Saeyri Artisanal Jewelry is a young brand of 2019, based out of Palo Alto, California, offering distinct designs that draw inspiration from Indian culture and heritage for the free-spirited, and looking to diversify.
Since Saeyri’s was a virtual project, it began with the brand's in-depth research, its SWOT analysis, competitor research and analysis, identification of persona and customer profile study which helped the brand understand their position in the market, along with study of manufacturing techniques. Also, a design brief was formulated for the upcoming collection.
Owing to the pandemic situation prevailing in the world, a loss of touch and connectivity was felt by people. They missed their family, and felt distant from what they called 'home'. Saeyri wished to bridge this gap by providing comfort in such trying times, by introducing the food culture followed in India, more specifically around 'spices'. This helped derive 3 final design directions from which ideas for ideation and sketching emerged. Primary research and analysis, trends and market study, all contributed to the base of the new designs, giving rise to 2 collections. Sketching was followed by making mockups for selected explorations using different materials. Active prototyping was undertaken at the artisan's end of the shortlisted designs, which was discussed over calls for feedback and refinements. All through this, one thing that was taken care of was to stick to the context and focus on keeping the aesthetic contemporary, even when the inspiration was traditional. In the later stages of the project, designs were finalised on the basis of weight as well as costing. These intense 4 months also enabled broadening of the student's capabilities, be it to challenge the potential of a material, or making something so personal that it triggers emotions in an individual.
brass, gold plated, jewellery, masala, spices
