Emerald is a name synonymous with high-quality jewellery and enchanting designs. Being the largest manufacturer of Gold in they keep track of the newest techniques and recently ventured into the silver industry, introducing their silver brand, Zilara. Even Though the projects and research were conducted regarding the same, the global pandemic struck their plans off guard.
The team wanted to develop itself and be the brand that organizes the silver industry in India. There lies an opportunity of positioning the brand with newer concepts. The brief of the Graduation project was to design and develop two to three collections of silver jewellery that position the brand with the help of an inspiration that was connected to the deep-rooted traditions of south India to start with.
The Graduation project started with the orientation programme, which helped to familiarise me with the process and techniques in the system. This project was an opportunity to enhance my knowledge of the industry. The design process I learned from NID helped me take a comprehensive approach to the project, which was highly appreciated by the team, which they later decided to incorporate with their own.
The journey helped me to understand the properties of silver, its cultural significance in the Indian context, the ancient and shift in trends of silver accessories, learn how to identify the gaps and opportunities in the market through primary and secondary research tools and thereby find new design direction for the brand, design silver jewellery of three different styles with the same form inspiration that helps the brand to position itself among the millennial women, understand the jewellery industry and gaining insights through thorough observations and interactions, understand the procedure and complexities in a design process and how to tackle them.
