Bright posters of South Indian brides along with Deepika Padukone as Padmavati adorn the walls of the Tanishq store on East Veli Street now. The showroom underwent a makeover of the counters on the first floor to dedicate the entire space to wedding jewellery under a new series called the Rivaah, a combination of the words ‘rivaaz’ (rituals) and ‘vivaah’ (wedding).
A whole range of dazzling statement items drawn from Tanishq’s earlier series Divyam and Shubham inspired by temple jewellery and the latest Padmavati (as done for the film) are now clubbed and showcased as Rivaah. The jewellery pieces have been crafted to suit every occasion from the haldi ceremony and sangeet to the big day and the reception evening. The striking amalgamation of ornaments is not just captivating to look at. They are also conversation pieces that invite people to think and debate about our traditions and culture.
“Basically, everything traditional is new again,” says Sridevi Suresh, the franchisee store owner, “and the idea is to make it attractive to the new generation brides with exquisite attention to modern designs and appealing details.”
Tanishq largely known for its casual, elegant and delicate jewellery has consciously decided to go robust and assert a prominent presence in regional wedding jewellery. The perfection and finesse has been achieved in a very well design-differentiated manner.
For instance the traditional South Indian wedding piece, the Kasimalai, has been finely crafted according to the size and weight of the coins strung together and are design and colour specific to every State’s tradition, explains Sridevi.
“The Kasimalai adorned by Tamil brides is different from the ones worn by brides in Kerala. The colour tone of the gold is different in each case and so is the workmanship in design,” she adds showing the finely crafted pieces.
Likewise the kamarband (waist band) or the statement necklace and the earrings have all been redefined with a symbolic history of the past and the sparkle of the present. The goal is to inspire the modern day young brides with jewellery that sticks to traditions and takes on a new meaning with a bling. “The goal is to enhance the look,” she says.
Earlier bridal jewellery meant only gold. Now, the tastes and choices of modern Indian girls are evolving and that is why Tanishq has incorporated more diamonds and other precious stones into its latest collection boasting over 5,000 designs.
Any bride-to-be can walk in and choose cross-culture items from the traditional vanki (armlet) of a Kannada bride, the mugujaray of a Tamil bride to the maang tika of a Punjabi bride, the kundan choker of a Rajasthani bride or the big kadas of a Bengali bride. “The exquisite designs representing different communities have been reinterpreted to appeal to the young girls,” points out Sridevi, who has gone a step further in her store.
It was her brainchild to set up an exclusive photo booth, a look alike of a mandapam for the bride-to-be to understand what exactly she would need to go with her attires. “If they want I even make them wear a sari and then adorn the jewellery they intend to purchase and sit under the focus lights to get a fair idea of how they look and how well the set is matching their attire,” says Sridevi. After all, if a girl’s dress makes the wedding, then surely the jewellery she wears makes the dress!
The photo-op idea has been a hit with the customers and the girls are happily trying on the tikka to the jhumkas and the naths (nose rings), bangles and the traditional haath phools (chain that connects the bracelet to individual rings on the bride's fingers) to the payals (anklets).
The Padmavati range under the Rivaah collection is also generating much curiosity among customers. While a heavily bejewelled Deepika Padukone stares out of glossy posters inside the showroom, one gets to see the real pieces -- spectacular designs in necklace sets, chokers, ranihaars, jhumkis, hathphools, bangles, borlas, naths and maangtikkas. Each piece is resplendent with the glory of a bygone era. “With Padmavati, the company reinterpreted the time-honoured techniques of traditional Rajasthani craftsmanship like elaborate meenakari, intricate Jadau, exquisite kundan work and beautiful miniature paintings,” says Sridevi.
The new range Rivaah has an edge also because much of it has been designed as prêt collection. “It can be worn on multiple occasions depending on the style,” says Sridevi.
And the cost? Jewellery from Rivaah starts at Rs.100,000.
Well, the elements of wedding include vintage elegance in your personalised choice and style, there is a graciousness of indulgence and an essential dollop of glamour. “When you buy quality, adds Sridevi, “it is an instant heirloom.”
