Zameer Kassam Fine Jewelry: Engaging Clients

Zameer Kassam Fine Jewelry (ZKFJ) designs custom engagement rings that tell the story of a couple’s relationship. The case describes the company’s process for engaging clients, which has historically been a relatively offline, high-touch experience. Obliged by social-distancing guidelines with the advent of the COVID-19 pandemic in early 2020, Zameer Kassam and his team had been forced to take many facets of the business online. Although clients still seemed delighted by their rings, Kassam wondered what might be being lost for his clients and employees in this new virtual medium. On the other hand, perhaps there were aspects of the process that could be improved through online delivery? Such a transition could represent an opportunity to grow the business.