Garima Maheshwari on how Tanishq is redefining daily wear jewellery

Tanishq, from the TATA Group, is looking to enhance its offering with the launch of its ‘GlamDays’ collection on the occasion of Akshaya Tritiya. The collection features a versatile range of contemporary daily wear jewellery derived from designs worldwide. Its objective is the elevation of the everyday style of women, amalgamating elegance with a contemporary fashion-forward aesthetic.

The collection, which currently has more than 10,000 distinctive designs, is now available in e-commerce platforms and Tanishq showrooms, with a price range starting from Rs 15,000.

Today, the Tanishq retail chain is spread across more than 400 boutiques in over 240 cities.

Speaking about the new collection in an exclusive interview with Adgully, Garima Maheshwari, Head of Design, Tanishq, Titan Company, said, “This assortment of modern daily wear jewellery pieces offers versatility in styling everyday looks. Traditionally, jewellery has been very elaborate, but more and more women now want something modern, easy, and versatile that can complement their lifestyle and looks from day to day.”

Speaking on the target group – the modern women – Maheshwari elaborated, “The modern woman today seeks a variety of pieces that can complement her style. We offer over 10,000 unique designs in this collection, catering to every woman’s taste and styling preference. Our pieces help express individuality, integrating a very elegant, unique, and fashion-forward aesthetic into daily life. This collection includes pieces that blend well with different outfits – ethnicwear or western – making them a worthwhile investment.”

Sharing her observations on the design trends that are most popular among modern women currently, she said, “In terms of design trends, stacking and layering continue to be very loved concepts, and statement earrings are very in too. This collection is designed to be very friendly for layering and it could be easily combined and layered with one’s existing pieces to create a very personalized look. Our design features 3 dimensional and sculptural forms, offering statement pieces that enhance self-expression. Unique gold textures and free-flowing forms are also popular trends which have been integrated into this collection.”

She further added, “Market research for the GlamDays collection involved studying mega trends and global influences. The target audience is primarily women aged 25 to 34, but the collection appeals to any age group seeking a modern, effortlessly chic aesthetic.”

On the media mix strategy, she said, “Tanishq employs a holistic media approach to reach all consumer segments and age groups. We leverage social media, influencers, CRM, and e-commerce platforms, and offer a ‘Shop the Look’ feature on our website with unique content that includes styling tips and guides. This ensures maximum outreach to both existing and new customers.”

Speaking on the trends, challenges, and opportunities in the daily wear jewellery market in India and the evolution of consumer behaviour, Maheshwari noted, “The biggest challenge in the daily wear jewellery market is the rising gold prices, which shift consumer preferences towards lightweight and contemporary pieces. However, this also presents an opportunity to innovate with technology and design, using techniques like 3D printing, electroforming, and laser cutting to create affordable yet stylish pieces. Our focus is on trendy, global-inspired, modern, sleek, and minimalistic designs that remain relevant for our consumers evolving lifestyle and choices.”

Speaking about her journey in Tanishq, Maheshwari said, “It’s been about one and a half years for me at Tanishq, which has been very exciting creatively as we cater to enthrall our diverse consumer sets with our jewels. Tanishq offers an array of opportunities to create fascinating and innovative collections across various segments from high-value diamonds, to rich Heritage Gold to everyday wear, and many others.”

Also Read : Tanishq Tops YouGov Recommend Rankings 2024 in India