In an exclusive interview with Deccan Chronicle, Zoya business leader Amanpreet Ahluwalia said we are honored to lead this narrative and to draw women who want to feel alive and celebrate through our jewellery.
What inspired Zoya’s creation and what distinguished it from other jewelry brands in India?
Zoya is about a woman who is very keen in life. She travels the world, has great exposure, and has achieved success in her personal and professional space. We have identified a niche in the Indian market where women are proud of their roots but want to have the best. Our research shows that at a certain age, the eyes to better things become obvious and you can’t solve for any small amount. We see opportunities to create jewelry, not only wearable, but also meaningful and personalized. This is where Zoya comes in – this brand involves wearable art, warm luxury and creative experiences. We are not only jewelry brands; we are building meaningful jewelry that works in women’s lives. The name Zoya means “live”, and our palette is inspired by pastels. We draw inspiration from India’s rich craftsmanship and stories, but with a modern twist.
Can you guide us through Zoya’s sustainability approach?
At Zoya, our spirit is deeply rooted. If you visit our Pantnagar factory, you will know – like a mini forest, plantation, we run with completely renewable energy. Water conservation is also a priority, with the focus on re-sourcing of water. We care about the well-being of craftsmen and ensure that they are balanced between their professional and personal lives. We also prioritize responsible procurement, avoid conflict diamonds and focus on reliable suppliers. For us, sustainability has three key angles: environmental awareness, craftsman welfare and responsible sourcing. We are committed to making a positive impact through our practices.
Can you tell us about Zoya’s expansion plans in southern India, especially in cities like Hyderabad and Bangalore?
After nearly 8-10 years in Mumbai and Delhi, we expanded to other cities. We wanted to open in Hyderabad first, but it took us about a year and a half to find the right place. Bangalore became the first store outside Mumbai and Delhi. We opened shortly afterwards in Hyderabad and later in Chennai. The southern market has been an important area of growth for us and we will continue to expand there, with new boutiques in Bangalore opening very quickly.
What makes Hyderabad a unique market for Zoya, and what trends have you observed in the city’s jewelry market?
Hyderabad is a city that invests in lifestyle and is gifted with the best in life. The city is full of love for precious stones such as jewelry, especially jade, rubies and diamonds. We have noticed that Hyderabad has two different segments, which are traditional parts, love exquisite luxury jewelry with gemstones, and the younger generation with modern, wearable jewelry. Our deal in Hyderabad is one of the highest in the country, reflecting the city’s spending and details. We have involved Hyderabad in our design process, meeting customers and testing trends to ensure our collections resonate with the city’s keen audience.
What is Zoya’s expansion plan for the number of stores to be increased this year and in the coming years?
Usually, we add boutiques 2-3 times a year, but last year was an exception and we added 4. The biggest challenge in terms of expansion is finding the right location and real estate. We are special in creating immersive experiences for our customers, which takes time. Shopping malls are not always the best for us, we are selective about where to open a boutique. For the foreseeable future, we are considering adding boutiques 2-3 times a year.
What are the main trends you are observing in the jewelry market and how can Zoya take advantage of these trends?
We have a CAGR of 40-45%, and we are expected to maintain this year. As for market trends, we have noticed a significant shift in the versatile and practical wearable jewelry. Our clients want pieces that can be dressed up or down, paired with a variety of outfits and often worn out. We have been at the forefront of this trend and it’s exciting to see it’s driving. Beautiful, sophisticated and relaxed wearable jewelry is a great space and we are proud to lead this change.
What sets Zoya apart from other luxury jewelry brands, and how do you position yourself in the market?
For us, the main difference is celebrating India’s story and creating products that are truly global. Our meaningful jewelry is inspired by India’s rich heritage and sets us apart. From Flower of Life to Stewell in India, our design tells stories that resonate with women. We are honored to showcase the soul and pride of India globally, which is reflected in our customers’ preference for Zoya rather than international brands. Indian women are making conscious choices to support a brand that provides quality, craftsmanship and meaningful storytelling. We are growing rapidly, which proves the power of the brand and the wisdom and discernment of Indian women.
What’s next for Zoya and how do you plan to continue to innovate and expand your brand?
Our biggest plan is to introduce high jewelry pieces through our Studio Z development center in Mumbai. We are creating a rare limited edition that customers can experience and have. The expansion is also on the cards, especially in the south, and we are considering opening more stores in cities like Bangalore and Chennai. We have been innovating products and patent settings, and we always crave stories from India that we can translate into meaningful works. Our latest collection, Reborn, reflects our commitment to redefining the Indian jewelry experience and how we buy it. We are honored to lead this narrative and to draw women who want to feel alive and celebrate through our jewellery.
Can you share some anecdotes about Hyderabad customers and how Zoya creates meaningful experiences for them?
Anecdote 1: The story of a gentleman
I remember a gentleman attending the gift for the milestone anniversary. He fell in love with our rooted collection, inspired by a strong woman who is as tall as a tree in the rainforest. The story resonated with him so much that he ended up buying 15 times his original budget. This is the power of jewelry, telling a story that resonates with you.
Anecdote 2: Customized works
We have a client who wants a custom piece inspired by Kashmir tulips. She wanted to capture the moment when the light fell on the blooming tulips to make her feel alive. Our designer brought her vision to life and her emotions were priceless when she saw the piece. That’s all about custom jewelry – creating something meaningful and unique.
Anecdote 3: Buy late at night
We had a customer who wanted to buy jewelry at 10 pm and we opened the store for him. We made sure he had great experience and built loyalty for our brand. This is the personalized service we strive for.
Anecdote 4: Surprise gift
We planned a surprise evening for a client who wanted to give his wife’s jewelry. We planned the night, sent out personalized invitations, curated menus, and played her favorite music. It was a memorable experience for both of them and that’s what sets us apart.
