Daybreak Diamonds with a side of champagne — how Zoya finally hacked the luxury jewellery business
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Feb 25, 2025 Discover how Zoya, the luxury jewellery brand, revolutionizes the diamond market. It's not just about the jewels; it's all about crafting unforgettable experiences for their elite clientele. From opulent champagne brunches to lavish cruises, Zoya builds deep client relationships. After 15 years of patience, the brand is finally seeing profits as luxury consumption skyrockets in India. However, competition is fierce with global giants like Tiffany and Cartier eyeing the same affluent customers. Tune in to explore this fascinating journey!
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Zoya's High-Spending Clients
- Doctors Kaushal and Swati Pandey frequently visit Zoya, spending up to ₹40 lakh per purchase.
- The staff accommodates them, even staying open late, and Zoya has gifted them experiences like cruises.
Zoya's Target Audience and Profitability
- Zoya, a 15-year-old company, has few boutiques, a small customer base, and only recently became profitable.
- They target affluent women over 40 who enjoy buying jewelry for themselves.
Zoya's Strategic Store Locations
- Zoya intentionally chooses less crowded, upscale locations for its boutiques, prioritizing exclusivity.
- They favor locations in upscale malls like Palladium in Mumbai and quiet, affluent areas like Vital Malaya Road in Bangalore.