The coming together of couture and jewellery in a collaborative endeavour is a mutually beneficial exercise for both jewellery brands and fashion designers. Suneeta Kaul takes an in-depth look at some of the collaborations that turned out well

The trend of jewellery brands collaborating with fashion labels is well and truly catching on. It is a mutually beneficial exercise – both the collaborating parties get to extend the sphere of their influence, reach a wider audience and create a buzz around themselves. In order for a collaboration to work, both parties need to share the same values and have a similar design aesthetic. A lot of thought has to go into the partnership if it has to succeed, and diverse talents have to combine seamlessly so as to offer customers a unique and compelling product, and a memorable experience. SOME COLLABORATIONS THAT WORKED In recent times, a number of renowned jewellery companies have collaborated with big names from the fashion industry to promote their brands, with encouraging results.

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