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Journalism of Courage
Tanishq,one of the leading jewellery brands in the country,launched its first sub-brand Mia,a line of jewellery especially designed for working women. The line comprises two distinct design directions — modern and ethno contemporary and at hand are earrings,finger-rings,pendants and bangles with a twist.
“Mia is a brand meant for women on the go,women engaged in various professions,with a well-established accessory ensemble,except jewellery. Fine jewellery that working women buy is mostly for traditional occasions,and there is a lack of daily wear jewellery in the market. Precisely why Tanishq,the National jeweller of India has put together a wonderfully crafted,well-designed jewellery collection,which will make them love to go to work,” smiles Sandeep Kulhalli,Vice-President,Tanishq.
Talking about the collection,Revathi Kant,Design Head,Tanishq,said,”Mia is a tribute to today’s working woman. The design inspiration is derived from an in-depth understanding of her life. This collection is high on the design quotient,light in weight,affordable and apt for today’s modern woman.”
The designs in Mia collection incorporate fine geometry,complexity and textures. The assortment captures floral graphics,abstracts and hint of colours through the use of mother of pearl. The forms are voluminous yet light,with techniques such as electro-forming and filigree-casting giving the line a new,unique look.
Apart from the collection itself,Mia’s online campaign is unique. From a pre-launch micro site ( http://bit.ly/WhatareYouMissing ) that built the curiosity of the audience,with thought-provoking videos of real working women,to an interactive video catalogue,the response to the campaign has been overwhelming.
The Mia line of fine jewellery has over 100 designs and is priced at Rs 5,999 onwards. The collection is available across 130 Tanishq outlets in over 76 towns.
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