Tanishq launched the exclusive summer edition of its wedding jewellery sub-brand, Rivaah. Every piece of wedding jewellery in India is symbolically tied to a ritual, and bearing this in mind, Tanishq unveiled new designs for the millennial brides-to-be.
The Rivaah wedding collection is available in capsules for brides of different communities across India.
Marrying the famous embroidery crafts from various states of India with jewellery lines, the new edition adds contemporary aesthetics to regional motifs. Embroidery crafts such as Phulkari, Gottapatti, Sujani, Kashida, Kantha etc. come alive with jewellery karigari techniques like Spring wire, Chandak work, Filgree, Rawa work and more.
Addressing a virtual press conference on 9th April, Ajoy Chawla, Chief Executive Office, Jewellery Division, Titan Co. Ltd., noted, “Rivaah was launched some years ago and today, it contributes nearly 22% of the total jewellery sales of Tanishq. The collection heralded our entry into the wedding jewellery segment and today, it is a strong growth driver for us.”
Nearly 115 Tanishq stores have special wedding zones showcasing the Rivaah collection. Chawla was optimistic that although the times are uncertain and the country is facing restrictions in terms of movement to curb the spread of the pandemic, Tanishq is confident about the Q1 jewellery sales outlook, as the company is relying not only on prior booking of walk-in appointments, but also increased digital interface, video sales, and remote shopping opportunities for its customers.
Speaking about Rivaah, Ranjani Krishnaswamy, GM – Marketing, Tanishq, Titan Co. Ltd, said, “Weddings are undeniably one of the most memorable moments of our lives and wedding jewellery holds a special place in our hearts as it embodies priceless sentiments, symbolises our diverse ethnicities and the richness of our traditions. Rivaah by Tanishq celebrates this richness and diversity of Indian weddings from the lens of a national local jeweller.”
“With the proposition of ‘A Jewel for Every Tradition’ we speak to this new-age confident bride, who is modern in her outlook yet deeply rooted in traditional values, bringing alive the meaning and significance of every piece of jewellery in her bridal trousseau. Be it the Shakha Pola bangles or the Jadanagam, be it the Nath or the Maang Tikka – each has a significant role to play in a bride’s trousseau. As a marker of auspicious beginnings, each piece invokes divine blessings and celebrates the beautiful journey our brides are to take.”