Zaveri Bros Diamonds & Gold launches ‘People of Zaveri’, a digital showcase of customer stories

The brand’s new Instagram initiative complements its existing handle, celebrating client relationships and personal stories associated with their prized Zaveri Bros pieces

Coimbatore: In a move that goes beyond traditional customer relations, Zaveri Bros Diamonds & Gold has launched a new Instagram handle, ‘People of Zaveri’, dedicated to its valued patrons. This initiative celebrates customers as an integral part of the Zaveri Bros family, not just as jewellery buyers. The platform aims to honour the special bond between the brand and its clients, showcasing customer appreciation and forging deeper connections.

Sangeeta Chetan, Founder, Zaveri Bros Diamonds & Gold, explains the motivation behind this initiative: “With relationships spanning over 30 years with our clients, it felt appropriate to have this new handle for them, their stories, and their experiences with the brand. The creation of this page marks this special relationship we have with our customers.”

Chetan notes that social media in the jewellery industry often focuses primarily on bridal wear. However, she believes jewellery plays a meaningful role in celebrating all of life’s special moments—whether it is a personal milestone, an achievement, or a cherished memory. “Jewellery is for everyone who wants to mark and remember these significant occasions,” Chetan emphasises.

The launch of ‘People of Zaveri’ was celebrated with an intimate gathering of about 30 long-time customers at the brand’s exclusive bridal jewellery boutique. This venue, designed earlier this year for appointment-only client interactions, provided the perfect setting. “The ambience of the lounge is created to make people feel special when they visit us. We will be hosting more such exclusive gatherings with our clients periodically,” Chetan adds.

For Zaveri Bros, it is the customers that represent the brand most genuinely. Their memories associated with the jewellery, their styling choices, and how they carry themselves while wearing the ornaments speak volumes about their connection to the brand. “Even though models do professional jewellery shoots, it is our clients who mostly wear our jewellery and have memories associated with it. For me, they are the true face of the brand,” Chetan affirms.

The ‘People of Zaveri’ Instagram handle will feature these customer events, personal stories, testimonials, and experiences. These posts will reflect the rich history of interactions that have shaped the brand over its 30+ years in business.

While expanding its customer base remains a key objective, the brand’s focus extends beyond mere growth. Chetan emphasises that Zaveri Bros is steadily working towards creating and nurturing lasting relationships with each of its patrons. By showcasing individual stories, the brand aims to build a sense of belonging and connection, ensuring that every customer feels valued.

“For us, it has always been about how customers associate their emotions with our jewellery. Being purchased on special occasions, the jewellery is connected to important milestones that matter to the customers,” Chetan concludes.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive