The June Chapter: L. Sunderdas Zaveri dedicates the month to heirloom jewellery

According to Sunny Pherwani, Director and Chief Business Strategist, L. Sunderdas Zaveri, UAE, the brand aims to add value to heirloom jewellery by way of subtle redesign to match the attire of today’s brides and grooms

Dubai: Heritage jeweller L. Sunderdas Zaveri has brought renewed focus on heirloom jewellery with concerted efforts to promote the category in the United Arab Emirates. The brand has dedicated a whole month to heirloom jewellery, calling it ‘The June Chapter’.

The focused bridal and heirloom engagement activity invites customers to bring inherited jewellery pieces for refurbishment and redesign. The activity fits in with the brand’s bridal offering, where complete looks are curated across wedding occasions. Customers are encouraged to personalize their selections by aligning jewellery with their attire, supported by guided consultations. The programme also allows for international shipping, opening it to a wide customer base.

View this post on Instagram

A post shared by L. Sunderdas Zaveri (@lszaveri)

“We have been getting a lot of enquiries for refurbishing old, sentimental heirloom jewellery pieces and hence we have set aside this month for ‘Bridals and Heirlooms’, and called it ‘The June Chapter’. We can actually add value to heirloom jewellery and make it very exciting. We encourage brides-to-be and grooms-to-be to take advantage of the ‘June Chapter’,” said Sunny Pherwani, Director and Chief Business Strategist, L. Sunderdas Zaveri, United Arab Emirates.

View this post on Instagram

A post shared by L. Sunderdas Zaveri (@lszaveri)

‘The June Chapter’ is “dedicated to brides, grooms, traditions, heirlooms and unforgettable moments”, according to an Instagram post by the brand. The brand pitches it as “a place where future brides can discover their dream bridal jewellery, where mothers and grandmothers can share memories, where grooms can find the perfect pieces for their special day, where the future couple can create memories long before the wedding day arrives and where treasured legacy pieces can begin a new chapter,” describing it as an intimate bridal experience in a private VIP setting.

Meanwhile in India, the brand has introduced a content series titled ‘From Hand to Heirloom’. The series is fronted by Dheeraj Pherwani, Director, L. Sunderdas Zaveri, who presents individual heirloom jewellery pieces in each episode and shares the design thinking behind each creation. The brand’s aim is to engage audiences through story-telling linked to its product lines.

For instance, one piece uses a central opening mechanism that changes the way it is worn, making it adaptable across occasions. “The Centre-Open Choker reflects how a single shift in design can change the entire form, opening at the centre to sit close to the neckline. With pink sapphires and diamonds shaping its structure, and a balance of blue tones and Russian emeralds, it is created to work across moments while maintaining a sense of continuity that draws the wearer back to it,” notes Dheeraj Pherwani, Director, L. Sunderdas Zaveri, explaining how different elements work together within a single piece.

View this post on Instagram

A post shared by L. Sunderdas Zaveri (@lsz.india)

L. Sunderdas Zaveri is a heritage brand specializing in handcrafted diamond and Polki jewellery. Known for its ‘one design-one piece’ philosophy, the family-run business operates globally with premier storefronts in Dubai and Mumbai. Its stores in Dubai are located at the New Gold Souk Center and Meena Bazaar.

Retail Jeweller ME News