are curated across wedding occasions. Customers are encouraged to personalize their selections by aligning jewellery with their attire, supported by guided consultations. The programme also allows for international shipping, opening it to a wide customer base.
“We have been getting a lot of enquiries for refurbishing old, sentimental heirloom jewellerypieces and hence we have set aside this month for ‘Bridals and Heirlooms’, and called it ‘The June Chapter’. We can actually add value to heirloom jewelleryand make it very exciting. We encourage brides-to-be and grooms-to-be to take advantage of the June Chapter,” said Sunny Pherwani, Director and Chief Business Strategist, L. Sunderdas Zaveri, United Arab Emirates.
L. Sunderdas Zaveri is a heritage brand specializing in handcrafted diamond and Polki jewellery. Known for its ‘one design-one piece’ philosophy, the family-run business operates globally with premier storefronts in Mumbai and Dubai.
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