Tanishq recently introduced Inara, the new age diamond jewellery collection that celebrates the promise of eternal love, strength and purity. Derived from the Arabic word, the name ‘Inara’ symbolizes the shine or illumination which seamlessly marries aesthetics and intelligent engineering which is perfect for an ultimate diamond jewellery collection. Displaying an exquisite ensemble of more than 120 unique designs, Inara comprises of diamond jewellery pieces across necklace, bangles, earrings and cocktail rings. Priced between Rs.2 lacs and Rs.6 lacs this collection will leave all customers spoilt for choice.%% Commenting on this introduction in the diamond jewellery segment for the modern Indian women, Sandeep Kulhalli, Vice President, Retail and Marketing, Tanishq, said, “We are delighted to present a collection of innovative designs that represents every woman’s personality, crafted in real diamonds. This collection perfectly marries both the traditions of yesteryear with the modern interpretation of fashion. Diamond jewellery today is considered to be the beautiful armour for every woman’s life. Inara perfectly blends in the modernity and exclusivity aspect. This collection has been designed keeping in mind the choices and preferences of a contemporary Indian woman” Speaking on this occasion, Revathi Kant, General Manager- Design, Innovation & Development – Tanishq, said, “Diamond signifies beauty, strength and purity and Inara embodies each of these traits. At Tanishq our aim is to design diamond jewellery which is simple, yet makes a statement. This collection has various innovative settings and diamond cuts which make the entire piece look very elaborate. This collection is vibrant and timeless which can be worn day or night, dressed up or down.” “Every piece in the Inara collection is backed with detailed research on diamond jewellery requirements of modern Indian women. We are sure that Inara will have an appeal to women across India.” Revathi further added.%% According to the recent Titan Industries Paradox Panel report, rewards like international holidays and luxurious experiences motivate millennial consumers and patrons more. Kaustav Sengupta, Associate Professor, NIFT and Youth Trends analyst and one of the panelists in the Paradox Panel said, “The simple fact that gold is traditionally considered as an ‘asset’ (primarily) which is ‘mass’ and still within reach of middle class is making diamond more desirable. The desire of diamond among female is similar to the desire of a luxury car among male. The aspiring women in India are mostly first generation rich raising from their humble middle class territory to upper class. Diamonds are rare and its sharp cuts and finer shine makes it more desirable.”