Tanishq gets into ‘Race’ of fashion jewellery

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ivaIn the mode of line and brand extension, Tanishq, which already is into the jewellery segment with diamonds and office-wear designs like Mia and high-end Zoya, besides others, has now entered the fashion segment too by launching the IVA collection.

Considering, there are not too well-known brands in the fashion jewellery segment, it was but natural for Tanishq to step-in and fill up this space. Saumen Bhaumik, Associate Vice President & Regional Business Head-North at Tanishq, says, “We identified the need of the fashion seeking Indian woman, someone who creates her own rules. There is currently no product offering for this set of consumers and Tanishq seeks to address this need with the IVA fashion line.

Saumen Bhaumik, Associate Vice President & Regional Business Head-North at Tanishq

Saumen Bhaumik, Associate Vice President & Regional Business Head-North at Tanishq

For 18kt gold range that starts at Rs 20,000 and includes earrings, finger rings, pendants, cuffs, neckpieces in 80 designs and will be available in Tanishq stores across New Delhi, Mumbai, Bangalore, Kolkata, Pune, Ludhiana, Chandigarh and Hyderabad.

For its promotion, the brand has tied up with Bollywood sequel Race -2, produced by Tips Industries, where in the lead actors Deepika Padukone, Jacqueline Fernandez and Ameesha Patel will be seen donning the new collection in the movie.
“The Race franchise is the perfect ally for IVA – scoring high on sophistication, cutting edge design, latest trends and wide/ popular appeal,” says Bhaumik.

The USP of IVA is its minimalistic design with the ‘les is more’ thought kept in mind. For example, heavy ornamentation has been bleached and replaced with precious glowing natural gemstones, innovatively cut and imbedded in 18Kt gold, “thus making a simple unfussy yet glamorous mix of laid-back luxury.”

The collection also re-introduces an historic gemstone cut called Dandelion, which, the company claims, has totally moved out of all markets, even internationally, and presents a perfect rarity today.

Speaking on the aesthetics of the collection, IVA, Beate Stenfield, Head of Product Innovation, Tanishq says, “In her quest to be simplistic yet modern, the Indian woman has come a long way. In times of visual overload, she seeks for the timeless beauty and serenity of a fresh aesthetic in her adornment. While the contemporary woman dabbles with several roles today, she is able standout and expresses herself with elegance and simplicity, wherein her accessory becomes a statement.”

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Neeta Nair

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