Young Designers 2011

		Young Designers 2011
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Avantika Kumar | avantika.dhr@gmail.com

Ornamental Accessories for Women

Lifestyle Accessory Design | PGDPD
Guide: Shimul Mehta Vyas
Sponsor: Amrapali Jewels Pvt. Ltd., Jaipur

Keywords
Ornamental
Semi-precious
Silver
Jewellery

The main objective of this project was to develop a range of ornamental women’s accessories in silver and semi-precious gemstones that were inspired by the lotus flower. The brand Amrapali is known for making jewellery and gift articles. Venturing into ornamental accessories was an entirely new ball-game for them. Hence, I had to get a grasp of the nature of the products and an understanding of the kind of consumers I had to design for.

The design process involved understanding Amrapali comprehensively — as an organization, its design language and clientele. The client study involved understanding the target consumer and building consumer personas so that a range of accessories could be designed for them. The accessories thus produced, were inspired by the lotus flower. This also involved a study on the lotus and understanding the various tangibles and intangibles associated with it.

The end deliverables were jewelled metal components which were to be applied as belt buckles, key-chains, hair-bands, hair-brooches, bag charms etc. This collection comprised four themes, which explored the different moods of the flower through four different personas such as Urban Cool, Ethnic Vama, Boho Chic and Mosaic Soul.

This project has given me the opportunity to understand better the art of jewellery-making and the technicalities involved. It has unearthed a strong aesthetic sense that was lying deep within me. I learnt about the traditional ways of ornamentation on metal and applied them in an unconventional and contemporary way. When I look back at my work, I see a strong growth in the learning that I imbibed as each theme of the collection went into production.