NE BUSINESS BUREAU
CHENNAI, OCT 1
Ahead of Navratri festival, Tanishq, has launched its festive collection – Utsaah – the Festival of Life. Tanishq’s latest festive edit is an aesthetic representation of contemporary jewellery set in pure Gold with a seamless blend of ethnicity and modernity, says Ajoy Chawla, CEO, Jewellery Division, Titan Company Limited on Thursday.
Launching the nation-wide virtual launch of festival collection ‘Utsaah’ campaign, Mr Chawla said ‘the collection reimagines the rich Indian heritage into distinctive modern jewels while featuring intricate and exquisitely detailed designs in plain gold and ornate gold, the collection speaks Ethno- contemporary. The collection is particularly designed for women who seek modernity and versatility and has a discerning eye for designs’.
He said, the Utsaah collection features reimagined silhouettes with fresh styling and impeccable contemporary treatment with emphasis on modernizing traditional motifs in geometric forms. The bold and edgy collection boasts of the use of numerous Karigari techniques like Modern Filigree, Stamp and wire work, Enamel, Jaali over stone, Tikli, Rawa and ball work to name a few. Celebrating the glint of gold, the assortment showcases varied textures and weave of patterns.
Foreseeing the festive trends this year, Tanishq has focused on the charm of layering exquisite neckpieces for a grandeur look and is one of the key highlights of the collection. ‘Utsaah’ by Tanishq is a seamless blend of intricacy, heritage and old contemporized designs with modern sensibilities, giving a new life to traditional craftsmanship. The collection stands out as one-of-its-kind modern-heritage jewellery inspired from patterns of Indian heirloom crafts, making it a perfect ancillary to complete any woman’s look this Diwali.
Mr Chawla said, as the situation improves, people are getting back to normal with caution to celebrate their birth, wedding anniversaries besides festivals. Hope this will definitely ignite the spending habits of the people to celebrate special occasions and festivals with their near ones with gold jewelleries.
As the situation is conducive, this time Tanishq would expand its campaign strategy and spending for campaigns including digital media.
Replying to another query, Mr Chawla said that the company would announce attractive offers for online purchases. He also reiterated that Tanishq’s priority is the safety of its customers, over 25,000 employees across the county. Almost all the employees were given two jabs of vaccines, he added.
Speaking at the launch, Revathi Kant, Chief Design Officer, Titan Company Limited, says, “Like each year, and especially for Diwali, Tanishq brings to you beautifully designed products crafted to perfection by our Karigars that add to your festivities. Our latest Diwali edit- Utsaah has been designed keeping in mind the ‘wearability’ aspect that has emerged as a key jewellery trend for this festive season.
Utsaah is a beautiful medley of intricate traditional motifs reinvented in minimalistic contemporary silhouettes and the design story is inspired by the idea of contemporizing the classical and traditional jewellery designs to present them in new avatars.
What makes Utsaah special is that there’s also a fusion of techniques with modern motifs and the use of layering gives it an expansive look. The intelligent use of design and karigari techniques have helped us achieve an absolute delight both in terms of affordability and aesthetics. We hope our latest festive collection will add a little bit of sparkle to your celebrations.”
The price range for products under Utsaah collection starts at Rs 35,000 onwards.
