Tanishq Launches Work Wear Jewelry With 'MIA'

Tanishq, one of the leading jewelry brands in the country, today launched its first sub-brand Mia, a line of jewelry specially made for working women. Mia has been particularly designed for today's working women who until now had not much of a choice with the formal line of jewelry. The line comprises of two distinct designs directions, one in the modern and another in the ethno contemporary space; spread across modern silhouettes of ear-rings, finger rings, pendants, bangles with a twist.

Speaking on the occasion,Sandeep Kulhalli, Vice President, Tanishq said, "It is indeed a proud moment for Tanishq to launch its 1st sub-brand, "Mia'. The brand is meant for women on the go, who are engaged in various professions and have a well-established accessory ensemble, unfortunately excluding jewelry. Fine jewelry that working women buy is mostly for traditional occasions, and do not have an offering for their daily wear in the market. Tanishq, the National Jeweler of India is best suited to understand the needs of these consumers and has put together a wonderfully crafted, well designed jewelry collection, which will make them love to go to work!"

Talking about the collection, Revathi Kant, Design Head, Tanishq, said, "Mia is a tribute to today's working woman. The design inspiration is derived from an in-depth understanding of her life. This collection is high on design quotient, light in weight, affordable and apt for today's modern woman."

The design in Mia collection incorporates fine geometry, complexity and textures. The assortment has captured floral graphics, abstraction and hint of colors through the use of mother of pearl (MOP) which is a key feature. The forms are voluminous yet very light with techniques such as electroforming and filigree casting that have helped to impart the new look.

Apart from the collection itself, yet another feature that sets it apart is its online campaign. The digital strategy crafted for this very unique jewellery line is equally inspiring. Right from a very exciting start with a pre-launch micro site (https://bit.ly/WhatareYouMissing) that built the curiosity of the audience with thought provoking videos of real working women, to a first of its kind interactive video catalogue. The response to the campaign has been overwhelming with the attention of over thousands of working women.

The Mia line of fine jewellery has over 100 designs and is "a dream come true' for over 5 million working women in India who didn't have a one stop shop for formal jewelry wear until now.

Priced at Rs 5,999 onwards, the collection is available across the 130 Tanishq outlets in over 76 towns.