DIAMOND JEWELLERY NEWS – Turkey’s Zen Diamond to enter India with a chain store and e-commerce strategy


MUMBAI – Turkey’s Zen Diamond, a leading diamond jewellery retailer with over 400 retail stores worldwide, has announced its entry into India.


The company will develop a robust online presence during the initial launch phase in the second quarter of 2024, after which it plans to establish stores in India’s largest cities, including Mumbai, Delhi, and Bangalore. The subsequent hyper-expansion phase will see the brand expanding into tier 1, tier 2, and tier 3 cities. 


Mr. Emil Guzelis, Chairman of Zen Diamond, has partnered with Mr. Neil Sonawala to lead the Zen Diamond business in India.


Mr. Sonawala hails from a lineage of goldsmiths and has decades of experience managing extensive jewellery distribution networks across Hong Kong, China, and Southeast Asia. He has also served in an advisory role for the De Beers Group and large retail chains across Southeast Asia. 


DIAMOND JEWELLERY NEWS – Turkey’s Zen Diamond to enter India with a chain store and e-commerce strategy

Antalia Jewellery Pvt. Ltd., the Zen Diamond India joint venture, will design and manufacture Zen Diamond collections for the domestic market in India.


This strategy aligns with the Government of India’s ‘Make in India’ initiative to boost manufacturing within the country. 


Mr. Emil Guzelis said, “India ranks among the fastest-growing markets for diamond jewellery and its growth is expected to accelerate over the next few decades. We’re excited to tap into that prospect, and we are committed to being an integral part of the nation’s jewellery landscape.


“We have the highest regard for India’s knowledgeable and passionate jewellery customer and believe that Zen Diamond’s offerings will soon be an essential part of their personal collections.”  


Neil Sonawala added, “I’m thrilled to partner with Emil Guzelis to bring this global brand to the Indian consumer. It’s a perfect fit as India’s cosmopolitan jewellery clientele seeks to infuse international design to their everyday wardrobe.


“Zen Diamond aims to provide them with affordable access to international jewellery trends, redefining the Indian diamond jewellery experience through unmatched customer service and in-store experiences. Our offerings will celebrate the timeless allure of diamonds as cherished symbols of enduring beauty.”  


Zen Diamond endeavours to meet the aspirations of young and middle-aged Indian consumers by offering a diverse range of classic, contemporary, and international designs suitable for everyday wear and special occasions. The brand also distinguishes itself with comprehensive collections of diamond bridal, and trousseau pieces. 


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.


It collaborates with top European and international designers, executing their designs with its unmatched craftsmanship.


Its vast experience and network enable Zen Diamond to bring these highly stylish pieces into India at extremely affordable prices.