My project was to design three jewellery collections – “Yoga,” “Ginkgo,” “Best of Craft” - for Tanishq USA market.
One of the courses I studied at NID was about jewellery where I’d got a chance to understand its basics. I knew that I would never work in the jewellery industry looking at how these big brands worked. However, Tanishq has always been on a positioned level when it comes to design and their retail experience. They have portrayed themes and various collections merging the traditional taste of India with modern India. My approach was simple keeping in mind what the new Tanishq USA is about.
The project scope was: information collection and analysis; perceiving jewellery preference in US, and their buying patterns; jewellery trend analysis in US market understanding current trends and identifying them; understanding US and international jewellery brands; market study and competitor analysis, their design language and price points; understanding Tanishq as a brand, its philosophy, visiting Tanishq stores; understanding various jewellery and its features, finer details and its price points; getting sensitized towards gemstones, precious materials, details in jewellery; learning about costing, price points and manufacturing process; and factory visit.
Learning and exploring many things about jewellery while working in Tanishq was an incredible experience. It has given me an opportunity to understand working with gold better. The diploma project taught me to grow as a designer and a professional. The design processes taught at NID helped me in the process of designing at Tanishq in the form of concept, ideation, and exploration. This also helped in making the team members understand a design process through an individual point of view.
