GRADUATION PROJECT REPORT BATCH (2016-2020)
JEWELERY DESIGN MINIMALISM
INDUSTRY SPONSER - MIDAS
STUDENT NAME - RITIKA ROY
DEPARTMENT OF FASHION AND LIFE STYLE OF ACCESSORIES NATIONAL INSTITUTE OF FASHION TECHNOLOGY NIFT SHILLONG
MINIMALISM
INDUSTRY SPONSER - MIDAS
GRADUATION PROJECT REPORT Submitted in partial fulfillment of the Graduation project of Fashion and Lifestyle Accessories Department at National Institute of Fashion Technology, Shillong
Student Name: Ritika Roy Faculty Guide: Mr.Ashish Kaithwas Asst.Professor
July 2020 National Institute of Fashion Technology, Shillong
Date: July 24, 2020
To Whomsoever It May Concern
This is to certify that Ms. Ritika Roy, d/o Mr. Sunil Kumar, student of B.Des,F&LA (2016-2020) has successfully completed her 22 weeks internship under guidance of Mr. Akshay Agarwal at Midas Signature Jewellery Pvt Ltd. During the training, she took keen interest in the assigned work. We wish her all success in her academic endeavors and life.
Director Sunita Shekhawat
B-6b, Sterling, Prithviraj Road, C-Scheme, Jaipur 302001, Rajasthan, India | t: +91 141 2361385/95 | e: msjpl.jaipur@gmail.com CIN No.: U36911RJ2013PTC041202
SUNITA SHEKHAWAT : MIDAS
Through Jewelery Desigining
Ritika Roy BD/16/4667 2016 - 2020 B.DES - Fashion and Lifestyle Accessories Design
Sunita Shekhawat/Midas (Signature Jewellery PVT. LTD) Jewellery Jaipur
Industry Mentor Akshay Agarwal Faculty Mentor 4
Ritika Roy/NIFT
CERTIFICATE
This is certify that Ritika Roy of Fashion and Lifestyle of Accessorie Department at National Institute of Fashion Technology - Shillong has been evaluated for her graduation project report till (25th november-20th April) and have fulfilled the requirements set by institute and the evaluation jury. Her work has been found satisfactory.
Mr. Ashish Kumar Kaithwas Asst. Professor (Faculty guide)
Dr.Ngamkholen Haokip Asst. Professor (Center Coordinator)
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Copyright Š 2020 by National Institute of Fashion Technology. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording and scanning or other wise in any form without the written permission of the copyright owners. Design: Ritika Roy Printed at Shillong, India.
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DECLARATION
I, Ritika Roy, hereby declare that the graduation project presented and documented to the department of Fashion and Lifestyle Accessories Design, National Institute of Fashion Technology, Shillong as part of my academic requirement in a original work done by me under supervision of my industry mentor “Akshay Agarwal at Sunita Shekhawat, and my faculty mentor Mr.Ashish Kaithwas, F&LA, NIFT, Shillong”.
Ritika Roy BD/16/4667 F&LA
(Mentor) Ashish Kaithwas Assistant Professor Dept. F&LA NIFT Shillong
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ACKNOWLEDGEMENT
Graduation project are the first big step towards the industry which ensure we have proper exposure to all things,key to our future and careers a head of us and it wouldn’t has been possible without the help and support of my family ,collage and both of my mentors at the company”Midas” Sunita Shekhawat.I Would like to thank my industry director (Sunita Shekhawat) and my mentor(Akshay Agarwal) for giving me an opportunity to intern”Midas”Sunita Shekhawat Jaipur based company and also for their valuable guidance,keen interest and encouragement at various stages of my internship courses. I would like to sincerely thank Mr Ashish Kumar Kaithwas(course mentor,department of Fashion and lifestyle accessory design) National Institute of Fashion Technology,Shillong for his support and guidance throughout my graduation project course. I would also like to thank my head designer(Robin Sir) and Ma’am for their support and time to time encouragement. I would also like to give special mention to junior gold designer Mr Himanshu who always give me proper guidance whenever was in trouble to finding solutions and unconditional support throughout the project. And lastly I would like to mention my fellow interns at ‘Midas’ Nisha Shree(Nift Patna) and Nitin Soni(Manipal University) for their support through out the journey.
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CONTENT
1. INTODUCTION 2. COMPANY PROFILE 3. MAUFACTURING PROCESS 4. DESIGN PROCESS 5.INITIAL DESIGN BRIEF- COLLECTION - 1 6. MARKET SURVEY (a) Trend and forecast study (b)Trend analysis (c)Brand study (d)Competitor scan (e)Competitor analysis (f)Overall analysis (g)Methodology (h)Background (i)Consumer insights 7. INFORMATION FOR COLLECTION - 1 (a)Trend board (b)Inspiration (c)Mood board (d)Color and texture board 8. CONCEPTUALISATION (a)Initial concept (b)Final concept 9. DESIGN DETAILING 10. PRODUCT RENDERING 11. TECHNICAL DRAWING 12. FINAL PRODUCT 13. COSTING 14. INFORMATION FOR COLLECTION - 2 (a)Trend board (b)Inspiration (c)Mood board (d)Color and texture board 15. CONCEPTUALISATION (a)Initial concept (b)Final concept 16. DESIGN DETAILING 17. PRODUCT RENDERING 18. TECHNICAL DRAWING 19. FINAL PRODUCT 20.CLOSER (a)Looking back in time (b)Refrences
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SYNOPSIS
The graduation Project is the culmination of one’s educational journey at NIFT Shillong. This is 22 weeks graduation project in the company to enhance the learning and experiencing the industry work flow. Rohira is a platform which stand strong in its vision of a great product, beautifully crafted that speaks to the customer not just about the jewelery they buy, but the philosophy of all the natural and hand crafted things with the goodness of simplicity. Come up with the two sellable collection which is Serene and Ecstacy collection.
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COMPANY
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Sunita Shekhawat Born in a Rajput family in Osian Thikana, a small village near Jodhpur, Rajasthan, the daughter of an Indian air force officer, Sunita Shekhawat had the opportunity to travel across India – From Jodhpur to Bengaluru to Chandigarh to Delhi, absorbing the various cultures all along. The colours and contrasts of the life in Rajasthan, however, had the most profound impact on her.
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Ms. Sunita Shekhawat is one of the ace Jewellery Designers & Gemologists in Jaipur. Sunita Shekhawat designs her signature jewellery under the label ‘Midas’. She has done a certification in Gemology and Masters in History of Art and Culture. Sunita Shekhawat designs exclusive High End Bridal Jewellery in Kundan Meena, Jadau, Polki Diamonds and Precious Stones such as Emeralds, Rubies, etc. She specializes in exclusive jewellery designs predominantly for the royalties and have clientele from bollywood and top notch business families. Her designer jewellery studio was inaugurated by none other than the style icon Late Rajmata Gayatri Devi ji of Jaipur.
Awards: Sunita has also won the coveted International Women’s Entrepreneurial Challenge (IWEC) Award 2010 at Cape Town (South Africa) and the Best Female Entrepreneur at JJS & Gold Souk Awards 2008. She is also one of the Dainik Bhaskar Leading Women Entrepreneurs of Rajasthan. Has won Best Participant Award at JJS 2010 (Jaipur Jewellery show) & Rajput Sabha Award. And also recently honored with International award by “Swarovski – Best Design Appreciation Award 2012”. Personal Details: Born in the year 1962 in a Rajput house hold of Osian in the family of Late Sh. Kan Singh Ji Bhati . She have two Kids Ms. Niharika Shekhawat and Kr. Digvijay Singh Shekhawat.
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STORES
JAIPUR B-6B, PRITHVIRAJ ROAD, JAIPUR - 302001
DELHI D - 18, DEFENCE COLONY, NEW DELHI - 110024
DLF EMPORIO DLF EMPORIO, VASANT KUNJ, NEW DELHI - 110022 Jewelry Design /Graduation Project/Documentation
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ORGANIZATIONAL STRUCTURE
FOUNDER Sunita Shekhawat is the founder of the company. Company is registered under MIDAS but the main brand name is sunita shekawat which is famous nationally and globally.
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MARKETING TEAM
HUMAN RESOURCE
• In charge of taking responsibility of meeting to the client and selling the product. • Clientele brief is given to the designers and look after the site schedule,time to time coordinate to the design team. • Constant interaction to the owner regarding client and inquiries.
• Give information of the day to day meetings are to be held and communicates them. • Works directly under the owner and in close communication with them. • In charge of hiring and assigning interns and new employees in the company.
ACCOUNT TEAM
DESIGN TEAM
• Handling accounts and tax compliance. • Look after the revenue and expenses being inured and report to the owner. • Records with list of materials,stationary,fine related issue ,outgoing and incoming expenses etc of inventory list.
• They take brief from CRM team for various client projects and work under the owner for taking approvals and creating new design concepts and collections. • They also look for quality check and undergo sites and vendors visit for the aesthetic and quality of the product. • They look for the cad and cam production also. • Keep in touch with interns work and give them initial approval.
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DIRECTOR
DESIGN TEAM
OPERATION TEAM
CAD AND CAM TEAM
• Installing the product on site and handling the logistics of the site team,samples of product,transferring between the office and the factory and to its clients. • Interaction with the owners regarding status and inquiries.
• All the details related to the production and transferring the same to the factory and respective vendors for the production. • Work in coordination with the factory regarding production status and errors reports same to the owner. • Handle all the CAD and CAM
FACTORY
VENDORS
• Making of samples and handling the production. • Handle making process of the cad and cam model ,casting,wax mould,etc. • Basic logistics also.
• Responsible for handling production of materials ,design aspect which can be produced. • Includes all the categories of stones.
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SUNITA SHEKHAWAT SPECIALISES IN KUNDAN MEENA ENAMEL WORK,BRINGING NEW LIFE TO THE TRADITIONAL INDIAN JEWELLERY WITH COLORFULL AND VIBRANT DESIGN.
MIDAS SIGNATURE JEWELLERY PVT.LTD
ROHIRA (SILVER 925)
SILVER LINE JEWELLERY,CATERING MASS(NATIONAL AND INTERNATIONAL) ECONOMICAL
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ROHIRA BRAND
The logo is designed to gravitate young and chic women of today with the philosophy of catering to the needs of these independent women,the brand has tried to reflect its precision in the logo. The name of the brand is taken from Rajasthan state flower “Rohira� and a spiral is used to express the sentiments they have with their roots. The idea is to represent the state with its art creativity on not just national but global while maintain the balance between tradition and modern chicness.
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ROHIRA DESIGN PROCESS
Every company has their own design process to come up with satisfied consumer. Design process is followed by Rohira design team keeping in mind every single aspect to reach worth outcome.
Research/Consumer study ,Trend study
Market Research
Brainstorming,derivation of collection,Concept Story
Rapid prototyping
Mood board
Brand Presentation
Inspiration
Forms exploration
Sampling
Coral file and spec sheet Detailing
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MANUFACTURING FACILITIES Rohira Private Limited ,Jaipur is a new upcoming brand as this brand is going to launch soon. Manufacturing process is depends upon the main brand ‘SUNITA SHEKHAWAT’ as the artisans is same but few facilities are different as Rohira is all about 925 silver .Designs are make in coral file and spec sheet that is transfer to the CAD and CAM process. As the product development cycle is the same ,product category led by CAD and CAM technology that enables seamless integration from styling and 3-D solid modeling ,wax model become sample and prototyping making of the final product. While this step is great for you to see your jewelry before committing to full production, keep in mind the 3d model is made for functionality first, not aesthetics, so it might not look as pretty as your finished piece! That being said, you can always request a more detailed render.
3D Wax Printing That 3d model from the last step wasn’t only for you to see a sample ahead of time; it also serves as the basis for the next step, the wax model. In most modern jewelry production, the manufacturer uses a 3d printing machine to print a wax model made out of resin, which usually doesn’t take more than 48 hours.
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Casting the Wax Model into Metal
In the next step, the jewelry goes through the casting process.. At this stage, your piece starts looking more like the jewelry you might see in a store. The wax is melted away and is replaced with your metal of choice in molten form, usually gold, silver, or platinum. The metal then dries into the shape on your jewelry. This technique is called “lost wax� casting.
Basic Jewelry Assembly After your jewelry passes through the design and casting stage, the final fabrication can take anywhere from 3 days to 3 weeks. At this point the jeweler refines the main structure of your ring, necklace or other piece. The jeweler files down the casting skin to reveal the metal underneath. Although casting transformed the jewelry into fine metal, the jeweler needs to make any aesthetic adjustments, as well as make sure the piece can functionally support gemstones. After the mount is completed, the jewelry is ready for stone setting. If the piece requires enameling work or additional design, this would take place before setting.
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The Stone Setting Process For this step, the diamond setter finally adds the diamonds or other gemstones onto your piece. He carefully sets the central stone into the mount. If side stones are involved, the setter needs to hand drill for these before setting. Using a microscope, they then set each separate stone.
Polishing, Finishing, and Quality Assurance In the final stage, a polisher works to make sure the metal is polished to perfection so it’s as shiny as possible. Any final additions such as engravings are also applied. Finally, the jewelry is inspected and each detail is analyzed to make sure production was successful.
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DESIGN BRIEF
Collection Category - Modern+ Minimal jewellery collection Market - Indian and international Metals - 925 silver To design a modern + minimal jewellery collection with 925 silver including natural stones ,use of pattern ,sand blasting texture in a matte finishes.
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MARKET RESEARCH VARIOUS RESEARCH METHOD WERE FOLLOWED TO UNDESTAND AND EVALUATE THE COMSUMER AND THE MARKET.
TREND (To insights on various current and upcoming jewellery accessory trend)
JEWELLERY BRAND (To learn about the various jewellery brand in the market)
COMPETITORS (To know about competitors on a various aspect)
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TREND STUDY Following the upcoming trend is very important as it play a vital role for designing something. As Rohira is new upcoming brand going to launch soon, so the trend study should be very precise and particular in the term of mass production .As the collection is going to launch among the youth and independent consumer. Trend study is done keep in mind every aspect like in the term of stones, materials, influences. It was not limited to jewelery also other personal accessory with the overlap of technology. More transparency in the mysterious world of jewelery, a fascination with the stone, coupled with the increasing demand for sustainable production processes and traceable, ethical supply chains, means new procedures are coming into play. Color is one of the most significant elements of design and is powerful tool to create emotions and mood. Colors have meaning and symbolism that has to be kept in mind as a Designer while initiating any jewelery design. The understanding of color and fundamentals helps to analyze and examine the process of creating design. Art and Design are closely related. However, functionality counts the most. Jewelery after all is a wearable art. Art creates narrative, an extension of the expression of the artist. Moving away from a commercial mindset, Artists view their work as feelings, concepts, expressions imparting power, beauty and meaning before bringing them to life. Modern connoisseurs view jewelery as a form of self-expression and when they identify themselves to each unique narrative it elevates the value of the piece into an emotion that cannot be given a price. Over time, personal pieces of jewelery sparked an emotional connect and became a powerful heirloom rather than just a sparky accessory to pair with an outfit. Building on the ethos of the freedom to create, unfettered imagination and diverse inspirations spur on the desire to push the boundaries. Consumers are increasingly valuing crafts culture as the connection to the past is constantly being eroded, and knowledge and know-how are being lost. One-of-a-kind pieces are often handcrafted to showcase precious stones and advanced artisan techniques built to appeal to the 21st century consumers: these can be younger, digitally savvy shoppers, predominantly from Asia and the Middle East, most of whom having very different demands and expectations from their predecessors about what, where and why they acquire some of the most expensive luxury products that money can buy. Cultural heritage embodied in traditional crafts is an integral part of any nation which reflects the culture and tradition of a particular region. Jewelry Design /Graduation Project/Documentation
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Moving to a border-less world we share these techniques and evolve them to suit modern lifestyles. In recent decades, the contents of the term ‘cultural heritage’ have been changed considerably: it does not end at built heritage such as monuments and collections of objects. It also includes knowledge, traditions or living expressions inherited from the ancestors and passed to the next generation. The idea of re-inventing and fusing crafts and handicrafts, allows brands to produce limited edition pieces, making each piece a bespoke creation. The Merriam-Webster dictionary defines luxury as “a condition of abundance or great ease and comfort; something adding to pleasure but not absolutely necessary”. The criteria for a luxury product is that it should be low in supply, limited-edition or rare and high in cost, mostly because of the amount of time invested by a skilled craftspersons. Innovations and fusion in jewelery include wood marquetry and inlaid wood, statuettes, other ceramic ornamentation, paintings, drawings and pastels, executed entirely by hand, engravings, prints and lithographs, sculptures and statuary, in any material that brings rarity and exclusivity. I have done all the research through various platform likewise, Vogue trend, Trend-vision, Fall winter 2020-21, Elle, Trend zoom, Shimanky, WWD, Trend stop, IIIOF, etc.
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Trend related images Filigree work touched with modern contemporary look. Jali cutting work combination with stone.
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Multicolor enamilng work with stone
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Heavy hoops with Cuban neck pieces ,glass stones and metal part play the dominating role. Interlocked chains.
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Small hoops ,connection ring ,snake bracelet,joined metal with beads.
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Mother of pearls ,different types of pearls which is promoting the ocean nature involving with different techniques to complete the sentiment value.
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TREND ANALYSIS
While studying trend there was overlap between many spheres from fashion accessory of trend .It has different aspect in different categories.
SURFACE (To insights on the surface area of the trend study analysis witth the brand)
JEWELLERY BRAND (To learn about the various jewellery brand in the market)
COMPETITORS (To know about competitors on a various aspect)
Trend study and analysis gave me clear image of what is happening around in the world in different field of all accessories,materials,stones, shapes, stories , influences etc.
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BRAND STUDY
It was imaportant to understand the various existing brand which are fashon oriented to get an insight of the jewellery market.
TRIBE AMARAPALI
ISHARYA
This brand is built on the belief that luxury should be attainable, expressive, innovative and well-made. From gleaming stones to plated gold, our distinctly Indian jewelry infused with modern aesthetics makes Isharya India’s most instagram-worthy, luxury jewelry brand. Celebrities, trendsetters and fashionable women just can’t get enough. Launched in 2004 by sister-in-laws, Gauri and Radhika Tandon, after observing a void in the market for high-quality, Indian-inspired costume jewelry, Isharya was named after combining their kids’ names: Ishaan, Armaan and Arya. From the first collection, Isharya helped define what it meant to be glamorous and confident with statement-making jewelry without breaking the bank. It-girls and brides have all discovered the magic of adorning themselves in luxe jewels that let their personalities shine.
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MONICA VINADER
Monica Vinader is a British luxury jewellery brand that celebrates individuality. Opening up a new category between fashion and fine jewellery, MV creates instantly wearable, contemporary pieces to style, stack and personalise with engraving. Monica’s unique designs have a diverse celebrity following including Emma Watson, Olivia Palermo and the Duchess of Cambridge. Our iconic friendship bracelets, vibrant gemstones and cutting-edge diamond pieces have made Monica Vinader internationally successful. At our debut in 2008, Monica Vinader won Brand of the Year at the UK Jewellery Awards, and has since been stocked by global luxury retailers including Harrods, Selfridges, Liberty, Net-A-Porter and Boutique 1. You can step into the world of Monica Vinader at our boutiques in London’s Chelsea, Mayfair and Canary Wharf, and in Hong Kong’s ifc Mall.
LINKS OF LONDON
inks of London is a British brand owned by Greek jewellery company Folli Follie, with headquarters in London, England. It was founded in 1990 by John Ayton and Annoushka Ducas. It sells through outlets in Europe, the US, Asia and online.
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PANDORA
Pandora was founded in 1982 by Danish goldsmith Per Enevoldsen and, his then wife, Winnie Enevoldsen. The pair began on a small scale by importing jewellery from Thailand and selling to consumers. After a successful wholesale venture, in 1989 Enevoldsen hired in-house designers and established a manufacturing site in Thailand, where it is still located. With low production costs and an efficient supply chain, the Enevoldsens could provide affordable, hand-finished jewellery for the mass market. Pandora’s collection grew to include an assortment of rings, necklaces, earrings and watches. Pandora started selling its signature bracelets in 2000 after a patent and several years of development. The Danish private equity group Axcel bought a 60% stake in the company from the Enevoldsen family in 2008. Shares totalling DKK 9.96 billion (US$ 1.84 billion) were sold in an IPO in October 2010, one of the biggest IPOs in Europe that year, giving Pandora a market capitalisation of around DKK 27 billion. The company is publicly listed on the NASDAQ OMX Copenhagen Stock Exchange in Denmark and is a component of the OMX Copenhagen 20 index. Pandora became the world’s third-largest jewellery company in terms of sales, after Cartier and Tiffany & Co.
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COMPETITORS SCAN It was quite hard to understand the various jewellery brand and their presence with regards to category, retal, design phiosophy, target audiance, product mix, price point, etc. BRANDS
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TARGET ADIANCE
ORIGIN
TRIBE AMRAPALI
.Youth study, .Independent women,
1978
ISHARYA
.Independent women .Celebrity .Personality .Youth provocative
2004
MONICA VINADER
.Youth study .Independent women .Famous personality
2002
LINKS OF LONDON
.Independent women .celebrity .Personality .Youth provocative
1990
PANDORA
.Youth .Independent women .Personality .
1982
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DESIGN
CATEGORY
PRICE POINT
.Exclusivity and elegance .Traditional .Conventional piece . For everyone’s penchant
JIA rakhi collection,shiva etc.
1000 to 20,000 above
.Intricate and vibrant style .Dramatic .Out of box .Experimental
BORDERLESS
2000 to20,000 above
.Bespoke piece .Antique into day to life .Contemporary cuts . Wearable .relatable life
EVIL EYE
10000 to 50000 above
.Nature related .Contemporary .Minimal+ modern .Bespoke theory
OVAL COLLECTION
10000 to 40000 above
.Hand crafted .Contemporary .Experimental .Sentimental values .Travel-through journey
PANDORA PEOPLE
3000 to 50000 above
LANGUAGE
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COMPETITORS ANALYSIS
PRODUCT • Variety in collection • Variety mix of product • Established
PLACE • Well established brand • Mass production
PRICE • Extensive range of price point
PROMOTION • Online shoping • Magazine • Web pages • Online platform
PEOPLE • Aware • Value • Trust
After collecting data related to the competitors as national to international market. It is very necessary to study jewelery brand or various aspect of the design process, design language .It give me proper information that would help me to design worth outcome that will give impact to the end consumer.
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RESEARCH ANALYSIS
MARKET QUESTIONERIES • Jewllery reflect statement of perticular personality • Brand jewellery is the prefrence • Affordable independant and youth centic brand • Matte , rough and sand blast finishes
TREND • Geometric+minimal • Connect to the nature • Fusion of forms • Soothing colors • Having cultural • Repeatitive patterns • Natural stones
JEWELLERY BRAND • Well established brand in the market • Large network and marketing • Audiance aware • Trend related
COMPETATIVE SCAN • Value • Trust • Variety in collection • Different design language • Extensive range of peice point • Product mix • Criteria of being defferent
MEDIA ETHNOGRAPHY • Current expression of independant women and youth • Expressive • Ready to choose • Statement consious • Spend on themselves • Straight foreword • Decision making • Reflect story • Modern chicness • Influances
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OVERALL ANALYSIS
At this stage ,I had already learnt a lot about “ROHIRA� its philosophy and design process. Understanding the various jewelery brand in close to design language and finer aspect of jewelery that is needed to be notice in a jewelery piece. As it is not possible to visit the manufacturing department but what ever information i gained from my mentor , my fellow mates that would help me a lot to know the making process involved. As the product for the mass its needs to meet the quality standards, uniformity and time constraints, that was the main stream of Rohira. Rohira approach towards youth and chic women of todays with the philosophy of catering to the needs of independent women, that brand is very precise and particular about their end consumer. It represent the state with its art and creativity on not just national but global while maintain the balance tradition and modern chicness. As it is identified target consumer segment is one who is straight forward , design conscious, open minded national and global outlook. Studying trend is a very important role while designing anything around the globe. It give me all the data related to whats new things is going to happen and from where it was influenced from the past. Art and Design are closely related. However, functionality counts the most. Jewelery after all is a wearable art. Art creates narrative, an extension of the expression of the artist. Moving away from a commercial mindset, Artists view their work as feelings, concepts, expressions imparting power, beauty and meaning before bringing them to life. Modern connoisseurs view jewelery as a form of self-expression and when they identify themselves to each unique narrative it elevates the value of the piece into an emotion that cannot be given a price. The research method of media ethnography was able to confirm the selected target consumer. Market national and international competitors research play a very pivotal role when its come to designing and detailing of the collection. The design language of various brands and the price point they offer the class of the consumer they cater to the presence helped in knowing the popularity strength and weakness of the brands. Most of the mass and production brand did not follow the philosophy of design , they do not have real story related to the collection, recognizable style, upcoming concept to meet expectation of the target audience. All the learning were to be integrated in the next phase of the design process to get the best outcome best outcome and desired result.
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METHODOLOGY
OPPORTUNITY As Rohira is upcoming brand so the opportunity is make selleble product in perspective with design and market scenario of every aspect.
BRIEF Introduction of modernmodern jewelry design for independent women and youth.
DESIGN DIRECTION Philosophy of catering to the needs of these independent women, represent the state with its art creativity while maintain the balance between modern and traditional.
EXPLORATION Forms generation from the inspiration is the main attribute is captured.
FINAL CONCEPT Drawn all the final forms selected in final concept.
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BRIEF BACKGROUND As Rohira is a new upcoming brand in respect to independent women, youth, modern chicknees. However with every growing competition and to strengthen our market share and presences in independant women. New range and collection of style intruducing in the brand Rohira. Collection has designed in such way to which is suitable for independant women . A new design language hence has to be created which allow us to stengthen the true style,values ehich help us to create valuable portfolio.
As my both collection is based on same market ,demographic and psycho graphic of consumer insights ,methodology also so here is all the information related to both collection at one time.
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CONSUMER INSIGHTS
DEMOGRAPHICS Independent women, Youth, Modern chic Age- 20 to 60
PSYCHOGRAPHIC • Today women are extremely style and trend conscious. • They are also as aware that they has many choices to accessories and spend their valuable time and money on. • Design and price both are very important factor in their purchase behavior. • They know that what suits them and what does not buy into, with respect to the brand as well as style. • They want the platform where they can choose formal jewelery aas well as casual. • They are not depends on others opinion and information. • Embrace the design as well as style. • Confident about her looks and steps taken by her.
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1st PROJECT COLLECTION
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SERENE COLLECTION
DESIGN DESCRIPTION
To design a minimal + modern collection taking inspiration from modern architecture , following the brand language philosophy of catering to the needs of these independent women and reflect the precision of the brand with collection. As I give my 1st collection named (SERENE COLLECTION) its means that it has purity ,calmness, peaceful,untroubled, tranquil. As this collection fulfill all the sentiment value which is ultimately attract the target audience.
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MOTHER OF PEARLS Mother Of Pearl, or Nacre, is a smooth shining iridescent substance forming the inner layer of the shell of some molluscs, especially oysters and abalones. Mother of Pearl is a 1st Anniversary gemstone.
HEALING PROPERTIES A protection stone, Mother of Pearl brings the gentle healing power of the sea. It is a stress relieving stone; relaxing, soothing and calming to the emotions. Mother of Pearl stimulates our intuition, imagination, sensitivity and adaptability. It helps our emotions become more harmonious and balanced. Calming and soothing to temper or feelings of fear. It enables you to more easily express feelings of love. Mother of Pearl helps with clarity in decision making and is helpful for endurance, organisation and for home life.
I took mother of pearl gemstone for my 1st collection as mother of pearl is in upcoming trend as per my research and it has significant value ,healing propeties that will be the main element in collection. As it will touch the sentiment values of the end consumer.As how i am going to use MOP with metal apply some pattern and texture to the colllection.
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TREND BOARD
Enduring trend for pearls. Solid metals Touch with the mother of pearls Sentimental value Color,carved shapes Related to nature
INSPIRATION Taking inspiration modern geometric architecture which is somehow inspired by postmodernist architecture influence me lot as it has all the features ,essence of look. The cut out work,layered forms,Curvy angular shapes,sharp feature but looks smooth at the edges. As all the picture I choose which help to get worth forms which is appropriate in term of brand philosophy. Its also suits the name that I given to the collection
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MOOD BOARD
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TEXTURE AND PATTERN COLOR BOARD
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BRAIN STORMING These forms and different type of technique is taken form the inspiration that would help to come up with geometric+minimal jewelry forms fuse with the mother of pearls. Patterns and texture amalgamate the piece.
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IDEATION
This form is selected to work on further to impliment the layes of mop with metals amalgamate with the patterns and tecture.
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CONCEPTUALISATION
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FINAL COLLECTION
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Serene piece of stud set in a 925 silver, combines the aspect of modern and minimal concept.Highlighting the nature with mother of pearls delectable with chevron pattern over to give opulent look.
STUD
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CUFFLINK
Serene piece of cufflink in a 925 silver, combines the aspect of modern and minimal concept.Winsome the love of life presenting the piece.
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RING
Serene piece of two ring finger in a 925 silver, combines the aspect of modern and minimal concept.Chevron pattern is play the role of memories of the place you love.
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COSTING
Approx Rs 5800
Approx Rs 4600
Approx Rs 3600
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2nd
PROJECT COLLECTION
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ECSTASY COLLECTION DESIGN DESCRIPTION
To design a minimal + modern collection taking inspiration from Mantua architecture of their selling, following the brand language philosophy of catering to the needs of these independent women and reflect the precision of the brand with collection. As I give my 2nd collection named (ECSTASY COLLECTION) its means that it has overwhelming feelings give excitement and live the journey of the particular audience. As this collection fulfill all the sentiment value which is ultimately attract the target audience.
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TREND BOARD
INSPIRATION Mantua is a city surrounded by 3 artificial lakes in the northern Italian region of Lombardy. It’s known for the architectural legacy of the Renaissance Gonzaga rulers, who built the Ducal Palace. This imposing building houses the Bridal Chamber, decorated with Andrea Mantegna frescoes. The Gonzagas also built the Te Palace, known for the Chamber of the Giants, where every surface is painted with mythological scenes. I took all the architecture spellings of Mantua Italy as my inspiration for the second collection. The reason behind taking this as a inspiration for my second collection as both collection is followed same methodology,market and clientele details. Mantua architecture is based of cultural as well as geometric details. This is the key point where I will come up to the same design language followed by the brand Rohira.
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MOOD BOARD
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PATTERN,TEXTURE AND COLOR BOARD
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AMETHYST The eye-catching amethyst crystals have a long history of meanings and properties, all of which are positive, as they were known to bring forth the purest aspirations of human kind. Amethyst derives its name from the Greek word ametusthos which means ‘not intoxicated’. For centuries, Amethyst has been thought to be useful in the prevention of drunkenness and overindulgence, which is why ancient Greeks wore amethyst and carved out drinking vessels from it. Amethyst meaning differed throughout the ages and cultures and that’s why Feng Shui meaning of amethyst crystal differs and is focused on the wealth enhancement. It was also used in ancient China as a powerful tool to clear negative energy and drive away the hazards of everyday life.
HEALING PROPERTIES Amethyst relieves an individual from stress and strain, soothes irritability, balances mood swings, dispels anger, rage, fear and anxiety. This precious stone has outstanding healing and cleansing powers. It does this by opening intuition and enhancing psychic abilities of a person. It makes a person have a sober mind in cases of over drinking or overindulgence in other activities that may lead to addictions. Amethyst does this by producing a calming effect to the mind and stimulating the body hence keeping people focused and aware of occurrence in their surroundings. It makes a person have a sober mind in cases of over drinking or overindulgence in other activities that may lead to addictions. Amethyst does this by producing a calming effect to the mind and stimulating the body hence keeping people focused and aware of occurrence in their surroundings.
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CITRIN STONE Natural Citrine is a premier stone of manifestation, imagination, and personal will. Carrying the power of the sun, it is warm and comforting, energizing and life giving. It stimulates the chakras like the sunlight of spring, clearing the mind and stirring the soul to action. Citrine is a transparent, yellow variety of Quartz, ranging in color from pale to golden yellow, honey or almost brown, and may contain rainbow or sparkle inclusions. The name comes from the French word citron, meaning lemon. It was used as a gem in Greece as far back as 300 B.C., and because of its color, is sometimes mistakenly referred to as Gold Topaz, Madeira or Spanish Topaz, or Safranite. Much of the commercial Citrine on the market is heat-treated Amethyst or Smoky Quartz that produces an enhanced Citrine color, usually a deeper amber or orange-reddish shade. Most Natural Citrine is a pale yellow color.
HEALING PROPERTIES Citrine energises every level of life. It cleanses the chakras and opens the intuition. Citrine attracts wealth, prosperity and success. It imparts joy, wonder, delight and enthusiasm. Raises self-esteem and self-confidence. Stimulates the brain, strengthening the intellect. Citrine promotes motivation, activates creativity and encourages self-expression. Enhances concentration and revitalises the mind. It releases negative traits, depression, fears and phobias. Emotionally balancing. Energising and recharging, Citrine also reverses degenerative disease and helps balance chemical imbalances in the body. Beneficial in the treatment of diabetes, it stimulates digestion, the spleen and pancreas. Negates kidney and bladder infections. Citrine helps eye problems, increases blood circulation, detoxifies the blood, activates the thymus and balances the thyroid. Relieves constipation and removes cellulite.
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IDEATION
This form is selected and the geometric shape.
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Modification in the forms, patterns.
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CONCEPTUALISATION
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On this stage i have clear view of the collection as this minimal geometric forms of jewellery is selected and need more explorations.
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SELECTED JEWELERY FORMS 102
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FINAL COLLECTION
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DANGLE EARRING
Ecstasy of dangle earring combination in the repetitive forms in the citrine and amethyst featured with heavenly stunning geometric piece.
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Ecstasy of drop dangle earring engaging the forms in the citrine and amethyst featured with bold winsome geometric piece.
DANGLE EARRING
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STUD
Ecstasy of three forms of stud earring engaging the geometric forms is simple to simplify the piece.
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BOLO LOCK BRACELET
Ecstasy of bolo lock section with geometric repetitive forms shows the flexibility of beauty in the term of geometricity.
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STATION NECKLACE
Ecstasy of station link neckwear beautifies with the trendy toggle lock in front engaging with the trend.
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THREE FINGER RING
Ecstasy of three finger ring add the attraction with delightful geometric forms which appeals the entire piece.
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CLOSER
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LOOKING BACK IN TIME
Through out my journey I have tendency to learn whatever I take up and down complete the project. I was lucky to have been a part of Rohira brand and their upcoming project in its formative stage, through the transition and reconstruction that made me it a whole sum learning experience. A good brand always has underlying great vision. As Rohira brand is a upcoming new brand in the market to excel in the field of parenting ans nurturing, and it has its own unique features which is catering to the needs of these independent women, the brand has tried to reflect its precision in their work. The idea is to represent the state with its art and creativity on not just national but global while maintains the balance between tradition and modern cultural that will definitely left great impact in the market. A designer’s role is to craft and interface between the brand and their target audience. Perception of creating unique brand identities in every aspect. This six month of my graduation project took me a journey filled with whole ups and downs. As due to the corona virus pandemic I was not able to experiencing my six month journey at the company. I was unable to visit the manufacturing unit , production process of the jewelery making. As due to pandemic the prototype of the collection is not able to accomplish, but I tried to make it digitally as just to give essence of the look. During graduation project I learn a lot. Graduation project is the turning point in the life of collage, it give me all the necessary opportunities and experience for my future career. As I work on the sub brand which is going to launch soon, to get an overall espouser to an organization work structure and its inner working. Spending 4 month in the company due to pandemic, but still it helped me to get experience for my professional growth and also helped me to grow personally. Patience, working in a methodological term cater a precise, persistence and hold the consistency in a organized fashion in the term of market scenario have been some of my key learning. As it enhance my existing skills, explore more with the core learning experience with the support of my mentor and my colleagues.
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REFRENCES RESEARCH https://sunitashekhawat.com/ https://cadcamnyc.com/blogs/our-blog/jewelry-manufacturing-how-it-works https://jewelrydesigns.com/jewelry/jewelry-making/cad-jewelry-design/ https://www.vogue.fr/jewelry/runway-trends/diaporama/jewelry-trends-paris-new-york-londonmilan-spring-summer-2019-fashion-week-miu-miu-balenciaga-gucci-louis-vuitton-chanelgivenchy/53138 https://www.vogue.com/article/the-7-biggest-jewelry-trends-of-the-fall-2019-season https://www.trendvisionforecasting.com/trendbook-2021 http://www.thejewelleryeditor.com/jewellery/article/jewellery-trends-have-become-modern-classics/ https://www.polimoda.com/courses/master/fashion-trend-forecasting https://www.trendesignbook.com/moodboards https://us.pandora.net/ https://www.linksoflondon.com/gr-el https://www.monicavinader.com/ https://www.isharya.com/ https://www.tribeamrapali.com/?gclid=CjwKCAjwgdX4BRB_EiwAg8O8HY97NcaYsJR8W3D_05XbN3dyWwIBBuNgYR5F7uIML-YtvhMZmNzxVRoCxR0QAvD_BwE https://www.google.com/search?q=mantua&oq=ma&aqs=chrome.2.69i60j69i57j69i59l2j69i61j69i60j69i65j69i60.5203j0j4&sourceid=chrome&ie=UTF-8 https://en.wikipedia.org/wiki/Mantua https://glowsly.com/fall-winter-accessory-trends/ https://www.gemselect.com/english/gem-info/white-gemstones.php https://www.gemrockauctions.com/learn/a-z-of-gemstones/different-types-of-pearls https://www.charmsoflight.com/citrine-healing-properties#:~:text=Citrine%20attracts%20 wealth%2C%20prosperity%20and,creativity%20and%20encourages%20self%2Dexpression. https://www.mycrystals.com/meaning/amethyst-meaning-and-healing-properties
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IMAGES
https://www.pinterest.com/ https://www.pexels.com/ https://www.trendesignbook.com/moodboards https://us.pandora.net/ https://www.linksoflondon.com/gr-el https://www.monicavinader.com/ https://www.isharya.com/ https://www.tribeamrapali.com/?gclid=CjwKCAjwgdX4BRB_EiwAg8O8HY97NcaYsJR8W3D_05XbN3dyWwIBBuNgYR5F7uIML-YtvhMZmNzxVRoCxR0QAvD_BwE https://cadcamnyc.com/blogs/our-blog/jewelry-manufacturing-how-it-works
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