With ‘Uncut Conversations’, Zaveri Bros Diamonds & Gold seeks to build deep, meaningful customer relationships

The campaign, launched ahead of International Women’s Day, features a series of uncut, unscripted video interviews with influential women, and allows the brand to connect with existing and potential customers at a deeply personal level

Coimbatore: Leading South India jewellery retailer Zaveri Bros Diamonds & Gold is celebrating International Women’s Day with an inspiring campaign that goes beyond conventional advertising strategies. Spearheaded by Sangeeta Chetan, CEO of Zaveri Bros Diamonds & Gold, the campaign titled ‘Uncut Conversations’ is designed to spotlight the achievements of women from diverse walks of life while strengthening the brand’s long-standing commitment to building deep, meaningful customer relationships.

At the heart of the campaign lies a series of uncut, unscripted video interviews with influential women who have made a significant impact in their respective fields. Over the course of the interviews, the brand aims to share authentic stories that resonate with audiences from all backgrounds. “The idea is to identify women who have created an impact and have led their industries, and share their journeys in a way that anyone can relate to,” explained Raghav Meghraj Parwani, Managing Director of Zaveri Bros Diamonds & Gold.

The brand’s agenda is to foster a community centred on shared experiences and mutual growth. The first few interviews have set the tone for what promises to be a deeply engaging series of conversations. For example, a conversation with wellness consultant and leadership coach Padmaja Iyer offers a glimpse into the struggles and triumphs that define her career. Equally compelling is the interview with travel vlogger Meenakshi Sai, whose adventurous spirit led her on a solo drive from Coimbatore to London.

These candid sessions are not designed to discuss jewellery; instead, they focus on personal experiences, life lessons and the journeys that shape one’s character. The brand is leveraging these sessions as an innovative platform to connect with the audience and potential customers at a deeply personal level.

Through these live, unscripted interactions, the brand wants to create a space where authentic experiences and candid conversations unfold, fostering trust and building long-term relationships with its customers. The brand’s philosophy is that in a business, success isn’t defined merely by transactions, but by the genuine connections formed over time.

“When you build that trust and go the extra mile for your customers, they eventually become your brand ambassadors. This philosophy has been ingrained in our ethos for generations, reflecting a legacy that values personal connections as much as exquisite craftsmanship,” Parwani remarked.

The brand has consistently embraced a customer-first approach to drive its growth. For example, last year, it introduced a dedicated Instagram handle, ‘People of Zaveri,’ to celebrate its valued customers. This handle showcases customer events, personal stories, testimonials, and experiences, highlighting the brand’s commitment to fostering strong relationships with its patrons.

Zaveri Bros Diamonds & Gold operates two flagship stores in Coimbatore and Gurgaon. The Gurgaon store offers the brand’s temple jewellery collection with pieces sourced directly from seasoned artisans in the South, but tailored to suit North Indian preferences by featuring designs like the idols of Ram Darbar and Radha Krishna.

Written by Megha Misra

Retail Jeweller India Exclusive