“I believe the greatest energy we have is our potential,” said Payal Shah, the designer and entrepreneur behind L’Dezen, a brand of handcrafted sliced raw diamond jewellery that rose to fame within four years. Thanks to the brand’s competitive strategies and fresh aesthetics, L’Dezen jewellery has been worn by celebrities such as Lady Gaga, Taylor Swift and Sofia Vergara and is currently retailed in 15 to 20 luxury stores worldwide.
Shah has been an entrepreneur from the moment she was crowned Ms. Hong Kong Jewellery 2011. After the contest she made connections with the right stakeholders, partners and suppliers, paving the way for further establishment of her business – which is how it all started. Realising the potential of affordable luxury, she chose to focus on producing ‘high-end looking jewellery with high profit margins’. Her aptitude for business can be demonstrated by her approach to customer engagement. Analysing previous transactions she found that the level of customer engagement is positively related to the amount of each purchase and the frequency of purchase in general. Shah therefore took the initiative to train every one of her sales employees personally so that her entire team shares the same vision to actively engage with customers at trade shows, showroom, private events and even in email communications in order to increase customer lifetime values and reduce the cost of customer acquisition. As part of her goal to maintain a viable business, Shah takes pains to ensure that both her wholesale and retail buyers enjoy a healthy profit margin.
As an exemplar of next-generation jeweller, Shah has a distinct awareness of current business trends and is able to establish a clear brand identity through media coverage in trendsetting publications such as Vogue, Harper’s Bazaar, Rapport and Forbes. Moreover, the energetic designer has worked her way into distinguished communities in the trade and fitted in perfectly. Claiming design and business awards from Hong Kong Trade Development Council (HKTDC), Hong Kong Jewelry Manufacturers’ Association (jma), Jewellery News Asia (JNA) and The European, she was invited by A’Design Awards to showcase her jewellery in MOOD Museum of Design in Milan.
In October 2014, L’Dezen has stepped out of its comfort zone by holding its first fashion week in Paris. Shah’s next plan is to get affiliated to fashion weeks in Milan, New York and other places to further develop the brand with visionaries around the globe.
With growing fame she actively seizes opportunities to give back to the industry and communities whenever she can. Recently she was appointed the vice president of communications for Gen-Next Jewelers. To help local charities such as Mother’s Choice and Cancer Fund, special jewellery items of her brand are frequently donated for charity auctions as she strongly believes that sustainability is vital for business.
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