Jewellery now part of mainstream fashion?

Statement making haute joaillerie has entered the mainstream fashion industry in a big way - and the recently concluded Lakme Fashion Week (Summer/Resort) 2011 is ample proof of this.

Post By : Roli Gupta On 06 April 2011 4:48 PM
In yet another initiative, the {{Diamond Trading Company}} has put together seven creative heads together to identify current trends and themes in the market. The first of its kind in India, DTC’s Design Panel includes fashion photographer {{Ashok Salian}}; make-up artist {{Cory Walia}}; jewellery designers {{Farah Ali Khan}} & {{Neelam}}; fashion designer {{Rocky S}}; art director {{Sharmishtha Roy}}; and Editor of L’Officiel, {{Superna Motwane}}.
The diamond design panel or Diamond Reflections Panel will translate these trends into jewellery designs and forecast themes twice a year.
The themes suggested by the panel for the next six months include Nature in Motion, Vedic Balance and Country Hues. Designers {{Amisha Khanna}}, {{Gunjan Suri}} & {{Shachee Mehta}} will apply these themes to diamond jewellery which will be showcased at the Diamond Odyssey in February 2006.%%{{Cherie Tandon Saldanha}}, DTC India marketing director, said, “It is with great pride that DTC presents the Diamond Reflections Design Panel which constitutes the best creative minds from the fields of fashion and design. This initiative by the Diamond Trading Company will ensure that we, together as a team, will be able to take diamond jewelry trends and designs to new heights in India.”%%”The Indian diamond jewellery market is extremely design centric. This initiative, DTC believes will go a long way in bringing cutting edge themes and trends to the diamond jewellery market. Our intention is to bring design trends and themes to the diamond jewellery trade and the Indian consumers,” she added.
Best Designs to be Awarded%%Based on these themes it has thrown open a contest winners of which will be announced next year. In an exclusive interview said Cherie Tandon Saldanha, Marketing Director of {{DTC India}}, ‘the contest will reveal ‘how they (retailers) have been able to take it and creatively extend it.’ She also goes on to disclose the strategy adopted by DTC to implement this project. Excerpts:%%What is the strategy DTC plans to adopt to implement Diamond Reflections?%%We are actually going to showcase it to around 400 leading retailers. From thereon we are throwing open a contest. This contest would invite entries from everybody who would send in their entries based on these themes. The winners of which will be announced next year at the Diamond Odyssey in February.%%There will be a new set of awards?%%Yes, there will be a whole set of awards in each of the categories based on the themes. There will be leading awards in each of the themes in terms of uniqueness, creativity, how they have been able to extend this design, how they have been able to open the boundaries… Diamond is complemented by any metal and there is no restriction on the metal that is to be used. We look forward to any kind of metal, any kind of additions to make it more special because each diamond is unique.%%Are the designs based on the themes too heavy?%%We picked up some designs which could lend themselves to be made small or very big. For example the design on wind, one could take just two strands to represent the wind or you could have a lot of wind. The themes which were shown here and the actual design could be slightly bigger but you can bring it down or take it higher. That’s the beauty of what the theme is and what the designers have been able to predict it.%%How do you plan to market this to the consumers?%%We are spreading awareness through the media and as consumers get used to it we are going to take it to retailers. We will be publicizing. Just prior to Diwali we will be printing 20 lakh copies of a small booklet explaining these themes and designs which will be inserted in magazines and newspapers.

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