Well-known jewellery designer Anand Shah’s name is synonymous with unbelievable creativity in gold. His hold over the yellow metal and the magic he creates using the metal is delightful and enchanting. The way he treats gold and creates splendid pieces has not been seen before. His designs are simple yet classy, which have global appeal. So, it’s not surprising that the brand has immense fan following. Talking about his designs Anand Shah says “My jewellery is in the high-end product category .Each piece is a work of my own art. It is not region or retailer-specific.”

The brand has been active since 1997 and they had launched their first outlet in Surat in the year 2016. But Gold Jewelers’ Dipak Vaghani, who has been stocking and selling Anand Shah’s designs decided to open an exclusive jewellery retail store under Anand Shah Brand through franchise agreement. The new store is located in Canopus Mall on Ghoddod road in Surat. Dipak Vaghani owns two stores under brand name Golden Jewelers and this is the third store opened under the brand name Anand Shah.

The Store

Anand Shah Jewellery has often featured unconventional mediums like wood, wool and oil paints on 22K gold pieces. The designs are inspired by nature and the brand has tried to get a natural effect on jewellery.

Spread over 6000 sq ft, the store is divided into two floors and houses a wide variety of traditional, modern and fusion jewellery which includes combination of jadau, painting, and diamond. “We had tried to deliver best ambiance to the people in Surat. Our interior based on rustic look and tried to give natural look to the studio,” says Dipak Vaghani.

The opening of the store has received humongous response from Anand Shah patrons. “The footfall in the first week was around 2500 visitors,” says Dipak.

Commenting further on the consumer demand in Surat, Dipak added “Market for the antique jewellery is huge in Surat and people are fond of such jewellery. Our customers are not limited to Surat only; we have customers from all India.”

Customer Facilities

As Anand Shah jewellery falls into highend category, the buyers too are jewellery connoisseurs. And such buyers need to be treated special and exclusive. The new store has individual cabins wherein individual buying requests can be handled. For today’s consumer, jewellery is not just an investment and it is extension of their personalities, so the buyers need privacy and time to select the designs; both these criterion are taken care of this newly launched store.

To keep up with the changing consumer preferences, the store does a periodic survey related to designs, Aftersales service from customers, to deliver the best. “Our policies are transparent in terms of making charges, gold rates and other charges. All bifurcations are detailed on invoice.”