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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 Birks, 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.
