Zoya Designs Inspired by India’s Rich Heritage

What inspired the creation of Zoya, and what sets it apart from other jewellery brands in India?

Zoya is all about the woman who has a very discerning taste in life. She’s travelled the world, has great exposure, and is accomplished in her personal and professional spaces. We identified a niche in the Indian market where women are proud of their roots but want to own the best. Our research showed that there’s a certain age where the eye for finer things becomes obvious, and you can’t settle for anything less. We saw an opportunity to create jewelry that’s not just wearable but also meaningful and personalized. That’s where Zoya came in—a brand that’s about wearable art, warm luxury, and creating experiences. We are not just a jewelry brand; we are about building meaningful jewelry that plays a role in a woman’s life. The name Zoya means ‘alive,’ and our color palette is inspired by pastels. We draw from India’s rich craft and stories, but with a modern twist.

Can you walk us through Zoya’s approach to sustainability?

At Zoya, sustainability is deeply ingrained in our ethos. If you visit our Pantnagar factory you will know—it’s like a mini forest with extensive plantation, and we run on fully renewable sources of energy. Water conservation is also a priority, with a focus on reconsuming water. We care about our artisans’ well-being, ensuring a balance between their professional and personal lives. We also prioritize responsible sourcing, avoiding conflict diamonds and focusing on credible suppliers. For us, sustainability has three key angles: environmental consciousness, artisan 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 South India, particularly in cities like Hyderabad and Bangalore?

After establishing ourselves in Bombay and Delhi for almost 8-10 years, 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 our first store outside of Bombay and Delhi. Soon after, we opened in Hyderabad, and later in Chennai. The South market has been a significant growth area for us, and we are continuing to expand there, with a new boutique opening in Bangalore soon.

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, with a flair for the finer things in life. The city has a deep love for jewelry, particularly precious stones like emeralds, rubies, and diamonds. We have noticed two distinct segments in Hyderabad—the traditional segment that loves fine luxury jewelry with precious stones, and the younger generation that’s embracing modern, wearable jewelry. Our transactions in Hyderabad are among the highest in the country, reflecting the city’s spending power and eye for detail. We involve Hyderabad in our design process, meeting clients and testing trends to ensure our collections resonate with the city’s discerning audience.

What are Zoya’s plans for expansion in terms of the number of stores to be added this year and in the coming years?

Typically, we add 2-3 boutiques every year, but last year was an exception where we added 4. Our biggest challenge in expansion is finding the right locations and real estate. We are quite particular about creating an immersive experience for our customers, and that takes time. Malls aren’t always the best fit for us, and we are selective about where we open our boutiques. For the foreseeable future, we are looking at adding 2-3 boutiques every year.

What are some of the key trends you have observed in the jewelry market, and how is Zoya positioned to capitalize on these trends?

We are growing at a 40-45% CAGR and expect to maintain that growth rate this year. As for market trends, we have noticed a significant shift towards wearable jewelry that’s versatile and practical. Our customers want pieces that can be dressed up or down, paired with various outfits, and worn frequently. We have been at the forefront of this trend, and it’s exciting to see it gain momentum. Wearable jewelry that’s beautiful, dainty, and effortless is a big space, and we feel proud to have led this change.

What sets Zoya apart from other luxury jewelry brands, and how do you position yourself in the market?

For us, the key differentiator is celebrating the India story and creating products that are truly global. Our meaningful jewelry, inspired by India’s rich heritage, sets us apart. From the Flower of Life to Stepwells of India, our designs tell stories that resonate with women. We are proud to showcase India’s soul and pride globally, and it’s reflected in our customers’ preference for Zoya over international brands. Indian women are making a conscious choice to support a brand that offers quality, craftsmanship, and meaningful storytelling. We are growing rapidly, and it’s a testament to the brand’s strength and the Indian woman’s intelligence and discernment.

What’s next for Zoya, and how do you plan to continue innovating and expanding your brand?

Our big plan is to introduce high jewelry pieces through our Studio Z development center in Bombay. We are creating rare, limited-edition pieces that our clients can experience and own. Expansion is also on the cards, particularly in the South, where we are looking at opening more stores in cities like Bangalore and Chennai. We are continuously innovating on products and patented settings, and we are always hungry for India stories that we can convert into meaningful pieces. Our latest collection, Reborn, reflects our commitment to redefining the way jewelry is experienced and bought in India. We are proud to be leading this narrative and resonating with women who want to feel alive and celebrated through our jewelry.

Can you share some anecdotes about your customers in Hyderabad and how Zoya creates meaningful experiences for them?

Anecdote 1: The Gentleman’s Story

I recall a gentleman who came in for a milestone anniversary gift. He fell in love with our Rooted collection, inspired by a strong woman who stands tall like a tree in the rainforest. The story resonated so much with him that he ended up buying 15 times his original budget. That’s the power of jewelry that tells a story that resonates with you.

Anecdote 2: The Bespoke Piece

We had a client who wanted a bespoke piece inspired by the tulips in Kashmir. She wanted to capture the moment when the light falls on the blooming tulip, making her feel alive. Our designer brought her vision to life, and when she saw the piece, her emotion was priceless. That’s what bespoke jewelry is all about – creating something meaningful and unique.

Anecdote 3: The Late-Night Purchase

We had a client who wanted to buy jewelry at 10 pm, and we kept the store open for him. We made sure he had a great experience, and it built loyalty for our brand. That’s the kind of personalized service we strive for.

Anecdote 4: The Surprise Gift

We curated a surprise evening for a client who wanted to gift his wife jewelry. We planned the evening, sent personalized invites, curated a menu, and played her favorite music. It was a memorable experience for both of them, and that’s what sets us apart.