Rachana de cesaris tesi master jewelry design 2016

indira J

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CONTENTS ABO U T IS PIRAT IO N C O N CE PT S KE T C H E S T EC H N I C AL DRAW ING S T EC H N I C AL PRO DU C T IO N M AT E RIALS M ARKE T ING ANAL Y S IS S W O T ANAL Y S IS PRI CE ANAL Y S IS S H O O T ING

ABOUT

My name is Rachana, my name means creature. I was born in a village in the south-west part of the ‘India, in 1993 and at the age of 15 months I was adopted. As a child my family encouraged me to discover and grow a particular interest in my origins, accompanying me at the age of 7 on a journey to discover that amazing country.

Analyzing the work done over the years, I realized that a particular design method is present in all my projects. At first, I did not know what was the matrix and the origin. During the course of my studies, I was able to understand what drives me to make certain choices when I put my self to work. It’s my double identity. I’m originally from a country rich in traditions and colors but grew up in a very different reality.

Elegance Complexity Colours richness Sacredness differences

Duplicity heritage new technologies Indian matrix indian shapes Innovative materials

CONCEPT

INDIRA was born from the idea of combining the two countries, very distant in both traditions and approache to life, in a unique jewel. The key used to design is the idea of jewel that would break away for a moment from being just beautiful but also appreciated for what is inherent in it. It proposes an innovation linked key but without losing sight of the goldsmith’s preciousness. INDIRA is made with the use of the new rapid prototyping machines for the metal elements of the structure. A strong point in the project is the use of indian silk, an antique and precious material, to create a rigid form.

SKETCHES

DRAWINGS

The first idea was to use flax and carbon fiber to make the petals.

TECHNICAL DRAWINGS CUP

R14

8

OVERALL DESIGN

R2

24

26

26

8

OVERALL DESIGN

1

3

30

61

17

9

24

20

4 3

6

10 15

17

9 20

COMPONENTS CLIP 3 2

3

8

R3

R2

R2

26

R3

3

8

7

4 9

3 5

8 8 4 3

R2

1 4 1 11

1 8

20

7

4

1 1

29 9

5

17

22

R2 9

TECHNICAL EXECUTION

After designing the project with 3D modeling software, it moved to the phase of prototiping with printers. Obtained the model accordingly resin has been realized, thanks to the fusion, the metal product ready for processing at a banquet.

3d model 3d resin printing 3d resin printing of the the counter Yellow bronze casting Processing of silk Finishinf of bronze shells Laser welding Final polish

MATERIALS

I decided to use a material that was innovative and that could give a new character to a high jewelry creation. What material can represent India better than silk ? In processing the fabric, resin was used to give petals a structure and to produce something that was innovative and special.

The collection is going to be realized in gold for the metal parts and in silk for the petals. The fabric is cut into modules then soaked in resin and manually shaped in the form of a petal. Once dried the petals will have volume but be empty inside. My objective was to produce a unique piece durable over time.

YELLOW GOLD

PINK GOLD

WHITE GOLD

MARKETING ANALYSIS Product

Collection made in gold and silk.

Price

Production and materials ( price starting from 5.300,00 Euro)

Place

E-commerce e International

Promotion

(BTL) Social | Exibition (ATL) Magazine | Store

Target

Creative, independent, thinking out of the box. Someone who is able to appreciate the product for its material, the research behind its creation and the attention to details. A well off buyer who is accustomed to luxury retail, who is in search of uniqueness and exclusivity.

iris apfel

American businesswoman, interior designer, and fashion icon

Liya Kebede

Ethiopian-born model, clothing designer, and actress

miroslava duma

Russian digital entrepreneur and investor in the world of international fashion

SWOT ANALYSIS strengths

Innovation | Production Techniques | Materials

WEAKNESS

It’s a niche product and therefor not accessible to all.

Opportunity’

Few Competitors | Using an innovative material

THREAT

Raising the value of gold and the birth of new competitors.

AIMS

To introduce a new aspect of jewelry as: production throught new technologies, bringing a new vision of West married to the east and the use of new materials.

STRATEGIES

Event | Exibition | Social | E-commerce

ACTION PLAN

Aim and promote the brand through the use of social. Organizing events that enclose it in the matrix and the theme of the collection.

P R O M O T I O N : ATL | BTL

PRICE ANALYSIS

3D PRINTING MERGER

QTA

FINO

-

-

33

€/gr-ct

€

coeff

price

N°

TOT

-

120,00

-

-

-

0,85

28,05

-

-

-

MANUFACTURE

-

-

-

1.000,00

-

-

1.000,00

STONE SETTING

-

-

-

-

-

-

-

RODIO

-

-

-

-

-

-

-

GOLD

33

27,23

36,00

980,10

-

-

980,00 1

-

-

-

-

-

-

2,50

TOTAL

-

5 .3 2 0 , 3 8

shooting

INDIRA Designer Rachana De Cesaris A.A. 2015 / 2016 IED - Istituto Europeo di Design