How Customer Loyalty, Sustainability, and Omnichannel Innovation Drive Milano's Growth
The jewelry industry isn't just about sparkle anymore, it's about meaning, values, and connection. Customers today want more than beautiful design; they want to know the story behind each piece, the values behind the brand, and whether that brand resonates with their ideology. Few leaders understand this better than Rahul Kheskwani, President of Milano Jewelry, a leading jewelry retailer redefining how fine jewelry is made, marketed, and sold.
After joining the jewelry industry, Rahul spent many years learning about the trade from the bottom up. He refined skills in polishing diamonds and gemstones as well as working on the factory floor handmaking jewelry. This makes Rahul one of the few industry leaders that have technical knowledge of jewelry.
Since stepping into the helm of the 35-year-old family business, Rahul has led Milano through major retail transformations; building a loyal customer base through quality and design, pricing transparency, and a growing commitment to sustainability. Rahul has pushed Milano to evolve while staying rooted in what matters most: people.
In this conversation, he shares his thoughts on what drives long-term loyalty, why sustainability is no longer optional, and how retailers can develop their brand by carrying exclusive diamond cuts.
Q: Milano has a strong reputation for customer loyalty in a highly competitive market. What do you believe drives that connection?
Rahul:
It really comes down to listening to our customers. We understand that our product is an emotional purchase for many - it represents something meaningful and is tied to memories. We try to show up for our customers in a personal way, whether it's remembering a birthday, offering styling advice, being consistent in quality and service and most importantly, delivering what we promise. Loyalty is key for our customers and our team. We care about making people feel seen and valued every time they interact with our brand. Our customer is extremely important to us, and we treat every interaction as the beginning of a relationship.
Q: Milano is known for their exclusive styles and fashion forward designs. Why is that a focus for the brand?
Rahul:
Uniqueness is what defines a brand. If you're offering the same thing as everyone else, you're just selling a commodity. Our in-house design team pushes the boundaries of creativity with fashion forward designs that stand the test of time and our vertical integration allows us to offer customers custom-designed pieces that make them feel special.
Milano has also started to offer signature diamond shapes that customers can't find elsewhere. These unique offerings are what draw people in and keep them coming back. With the rise of Lab-grown diamonds, the trend to differentiate yourself from your competitors using exclusive diamond cuts is growing—a trend led by companies like Goldstar who are recognized globally for their leadership in this space. The idea is to offer something emotionally resonant, something you can't replicate or mass-produce. That's where the future of jewelry retail is heading.
Q: Milano has a strong reputation for customer loyalty in a highly competitive market. What do you believe drives that connection?
Rahul:
It really comes down to listening to our customers. We understand that our product is an emotional purchase for many - it represents something meaningful and is tied to memories. We try to show up for our customers in a personal way, whether it's remembering a birthday, offering styling advice, being consistent in quality and service and most importantly, delivering what we promise. Loyalty is key for our customers and our team. We care about making people feel seen and valued every time they interact with our brand. Our customer is extremely important to us, and we treat every interaction as the beginning of a relationship.
Q: Milano is known for their exclusive styles and fashion forward designs. Why is that a focus for the brand?
Rahul:
Uniqueness is what defines a brand. If you're offering the same thing as everyone else, you're just selling a commodity. Our in-house design team pushes the boundaries of creativity with fashion forward designs that stand the test of time and our vertical integration allows us to offer customers custom-designed pieces that make them feel special.
Milano has also started to offer signature diamond shapes that customers can't find elsewhere. These unique offerings are what draw people in and keep them coming back. With the rise of Lab-grown diamonds, the trend to differentiate yourself from your competitors using exclusive diamond cuts is growing—a trend led by companies like Goldstar who are recognized globally for their leadership in this space. The idea is to offer something emotionally resonant, something you can't replicate or mass-produce. That's where the future of jewelry retail is heading.
Q: You've led Milano through major transformations. What changes have been most impactful to your growth?
Rahul:
One of the biggest shifts has been our move toward creating more exclusive and meaningful product lines. Customers today don't just want a ring or a bracelet—they want something they can't find anywhere else; a piece that reflects their values and identity. We focus on curation, design innovation, and refining our customer experience. And at the same time, we embrace digital tools that make it easier to connect, shop, and communicate across channels.
Q: How do you maintain that trust and connection across different channels, especially with significant growth from online?
Rahul:
Our team has developed a clear and efficient omnichannel strategy to ensure our customers have an easy and comfortable shopping experience. We want to show up for our customers where they prefer to interact with us. Online shopping can feel transactional if you're not careful, but we work hard to make the experience feel personal. Customer touchpoints are key to success. Brands must adapt to thrive in a changing shopping environment and that means blending the lines between digital commerce and physical retail; the experience should feel consistent and personalized. Our customers have come to expect a certain level of service at Milano, and our goal is to ensure that regardless of where they choose to interact with us - we exceed their expectations.
Q: Sustainability is clearly becoming a bigger part of the conversation in fine jewelry. What is Milano doing on that front?
Rahul:
It's no longer a nice-to-have—it's a must. Consumers today want to know the full story behind their jewelry: where it came from, how it was made, and the impact it has. At Milano, we've begun incorporating recycled gold, lab-grown diamonds , and ethically sourced materials across more of our collections. We're not claiming to be perfect, but we're taking measurable steps to ensure our products are more responsible and our practices more transparent.
Another key step for our company is our made-to-order model for online sales, which is also something Goldstar has pioneered in a large way. Instead of mass-producing inventory, we only manufacture what the customer orders. This helps reduce waste, limit dead stock, and allows us to offer a wider variety of styles online without overproduction. It is better for the environment and better for the customer.