Vivah actually started out as Directions East a trading company back in 1972 by Zell Goodbaum who was living and working in India. Zell developed a wide range of gift items and ethnic art objects for sale in Canada. For about 12 years, he traveled back and forth 3 times a year to the East, as well as across Canada, developing a successful wholesale distribution company. Among his customers were Bi
rks, Eatons, Fairweathers and Suzy Shier. Mixed into the product line that Zell developed was fashion jewellery. Soon sales clearly demonstrated that 20% of the product line, the jewellery, was generating 80% of the sales. At the time he met Vivah Goldberg, there were 3 Directions East stores selling a look of handmade and natural material fashion accessories. Vivah was a self-taught gold and silversmith who had her own company called Separate Realities. She made her own moulds, carved her own stones, and was struggling as a craftsperson for recognition of her designs and ability. Zell recognized the talent he saw in Vivah’s designs, and soon Vivah was selling her work exclusively in the Directions East stores. After joining Zell on a trip to India, they found they couldn’t live apart! The evolution to Vivah as the marketing name, and the eventual focus of the company on sterling silver products was a natural progression of events. By applying sound business principles to the growth of the business, by not expanding too quickly, and by building a strong foundation, step by step, Vivah was established as an original business story. The first Vivah location opened August 4, 1985 in Pickering Town Centre. The success of Vivah is based on good taste, and a simple philosophy about the fashion business. Zell and Vivah always had an eye and ear and an appreciation for Canadian realities. Vivah is not essentially a trendy image, but instead has always aimed for classic lines and affordability. The intention has always been to offer good value and exceptional service. Our expertise has always been about finding the best… the best people… the best product… in order to achieve the best reputation in the business. We warmly welcome you to Vivah!
