Neil Sonawala, MD- Zen Diamond India, speaking to JewelBuzz explains that Zen Diamond enters India at a time of economic growth and rising aspirations, targeting young, globally aware consumers. He underscores the fact that Zen Diamond’s design sensibilities and craftsmanship are perfectly suited for the young Indian consumer .Confident in India’s growth potential, Neil Sonavala urges the trade to remain positive despite global challenges.

Zen Diamond is an international brand. Why enter India now?

 India is at a key inflection point. The economy is growing, the consumers are young and aspirational, and they are exposed to global trends. Indians today travel widely, seek international designs, and expect a high level of customer service. Zen Diamond’s design sensibilities and craftsmanship are perfectly suited for the young Indian consumer, which made this the right time for our entry.

 What differentiates Zen Diamond in terms of product design and retail innovation?

1. Global Design Access – We work with top designers, especially from Europe, giving us a vast pool of concepts that appeal to customers worldwide.
2. High-Quality Craftsmanship – Our finishing levels match the highest international standards.
3. Distribution Network – We are building a strong presence in India, starting with key cities and prime retail locations.

Jewellery design is now globalised; what works in one market often works in others. This helps us bring relevant designs to India while maintaining a strong global identity.

 Tell us about your entry and expansion strategy in India.

 We started in Mumbai last year, choosing prime locations. Our first store is at Turner Road, Bandra – a top jewellery hub – followed by Sky City Mall in Borivali. Two stores in Bangalore are next, located in premium malls. We will then look at North India and later tier-2 cities. The focus is on high-visibility locations before scaling further.

 What’s your branding, marketing, and promotion strategy?

 Today’s consumers are digital-savvy. We’re focusing heavily on social media marketing via Instagram and Facebook, supported by PR activities and collaborations.

• We will soon launch our e-commerce platform.
• We have partnered with Pernia’s Pop-Up Shop for shop-in-shop formats in cities like Delhi, Hyderabad, and Mumbai.
• Initially, we will expand to 10–20 stores using our own strategy, after which we will also explore franchising.

 Is there still strong appetite for natural diamonds among Indian consumers?

 Absolutely. We are at a starting point here, and consumers remain keen on buying natural diamond jewellery. For the young generation, it’s more about design, in-store experience, and service rather than choosing between gold or diamond. If the design resonates, they go for it.

 How is the diamond industry performing globally post-pandemic?

Post-COVID, there was a sales boom, followed by a slowdown—mainly due to economic factors like US interest rate hikes and China’s slowdown, not because of lab-grown diamonds.India is now the second-largest diamond jewellery market in the world (though from a smaller base) and has huge growth potential.Markets like China grew from India’s current size to four times bigger in 15 years. India can follow a similar path, leading to a boom in consumerism and stronger distribution networks enabling brands like Zen Diamond to reach consumers more effectively.

Your perspective on the natural vs. lab-grown diamond debate?

• Lab-grown diamond prices are falling, while natural diamonds have largely stabilised after correction.
• I see lab-grown diamonds moving into fashion and lifestyle categories beyond jewellery—like accessories, clothing, or even footwear.
• Both will coexist. Lab-grown offers an earlier entry point for younger consumers into the diamond world, while natural diamonds remain a long-term symbol of rarity, value, and heritage.

 Does the jewellery sector face competition from travel and electronics?

 Yes, consumers spend on holidays and gadgets, but jewellery still holds emotional and personal value. Trends have shifted towards smaller, everyday wear pieces instead of large sets. We cater to this with designs for daily wear, evening wear, and gifting, along with accessories like perfumes, ties, and pens.

 How important is affordability in your India strategy?

 Very important. Affordable luxury and “silent luxury” are key parts of our positioning here.

 The industry is facing global challenges—tariffs, geopolitics, changing preferences. What’s your advice to the Indian diamond trade?

• Don’t panic or become overly pessimistic. Challenges are temporary.
• India’s diamond market will grow rapidly in the next 5–10 years.
• We must stay mindful, positive, and forward-looking.
• Global markets like the US will rebound, and India will continue to rise as a major consumer market.