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DESIGN PROCESS Identification of Opportunity Creation of Brief

Research (consumer lifestyle, accessory/ jewelery budget etc.)

Identification of Key Findings (production techniques)

Design Language (Planets & orbits, stars, big bang.)

Sampling of new production techniques

Design Development Proto Development Customer &Retail feedback Final Product Feedback (from TG) (changes if any)

Mass Production Market launch


CONSUMER RESEARCH We get such big necklaces in 5L at other jewelers!!

Diamonds are beyond budget .. May be next year !!

Aspire to wear diamond Some different design & not phool patti everytime

Tanishq should launch a nice designer diamond collection I go to my local jeweller & get such big pieces.. Don’t get that in tanishq!


IDENTIFIED THE OPPURTUNITY India is one of the largest markets for jewelery purchase in the world and Indian consumers are constantly searching for newer designs and offerings. With the unexpected rise in the gold & diamond prices there has been a huge effect on the sales volume as a result of which the consumers are looking out for options of jewelery that gives them ‘true value’ for money.

To keep going, jewelery manufacturers continuously need to reinvent themselves. Identifying this opportunity, we thought of giving our customers the true value for money that they are looking for along with the trust of the brand and the assurance of the diamond quality and the gold purity, unlike competition. Therefore, the products in the collection are judiciously designed to give a very high perceived value by using innovative illusion settings and diamond cuts. These innovations give a perception of much higher caratage as compared to the actual diamond content in the piece making it look elaborate with a big spread.


TARGET AUDIENCE

• • • •

Contemporary Indian women She is progressive, fashion-conscious & design-sensitive A portion of her disposable income is spent on guilt-free indulgence on self (value for money) Wants to be unique & create an identity of her own

Their approach towards jewelry • Wedding wear (Reception wear) contemporary, exclusive, trendy, elegant designs • Special occasions  ornate, elaborate, grand designs


CONSUMER SEGMENT Mind set: Progressive & Design sensitive

Contemporary


BRIEF To offer a range of value for money exclusive fine diamond jewelery for the fashion conscious & design sensitive Contemporary Indian Woman. And to fulfill the gap of contemporary diamond studded jewelery in our design universe ranging between 2L to 5L. Looking at the current market scenario and the rising gold & diamond prices, we discovered that the purchase power is still not at par with the inflation, there was an crucial need for value for money jewelery which has a higher perceived value. Based on the above, we did an in-depth research on the techniques that could help us achieve the desired look.


PRODUCT CATEGORY & NUMBERS Product

Price point Studs

2-3L

Chandeliers

2-3 L

Earring

Finger Rings

Cocktail

2-2.5 L

Attributes

Should have the look of 3 L plus

Traditional Style with National Appeal Traditional Style with National Appeal

2-3 L

Should have the look of 4 L plus

Traditional Style with Colour Stones Detachable Option also can be worked out

2-3 L

Should have the Look & Spread of 5 L Plus

3-4 L

Should have the look & Spread of 6 L Plus

4-5.5L

Should have the look & Spread of 8L Plus

2-3 L

Full round

3-4 L

Bangles

Pendant Sets

Set 2

Necklace Sets

Total

Contemporary & Modern intepretations of theme

Should have the Look of 6L Plus

Full round

Qty Qty

Traditional Style with National Appeal No Negative 27 Should have the Look of 4 L Spaces Plus Contemporary & Modern 18 intepretations of theme

Cocktail Rings

With omega chains -Slider type - Colour stones Optional

Style

Traditional Style with National Appeal - No negative Spaces Traditional Style With National Appeal - No Negative Spaces Traditional Style with National Appeal - No Negative Spaces

27 18

18

18

12

12

12

12

12

24

10

20

15

30

15

30

139 191


RESEARCH & SAMPLING Illusion plates & different kinds of settings that helped to give diamond bigger look & sparkle.

Illusion star

Nick setting

Illusion Princes

Cup setting

Illusion Pear

Compact setting

Blossom Plate

Illusion Mq


RESEARCH & SAMPLING Fancy shapes created through Pie cuts, kite shaped diamonds and baguettes used to create a higher perceived value for the product


RESEARCH & SAMPLING Price comparison of actual round diamond Vs same size through various illusion plates

Price comparison of actual Fancy shapes Vs those created by rounds Oval shape Diamond Size 6*4 Carat wt 0.40cts Selling price SI2 GH 71914/-

Pear shape

Heart shape

5*5

6*6

0.40cts

0.40cts

61035/-

68680/-

1.45(2nos) 1.55(1nos) 2.05(1nos) 1.75(2nos)

1.05(2nos) 1.25(5nos) 1.45(2nos) 1.65(1nos)

0.123

0.101

8991/-

7165/-

Pressure setting

Round cut dia's & size

1.15(4nos) 1.35(2nos) 1.55(2nos) 1.75(2nos)

Carat wt 0.128 Selling price SI2 GH 9052/-


WAY FORWARD‌

Based on the above research & sampling we selected the various kinds of illusion plates, illusion setting and fancy & unique diamond shapes to offer the required high perceived look to the collection. We decided to use 18K yellow gold in combination with white rhodium plating to accentuate the diamond appeal Along with finalizing the various techniques to suit the collection we also studied & researched diverse trends to acquire a suitable theme for the collection to derive the accurate form language and style that would appeal to our design sensitive consumer segment.


TREND ALERT – SPACE INSPIRED PRODUCTS


DESIGN STORY

Inspired by Ether - the endless, formless element of space


INSPIRATION INARA draws on the awe inspiring visuals that flash in the mind’s eye when we imagine planets and orbits and is captured with beautiful diamonds judiciously set in illusion plates. Constellations, Starburst, Orbits, Meteor shower etc. form the inspiration for this collection.

Innovative shapes and cuts of diamond will be used together to give Solitaire look eg. Pie cut Illusion setting techniques will be used where the centre diamond is bigger to enhance the luster and create an illusion of a single big diamond. Very high on design as we need big spreads with less metal and diamond area. Most of the designs will be manufactured in Yellow gold, only the top is White rhodium plated to enhance the diamond look.


INSPIRATION The five sub inspirations are:

BIG BANG: Soaring through the cosmos this explosion started the expansion of the universe, embarking its existence and creation. The grand beginning of the universe forms the backdrop for these pieces of jewels which literally burst out with brilliantly flashing diamonds. STAR: Suspended in the atmosphere above, these carriers of mysterious worlds twinkle and glitter in the skies afar. A dream or a symbol of hope, diamonds shining like million stars make the jewelry scintillating and highly desirable. GALAXIES: Suspended in the vast universe the family of stars, spin unknown gigantic spirals. This inspiration draws on the vastness and presence of celestial Gems suspended in cosmic void giving the wearer an ethereal feeling. METEOR SHOWER: A cosmic show, with thousands of streaking light strobes, that pierce the night sky for an impressive celestial display. Similarly these pieces have diamonds sprinkled to simulate the meteor shower which twinkle with every movement or burst upon the senses with a brightness that we are all drawn to. PLANETS & ORBITS: Floating through the space these orbiting wonders represent pristine elements of the space unfold the silent worlds that exist somewhere up there.


COLLECTION HIGHLIGHTS

•Mainstream appeal - Pan India. •Classic styling with a touch of contemporary look. •Predominantly all white diamond look. •True value for money. •Use of innovative illusion techniques. •Perception of much higher cartage compared to the actual diamond content. •Very large spread for relatively much lower price. •A range of over 150 products . •Diamond quality SI2 GH , Price points 2-6 lakhs.


Design Conceptualization & Finalization

The beautiful earring takes its inspiration from graphical representation of a Flower


starburst

galaxies

orbits & planets

FEW CONCEPTS

big bang

meteor shower


CHALLENGES DURING DESIGN DEVELOPMENT

•The correct balance of negative & positive areas to give a fuller feel •Fitting an elaborate concept of ‘universe’ in smaller price bands •Correct combination of various illusion setting to make them look aesthetically appealing •Achieving a diamond intensive look in bigger products with lower price bands •Making the right choice of metal visibility in a design •Using illusion setting in a way that they don’t make the jewelery piece look cheap.


EXTENSIVE SAMPLING PROCESS


CHALLENGES DURING PRODUCT DEVELOPMENT

•The risk was very high in this collection as we were trying new illusion techniques for the first time. •Even though we believed in the Design look that we had foreseen for this collection we were always skeptical as to how the final products would come out. •Required more time for Research & Development and QA to work along with Design. •Extremely complex, experimentative and not tried before products. •Challenge to maintain lowest possible gold wt inspite of using huge quantity of illusion plates •Convincing the vendors on the required product look •Series of experiments done with illusion plates to achieve the closest solitaire look. •Challenge in combining different kind of settings in a single collection. •Combining more than one illusion setting in a single piece to achieve the desired look.


WHAT WORKED FOR US..

First time usage of illusion plates by vendors Design and Product development team supported vendor to understand the setting, quality required, procurement possibilities etc.

New Ideas for Illusion plates from Design Studio - Baguette Cup Setting This illusion setting really enhanced the look of small baguettes, making them look at least twice of their actual caratage.

Product Look Inspite of predominantly using Illusion plates in the collection, the products look rich and vibrant because of the judicious usage of the plates mixed with prong and pave elements in a way that illusion plates didn’t became very apparent.


DESIGN INTERPRETATION


METEOR SHOWER A cosmic show, with thousands of streaking light strobes, that pierce the night sky for an impressive celestial display.


METEOR SHOWER


METEOR SHOWER


STARS AND BRILLIANCE Gliding in the atmosphere above, these carriers of mysterious worlds, twinkle and glitter in the skies afar.


STARS AND BRILLIANCE


STARS AND BRILLIANCE


GALAXY Suspended in the vast universe these family of stars, spin unknown gigantic spirals


GALAXY


GALAXY


BIG BANG Soaring through the cosmos this explosion started the expansion of the universe, embarking its existence and creation


BIG BANG


BIG BANG


PLANETS AND ORBITS Floating through the space and orbiting wonders these pristine elements of the space unfold the silent worlds that exist somewhere up there.


PLANETS AND ORBITS


PLANETS AND ORBITS


PRICE vs LOOK COMPARISON

v/s Spread of a 5 L Inara neckalce

Regular Tanishq necklace worth 6.25 L


PRICE vs LOOK COMPARISON

v/s Spread of a 6.5 L Inara neckalce

Regular Tanishq necklace worth 6.5 L


PRICE vs LOOK COMPARISON

Look of a 5.9 L Inara bangle

Regular Tanishq bangle worth 6.6 L

Look of a 4L Inara bangle

Regular Tanishq bangle worth 6 L


CUSTOMER FEEDBACK POST LAUNCH

Long awaited collections in diamonds !!

Really affordable diamonds !! An amazing bangle range .. A REAL VALUE FOR MONEY !

Greats Designs !!! Never seen before‌ Look forward to more such designs!


RETAIL FEEDBACK FROM TANISHQ STORES PAN INDIA Delhi Mumbai Chennai Bangalore Ahmedabad Pune Hyderabad Kolkata Chandigarh Indore Baroda

Awesome designs!!. “ We always wanted a diamond collection like this. This collection is surely a HOT CAKE ! Great look and wonderful prices. Good designs, Affordable.. Love the designs !!! Unique collection Great products at great pricing. Very fresh look. This collection will definitely change the dimension of Tanishq. YG is preferable. Collection will give a good mileage. This collection is surely going to change a lot of plain customers to studded. A very nice collection, superb, the look is really nice. Nice collection. Price points are good. Mix of YG & WG/Rh looks nice ! Designs are really good and the price points are perfect for their kind of market. Excellent, complete white look not so preferable. Especially bangle designs are really good..


PRODUCT LAUNCH

A 360 degree approach was taken to market the collection and make its presence felt to the relevant TG


TV & DTH • • • •

This was the lead medium for the collection. Reaching out to 1.9 crore of the relevant target audience. The commercial clearly brought alive the proposition of ‘Stunning Diamond jewellery at delightful prices’. The plan was to build relevant reach & awareness – targeting the SEC A audiences across all markets with key impact properties on Star/ Zee/ Sony etc.

DTH • Ad was been played on channel 100 of Tata Sky and Airtel Digital. Reaching out to 24.6mn unique viewers.

Click here to view TVC


INNOVATION ON TV • Vignette on Star Plus with the popular daily soap stars. • Winners received Tanishq GVs worth Rs 10,000 each. • Was been aired across Star network for a week.

• 55,000 entries in just two weeks.


INNOVATION ON OUTDOOR AD CAMPAIGN

Impactful outdoor campaign was done across 24 cities

• Innovation on outdoor done across 10 markets • Received good response from the region and the customers.


PRINT • Magazines – Large catalogue spreads were done to showcase the exquisite designs and the range. • We also had 6 and 8 page pull outs in women’s, fashion, luxury, wedding, in-flight & select regional magazines.


EVENTS

• Inara was launched in Delhi on 5th July packed with our hi-value customers. • The 3 Femina Miss India's of 2013 along with the other top models showcased the collection in full glory. • This was followed by the collection preview. • This was further followed by a big in-store launch in Mumbai and 25 store events across the country with our Pulse 200 customers. • Spent 18.9L and the sales generated during the event was 3.94CR.


Femina Miss India winners showcasing INARA at the collection launch


Collection launch at various stores with famous fashion models


Collection launch at various stores with famous fashion models


PRINT MEDIA

• Received 186 clips in various print medium from across 21 cities. • Front page advertorial in HT, Deccan and DNA in Delhi, Mumbai, Pune and Bangalore.

Divya Bhaskar - Ahmedabad

Khabar 365din- Kolkata

Pitch

The New Indian Express National

Midday - Pune


INARA INSTYLE GALLERY

• The application was launched on the 20th August; users were asked to design their style board. • This is the first time an Indian Brand has come up with a Look Book app. It was interactive and engaging. • We received 600 entries in 3 weeks. • https://www.facebook.com/Tanishq/app_382918618501721


STYLE BOARDS RECEIVED THROUGH CUSTOMER ENGAGEMENT


LAKME FASHION WEEK

For the first time in the history of Tanishq- ‘Inara’on the Lakme Fashion Week Ramp


Models showcasing INARA at Lakme Fashion Week 2013


Models showcasing INARA at Lakme Fashion Week 2013


DIGITAL


SUCCESS STORY

Total Sale Value more than 105 Cr plus to date!!

100 Cr Sale in 70days!! Sold more than 140 pieces of a Single set in less than 2 months More than 3,200 tickets generated for above 2L product category !! Products ordered worth more than 300 Crores for the first time by Tanishq stores for a designer collection!!


THANK YOU

Contact us: A3/105, Dhanraj Industrial Estate, Shah & Nahar Compound, Sitaram Jadhav Marg, Lower Parel (W), Mumbai 400 013. T: +91-22-66669980 M: +91-8108009980 E: info@designomics.in W: www.designomics.in


Designomics Awards 2013 - Product Design - Gold Winner - Tanishq