Ryan W. Buell, Amy Klopfenstein
Harvard Business School (621043-PDF-ENG)
September 06, 2020
Zameer Kassam Fine Jewelry (ZKFJ) designs individual engagement rings that tell the story of a couple’s relationship. The case describes the company’s process for building customer loyalty, which in the past has been a relatively offline high-touch experience. Due to social distancing guidelines with the advent of the COVID19 pandemic in early 2020, Zameer Kassam and his team have been forced to put many facets of the business online. Although customers still seemed delighted with his rings, Kassam wondered what could be lost for his customers and employees in this new virtual medium. On the other hand, maybe there were aspects of the process that online delivery could improve? Such a transition could represent an opportunity for the company to grow.
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