Zaveri Bros Diamonds & Gold’s ‘Jeweller on Wheels’ offers novel mobile jewellery shopping experience

The initiative comprises a luxurious vanity-style van that houses the brand’s classic and curated offerings and provides an immersive doorstep jewellery shopping experience, tailored to the preferences of customers

Coimbatore: The increasingly competitive jewellery landscape has necessitated innovation on the part of retailers, and a case in point is the ‘Jeweller on Wheels’ launched by Coimbatore-based Zaveri Bros Diamonds & Gold Pvt Ltd. The initiative comprises a luxurious vanity-style van that houses the brand’s classic offerings and provides an immersive doorstep jewellery shopping experience, tailored to the preferences of customers. 

For the brand, the idea had been brewing for the last couple of years, and much time and effort was invested in choosing the right vehicle and logistics provider, Sangeeta Chetan, Founder, Zaveri Bros Diamonds & Gold Pvt Ltd, said. “The inspiration behind the initiative was to provide an exclusive and special jewellery shopping experience to the bride and her family. Often, the customer’s extended family and friends are unable to travel to the store, and a shared shopping experience can only be simulated via exchanging photos and videos. The mobile showroom enabled us to reach our clients’ doorsteps and indulge them in a personalized and luxurious shopping experience at their convenience,” she added. 

The brand has ensured that the sleek van is seamlessly connected with the physical store. Logistics and service providers take care of the jewellery transit, picking up and delivering jewellery on a point-to-point basis to reduce associated risks. The brand’s sales staff travel along with the van to the customer’s residence to assist them with their shopping experience. Then, customers are connected directly with the brand’s founder for a special consultation. 

“Our prime objective with ‘Jeweller on Wheels’ is to make the customer feel special. Prior to the scheduled appointment, we circulate a form encouraging clients to fill in their preferences with respect to materials, gemstones and design. This allows us to curate the mobile showroom’s offerings to the client’s requirements. The exclusivity and privacy afforded by the van means that our customers can atmospherically experience their entire wedding ensemble,” Chetan explained.

The ‘Jeweller on Wheels’ is a novel initiative in the industry and has helped the jeweller build client loyalty and deepen one-on-one relationships with customers. Still in its test phase, the mobile showroom is currently focused on South Indian markets and operates in a 150-200 km radius of Coimbatore, servicing outlying areas such as Salem, Trichy, Tiruppur and Karur, from where clients usually had to travel to the Coimbatore showroom. With a compact jewellery showroom now at their doorstep, Zaveri Bros Diamonds & Gold’s existing client base has responded with tremendous enthusiasm to the initiative, said Chetan, encouraging the brand to expand it. 

“Eventually, we hope to make ‘Jeweller on Wheels’ a pan-India initiative with vans parked in about 15-20 destinations. We hope the client testimonials will help us grow further, allowing us to introduce new aspects such as seasonal offerings and in-store services such as upscaling older ornaments in the van,” Chetan said. 

Written by Harshita Kale

Retail Jeweller India Exclusive