Zen Diamond, a prominent name in the global diamond jewellery industry, with over 400 retail stores worldwide, is poised to leave an indelible mark in India. Its strategic plan includes establishing chain stores in top metros like Mumbai, Delhi, and Bangalore, complemented by a robust online presence in the initial phase. The subsequent hyper-expansion phase will see the brand branching into tier 1, tier 2, and tier 3 markets.
In an interview, Emil Guzelis, current Chairman of the Zen Diamond Group and Neil Sonawala, Managing Director, Zen Diamond India talk about their business, lifestyle, plans, and more. Excerpts:
Emil Guzelis, what is your role in the company and how is Neil Sonawala involved in shaping
the trajectory of Zen Diamond’s presence in India?
I am pleased to share that I have partnered with Neil Sonawala to lead the Zen Diamond business in India. Coming from a family of goldsmiths, Neil brings decades of experience in building extensive jewellery distribution networks across Hong Kong, China, and Southeast Asia. Additionally, he has had a significant advisory role with the De Beers Group and large retail chains across South East Asia, making him the perfect partner for Zen Diamond.
Envisioning India as the fastest-growing market for diamond jewellery in the upcoming decades, Zen Diamond aspires to capitalize on this potential by becoming the preferred diamond jewellery brand for the Indian market. We highly value the sophisticated and discerning jewellery-buying clientele in India. Zen Diamond’s offerings of international standards and quality branded products are going to be a must-have for every individual.
Neil Sonawala: Zen Diamond aims to offer global diamond jewellery trends to the growing demographic of well-aware and tech-savvy fine jewellery shoppers. This objective is set to redefine the Indian diamond jewellery experience, emphasizing unparalleled customer service and in-store experience.
How has Zen Diamond made a mark since its inception in 2000?
Emil Guzelis: I started Zen Diamond in Istanbul in 2000, and today we have built a presence with 400+ stores across the globe in Turkey, Europe, USA and Middle-east, through a franchise model. We are essentially a Turkish diamond jewellery brand with a rich family heritage and a three-generation legacy of expertise in jewellery back since 1890.
What is the target market for Zen Diamond in India?
Neil Sonawala: In India, Zen Diamond strives to fulfil the aspirations of the younger to middle-aged demographic by presenting a varied selection of classic, contemporary, and globally inspired designs suitable for both daily wear and occasion wear. The brand aims to differentiate with extensive assortments of diamond bridal and trousseau pieces.
What sets Zen Diamond apart from its competitors?
Emil Guzelis: Creativity, craftsmanship, and quality are the fundamental values that permeate Zen Diamond jewellery. All Zen Diamond jewellery arises from the deep and passionate work of expert goldsmith artisans, who are masters at enhancing the light of diamonds. We often collaborate with many top European and international designers, to create unique designs with unmatched craftsmanship.
Neil Sonawala: Zen Diamond will bring into India highly stylish pieces at extremely affordable prices, which can only be achieved by a brand that has been an expert in this business for decades. The business will stand apart with the provision of Intellectual Property Rights (IPR) over designs and manufacturing techniques to Antalia Jewellery Pvt Ltd, the Zen Diamond India joint venture, facilitating a ‘Make in India’ initiative to seamlessly align with the Government of India’s efforts to boost manufacturing within the country itself.
This strategic move is a testament to the brand’s confidence in India’s audience and its commitment to becoming an integral part of the nation’s jewellery narrative.
