I am Anna - Eventfaqs

IN FOCUS
Contributing at IIJW, Gitanjali presented the opening
show of the fashion week called “Jewelsouk presents
Gitanjali-Beti”. The Gitanjali event brought together
jewellery and fashion with forty prominent personalities
from the world of films, TV and business walking the
ramp in support of Beti, an NGO movement against
female foeticide spearheaded by Anu Ranjan.
Talking about the
show, Royston
Fernandes, Business
Head Events,
Gitanjali Group said:
“Being a jewellery
brand, this was a
unique presentation
by the group which
caters largely to the
women population
and hence the idea of
associating with this
cause to highlight
Royston Fernandes women as the
ultimate canvas to
the mothers and daughters of tomorrow. Each celebrity
star walked the ramp accompanied by her daughter
sending out a strong and unequivocal message against
the rampant practice of female foeticide.”
Another participant at IIJW, Tanishq was associated
to showcase its latest introductions, innovations and
designs. Last year, Tanishq showcased the Zoya
collection from the house of Tanishq. Zoya had just
been introduced a while before and Tanishq saw it as an
opportunity to showcase the various collections. This
year, Tanishq showcased the Nizam collection which is
inspired by the jewellery worn by the Nizams. Tanishq
is reviving this dying art since it feels that these items
are worth being handed down generations as heirloom.
Speaking about the
benefits the brand
gets by participating
at IIJW, Koshy
Cherian, Area
Business Manager,
Tanishq said: “Tanishq
believes in below
the line and word
of mouth and relies
on the power of its
outreach. Apart from
publicizing the same
Koshy Cherian
at our stores, we
believe the designs
seen by customers will be eye candy for fresh walk-ins
to come and un-earth at our stores. The good part of
this platform is that we get other jewellery customers
to come in and witness our creations. There have
been crossover customers from such activities. We
4 September 2011, EXPERIENTIAL MARKETING 31
usually manage most of our events on our own. The
fashion shows were choreographed by Lubna Adams.
The entire event was designed and co-ordinated by
Madhavi Sahu, the company designer from the Tanishq
Design Studio.”
Amrapali’s show claims to have been extremely well
received at IIJW and received positive reviews of their
collection, concept and presentation of the entire show.
The amalgamation of the jewellery with the adornment,
the models, the music and the final result was much
appreciated.
Amrapali’s collection showcased the ‘Best of Amrapali’
– a range of authentic silver, art deco and gold jewellery.
The collection included pendants, cuffs, earrings,
bracelets, necklaces, rings with an array of styles and
choices in every ornament and a bold accent of colours
and unique designs.
The shapes and styles were ornate – curving, twisting
and turning. Ornate hair ornaments adorned the models
as they walked the ramp. The collection showcased
captured the essence of Jaipur, rough and non-lustrous
stones in shades of brown, red, orange and other warm
colours were used to give an ethnic look. Amrapali reworked
its new range of Jadau jewellery, combining it
with full-cut diamonds and Polki, collectively. Amrapali
also re-invented some old designs in its ornaments.
Another highlight of the show was Bollywood actor
Kangana Ranaut who sported an elaborate uncut
diamond set in traditional Rajasthani Jadau jewellery
and was also wearing a creation by Masaba Gupta,
who had designed the entire collection exclusively for
the show.
Throwing some light
on their show, Tarang
Arora, Designer and
Head of International
Operations, Amrapali
Tarang Arora
said: “India International
Jewellery Week is the
single most prestigious
platform for a jewellery
brand to showcase on.
The brand exposure is
tremendous as it sees
crowds of potential
buyers, customers and
fashion connoisseurs. A
highly promoted event, the media coverage is expansive
giving leverage and impetus to each participating brand
thereby, relaying it to a larger audience. There were
a number of reputed brands that participated at IIJW
drawing in an impressive audience as well. The level of
showcase was undoubtedly of a high standard with some
innovative ideas and display of creativity beautifully
complemented by the jewellery pieces at the shows.”