The blend of the old and the new

Tanishq offers eye-catching trendy and light jewellery this festive season. Barnalee Handique gives you a quick look
You may find a variety of trendy jewellery in exclusive jewellery stores, but contemporary and sleek diamond jewellery set in gold and white gold that not only looks good but is easy on your pocket is hard to find. Tanishq is one brand that caters to the small but growing segment of clientele wanting to sport trendy and light diamond jewellery. The newly-launched festival collection seems to be a success story if the demand for its jewellery is any indication.
The delicate jewellery designs in diamond and precious stones are light and uncomplicated in appearance. Piyush Seth, area business manager, Tanishq, says, “We have come up with more then 4,000 designs for this festive season, keeping in mind the interest of the clientele. The jewellery collection has designs which are a blend of the traditional and the modern.”
Tanishq designs are distinct from the usual gold jewellery stocked in standard jewellery showrooms. What helps it score over its competitors is its simple and refreshing designs, and, most importantly, its affordability factor.
To give you an idea of what’s in store, here’s a peek: A magical blend of two beautiful elements — diamonds and fresh waterpearls — forms an exquisite range of earring-pendant sets. Bracelets with mesh-like band either studded with stone motifs in the centre or just held by simple designer clasps are unique. Different cuts of diamonds are adopted in different pieces to give a different look. The asymmetric look is visible in earrings too. Also on offer are a collection of pendants, earrings and finger rings with fancy cuts in white gold.
Explains Seth, “What looks good, sells fast. People are looking beyond the traditional designs these days. We felt that jewellery should be brought out of the locker. We want youngsters and college-going girls to accessorise with our trendy and light jewellery. (They otherwise mostly sport junk jewellery.) We also wanted to make the jewellery affordable, so that one could pick up pieces regularly. For every occasion, we come out with various colletions. For instance, during Valentine’s Day we had launched special heart-shaped pendants in gold and diamond priced at Rs 999.”
Keeping in mind the festive season, the brand has launched the Queen of Diamond 2010, an intiative taken to make shopping a memorable experience.
Elaborating on the new venture, Seth reveals, “This Diwali, we have organised a contest for our patrons. The entry to this contest is easily made available on the purchase of jewellery worth Rs 15,000 or more. The customer has to fill in a special form and deposit it in the drop box. These forms will be collected and send across to Bengaluru. And every week, a winner is announced storewise.”
The winners will also be judged region-wise. Later, all the entries will be collected from across the country and the winner will be chosen by a lucky draw. The final prize is a gold and diamond necklace, studded with precious stones worth Rs 50 lakh. There are assured gifts on purchase of Rs 10,000 and above. The contest kicked off nationally on October 7 across all Tanishq stores in the country.