Zinzuwadia Jewellers pampers brides-to-be with personalised bridal jewellery shopping experience

‘Shringaar – The Bridal Series’ has not only reinforced the jeweller’s brand image but also generated robust sales as it ropes in customers who are getting married in the near future

Taking personalization to another level, Ahmedabad-based Zinzuwadia Jewellers has come up with a new concept for brides-to-be named ‘Shringaar – The Bridal Series’, through which it offers them a unique and indulgent personalized jewellery shopping experience. The jeweller plans a whole day for the bride-to-be, offering a vanity van to pick her and her family from their home, bring them to the store and provide a highly personalised experience for a whole day, ending with either a brand-sponsored dinner or spa.

Exclusive to the brand’s showroom at Shivranjani Cross Road, Satellite, Ahmedabad, which only stocks bridal collections, polki jewellery and exclusive diamond jewellery, the initiative has been active over the last two months. Three videos on the brand’s Instagram page capture the essence of the concept. It starts with the Zinzuwadia Jewellers team visiting customers who plan to get married in the near future. The team gives them a wedding hamper and extends an invitation to visit the store about 5-7 days in advance, giving them time to prepare for the day of shopping.

Says Hiren Zinzuwadia, Director, Zinzuwadia Jewellers, “We get their appointment in advance and offer a unique wedding jewellery shopping experience by dedicating a whole day to one client. This allows for a highly curated experience which is also extended to the family members of the bride-to-be. They need not worry about travel, as our luxurious vanity van picks them up and drops them back home. This is a unique initiative, not only for Ahmedabad but also for Gujarat.”

According to him, the campaign has reinforced the brand image and also generated robust sales as it ropes in customers who are getting married in the near future. Among the many conveniences offered to the customer, highlights include a dedicated trial room at the store for matching different wedding outfits with jewellery, the services of an experienced wedding stylist and make-up artiste, and a complimentary dinner or spa treatment at the end of the day, to help relieve pre-wedding stress.

In all this, Zinzuwadia has seen to it that the emotional aspect of a wedding is not lost in the pursuit of generating business. Hence, on the way to the store, the vanity van plays a surprise video for the bride-to-be that the family would have shot in advance, talking about beautiful memories in the bride’s life before she leaves her maternal home.

“Once the van arrives at the store, the client is given a red-carpet welcome. We also give them a backgrounder on jewellery trends in the country. The entire experience, starting from the invitation, is recorded on video,” says Zinzuwadia.

When asked why the brand chose the Satellite store to carry out this activity, Zinzuwadia pointed out that its location on a street that already has many jewellers warranted a new concept to stand out. Thus, the brand set up a boutique store with minimal jewellery on display to differentiate itself in the space. Notably, the brand’s other store at CG Road, Ahmedabad stocks the entire gamut of its jewellery collections.

By Aparna Bhowmick

Retail Jeweller India Exclusive