World-Class CX Leaders | Zameer Kassam Fine Jewelry

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Recently, I have been asked to highlight companies that demonstrate breakthrough customer experience (CX) innovation. So, before I launch into another series of posts, I’ll highlight a world-class CX leader named Zameer Kassam Fine Jewelry.

I won’t go into great detail about Zameer Kassam since many articles and case studies offer a deeper dive. You can find those resources at McKinsey & Company, CNBC, and the Harvard Business Review. However, I will offer an overview of what makes Zameer Kassam a world-class CX leader and outline the most important lesson we can all learn from them.

As you may know, the Manhattan-based jeweler serves upscale clients across the globe who are looking for custom-designed jewelry, especially engagement rings or other items that celebrate a milestone. The CX superpower for Zameer Kassam is storytelling.

After educating customers on beauty/value tradeoffs involved in diamond purchases, Zameer Kassam’s team members immerse customers in experiences referred to as “the discovery” and “the storytelling.” In a case study done for HBR, Aimée Cucchiar (Zameer Kassam’s chief storyteller) noted the discovery is:

“where we learn the story of the relationship. It’s a very simple half-hour-long conversation in which we ask a series of questions. No pre-work is necessary nor encouraged. It gives us a sense of the milestones and the moments that make up your unique love story. The third step is what we call the storytelling. And that where share three option of diamonds that are extraordinary, from the top to the bottom of your budget, as well as the sketches that bring your story to life through design. This is when you decide to move forward on the ring, and we kick off production.”

Once a ring design is selected and produced, Zameer Kassam storytellers engage two additional processes, “the unveiling” and “the private celebration.” During “the unveiling,” founder and namesake Zameer Kassam explained, “with a little bit of bravado, we’ll share the sketches again. We’ll have a glass of champagne, and then we’ll open the box.” The storyteller will also help the customer build excitement and deliver an enriched story/experience during the proposal.

During “the private celebration,” the client’s partner is invited to meet the team that created their ring. However, that celebration goes well beyond introductions. Zameer notes, “What they don’t know is that we will surprise them with all the details of the process, including the notes of their love story. I can guarantee you, most women have never heard the words a man who loves them will say when she is not there if he’s asked.”

Inspired by Zameer Kassam Fine Jewelry, here are three challenge questions for you this week:

  • Are you taking the time to discover your customer’s unique story, or are you rushing to have them discover why they should buy from you?
  • How are you helping your customer create the story they will share about your product or service?
  • How have you turned the purchase of your products or services into a memorable event as opposed to a flat sales transaction?

In my latest book Stronger Through Adversity, I feature more than 140 leaders who’ve positioned their companies for world-class experience delivery during and after the pandemic. Please visit to learn more about the book, schedule a time for me to listen to your story, or download a complimentary eBook.

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