Karan Johar Presents Tyaani Fine Jewellery: A Modern Take On Tradition

Tyaani.com the world's first and only Polki Jewellery store online, launched its offline flagship store with Karan Johar in Bandra (W).

: IJ News Service
04 October 2017 10:01 AM
Reference: 11082

Tyaani has set its sights on providing the Indian woman with gorgeous, affordable and wearable Polki Jewellery! Tyaani fine jewellery is the pret offering from the house of Satyani Fine Jewels along with producer, director, writer, talk show host with the most, Karan Johar.

With the launch of Tyaani fine jewellery, Karan brings his distinctive touch to the worlds of jewellery and retail. Made with a proprietary gold rolling technique, thereby making the jewellery light yet retaining the required quantity of gold, each handcrafted piece is truly a work of art. 

Every piece of Tyaani jewellery is set in 22 karat gold. With unparalleled prices starting at INR 10,000/- going up to INR 99,000/-, every piece is EGL Certified, making it one of the first polki brands to be internationally accredited! ​​Made with a Proprietary Gold Rolling technique, thereby making the jewellery lighter yet retaining the required quantity of gold, the brand is ‘light’ on both the ear and the pocket. And so, Tyaani jewellery makes for not only the perfect gift but also the perfect travel companion for those destination weddings.

Shravan Satyani of Satyani first approached Karan Johar to discuss creating a line of bridal jewellery inspired by his unique brand of cinema and the many iconic looks they have spawned. However, Karan believed that what the Indian woman really needs is a fast-fashion equivalent of jewellery. Jewellery that is traditional yet modern, Indian yet international, and designed for everyday wear, not just for special occasions.

The launch of the flagship store was an afternoon preview hosted by the vivacious Neha Dhupia who was seen in a fun tete a tete with Karan Johar for the launch of his brand Tyaani, touching upon jewellery , fashion, films , style , online shopping addictions et al.

Speaking about the line, Karan says “The challenge was to create a shift in how polki is worn - from just being bridal and trousseau wear to being something you can wear to work or an evening out with friends.”

Shravan Satyani elaborates how Karan’s inputs extended from the design of jewellery to the branding and distribution. “The line features handcrafted yet lightweight Necklaces, Bracelets, Pendants, Maangtikkas, Jhumkas, and multi-hued Chandbalis starting at Rs. 10,000/-, and Karan believed that an online store would be ideal for this line. So we launched Tyaani.com as our online store while also setting up a flagship retail store in Bandra, Mumbai.”

With 20+ years of experience in the jewellery industry and their exquisite designs, Tyaani has its beliefs set in stone - design focused, as compared to volume driven, they have a total of 1200+ pieces spread over 13 categories – each one unique and different, a definite add to our swish list!

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