Embodying the modern Indian women and their individual taste, Tanishq, India’s largest jeweller, today launched ‘IVA’ – a new fashion jewellery line in 18-kt gold to celebrate the true essence of feminism. Keeping the jewellery line minimalistic and yet contemporary, IVA also marks Tanishq’s entry into fashion jewellery space. Tanishq has tied-up with TIPS Industries Ltd., the producers of the most-awaited action-thriller ‘RACE 2’ wherein leading actresses Deepika Padukone, Jacqueline Fernandez and Ameesha Patel will be seen donning the Tanishq IVA collection in the movie.
Excited on Tanishq’s entry into the fashion jewellery space, Saumen Bhaumik, Associate Vice President & Regional Business Head - North at Tanishq, said, “We identified the need of the fashion-seeking Indian women who creates their own rules. There is currently no product offering for this set of consumers and Tanishq seeks to address this need with the IVA fashion line. The RACE franchise is the perfect ally for IVA – scoring high on sophistication, cutting edge design, latest trends and wide and popular appeal.”
Speaking at the launch of the new jewellery line, Beate Stenfield, Head of Product Innovation at Tanishq said, “In their quest to be simplistic yet modern, Indian women have come a long way. In times of visual overload, they seek for the timeless beauty and serenity of a fresh aesthetic in adornment. While the contemporary women dabble with several roles today, they standout and express themselves with elegance and simplicity, wherein their accessories become a statement.”
Further she added, “Keeping in mind today’s contemporary women, their simplistic sense of style, IVA, the latest offering from Tanishq, is an effort to discover a ‘Diva’ in every woman. Our aesthetic and contemporary designs, unique colour combinations, blend of gemstones, innovative cuts and versatile modularity ensure that special seductive ease of accessorising which instantly exudes the charm of effortless elegance.”