According to the brand, the game’s growing popularity among affluent consumers makes it a highly relevant platform for customer acquisition
Mumbai: Zen Diamond India recently hosted a Mahjong tournament, bringing together existing customers, prospective buyers and members of the game’s growing community through a curated event.
According to the brand, Mahjong is a strong platform to reach audiences aligned with its target customer base.”Mahjong has evolved far beyond being just a game; today it represents community, culture, strategy and meaningful social engagement. Its growing popularity among affluent consumers makes it highly relevant to the lifestyle of the Zen Diamond customer,” said Neil Sonawala, Managing Director, Zen Diamond India.
The company also introduced a limited-edition Mahjong Diamond Set inspired by the game. Conceptualized by the brand’s team, the Mahjong Diamond Set features handcrafted elements with natural diamonds embedded into select tiles, reflecting Zen Diamond’s focus on craftsmanship while resonating with tournament participants.
The event was hosted through a curated guest list of existing and potential customers, along with members of the Mahjong community. According to the company, this format enabled more meaningful interactions than large-scale public events and allowed guests to engage with the brand in a relaxed setting.
Zen Diamond said the initiative went beyond brand visibility, helping it connect directly with a relevant audience, strengthen relationships and reinforce its broader lifestyle positioning. It also offered insights into consumer preferences while fostering long-term connections.
A key highlight was the presentation of the Mahjong Diamond Set to the winner, showcasing both the spirit of the game and the brand’s design capabilities. The initiative also allowed Zen Diamond to highlight its creativity beyond traditional jewellery formats.
The response has encouraged the brand to explore similar community-led initiatives going forward.”Today’s consumers are seeking experiences, communities and shared interests rather than purely transactional relationships with brands. They want to interact with brands in environments that reflect their lifestyles and passions,” added Sonawala.
According to the brand, interest-based communities are becoming increasingly important for luxury brands looking to build stronger customer relationships and create more meaningful engagement opportunities.
Globally, Zen Diamond has built a strong presence as one of the world’s prominent diamond jewellery retailers, with a network spanning over 450 stores across more than 20 countries. In India, the brand has been steadily expanding its footprint since entering the market in 2024, through exclusive boutiques in key urban centres such as Mumbai, Bengaluru, Chandigarh and Hyderabad, and through e-commerce.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
