Tanishq, a brand from the TATA Group, is enhancing its jewellery offerings with the new ‘GlamDays’ collection for Akshaya Tritiya. This collection features a wide range of contemporary daily wear jewellery inspired by designs from around the world. The aim is to elevate women’s everyday style by combining elegance with a modern, fashion-forward look.
With over 10,000 unique designs, the collection is now available on e-commerce platforms and in Tanishq showrooms, with prices starting from Rs 15,000. Tanishq’s retail network spans more than 400 boutiques in over 240 cities.
In an exclusive interview with Adgully, Garima Maheshwari, Head of Design at Tanishq, Titan Company, explained, “This collection offers versatility in styling everyday looks. Traditionally, jewellery has been very elaborate, but more and more women now want something modern, easy, and versatile that can complement their lifestyle and looks from day to day.”
Discussing the modern woman as the target audience, Maheshwari said, “Today’s modern woman seeks a variety of pieces that can complement her style. Our collection caters to every woman’s taste and styling preference, helping them express their individuality with an elegant, unique, and fashion-forward aesthetic. The pieces blend well with different outfits, whether ethnic or western, making them a worthwhile investment.”
Commenting on popular design trends among modern women, Maheshwari noted, “Stacking and layering are very popular concepts, and statement earrings are in demand too. This collection is designed to be easy to layer with existing pieces to create a personalized look. Our designs feature three-dimensional and sculptural forms, offering statement pieces that enhance self-expression. Unique gold textures and free-flowing forms are also popular trends incorporated into this collection.”
Regarding market research for the GlamDays collection, Maheshwari said, “We studied mega trends and global influences. While the primary target audience is women aged 25 to 34, the collection appeals to any age group seeking a modern, effortlessly chic aesthetic.”
On the media strategy, she added, “Tanishq uses a holistic media approach to reach all consumer segments and age groups. We leverage social media, influencers, CRM, and e-commerce platforms, and offer a ‘Shop the Look’ feature on our website with unique content that includes styling tips and guides. This ensures maximum outreach to both existing and new customers.”
Discussing trends, challenges, and opportunities in the daily wear jewellery market in India, Maheshwari observed, “The biggest challenge is the rising gold prices, which shift consumer preferences towards lightweight and contemporary pieces. However, this also presents an opportunity to innovate with technology and design, using techniques like 3D printing, electroforming, and laser cutting to create affordable yet stylish pieces. Our focus is on trendy, global-inspired, modern, sleek, and minimalistic designs that remain relevant for our consumers’ evolving lifestyle and choices.”
Reflecting on her journey at Tanishq, Maheshwari said, “I have been with Tanishq for about one and a half years. It has been an exciting and creative journey as we cater to our diverse consumer base with our jewellery. Tanishq offers opportunities to create fascinating and innovative collections across various segments, from high-value diamonds to rich heritage gold to everyday wear, and many others.”