Zoya as a brand has been synonymous with artful inspiration and craftsmanship, presenting itself as a purveyor of top-notch quality for quite a while. Having taken the jewellery industry by storm, their newest offering takes inspiration from the ancient Southeast Asian art ‘Ikat,’ which is largely loved in India and woven into many fabrics.
Now how does a jewellery brand incorporate the workings of warp and weft weaving into their designs? Loads of research coupled with years of experience of the finest craftsmen. They lay out their white diamonds in a geometric pattern which makes it look similar to wearable art. Thus, the brand’s new campaign, ‘Her Becoming’ is dedicated to marrying the beloved classical Indian print with their precious jewels, adding to it a contemporary spark. The collection was recently launched by the CEO of Titan’s jewellery division, Ajoy Chawla and Zoya’s brand ambassador, Sonam Kapoor.
Describing the collection, Sangeeta Dewan, Principal Designer of Zoya shares, “Since its inception, Zoya has been leading design innovation in fine jewellery. With this collection, we have used very unusual and rare cuts of diamonds like Cadillac, trapezoid and rare baguettes which are incredibly difficult to source. These had to be custom cut from the rough to deliver the perfect shape and an astonishing luminosity. The setting of each stone and construction is also very meticulous, so you have a fabric-like fluidity to each piece. These shapes and the Ikat inspiration, imbue the collection with a fresh geometry, creating designs for white diamond jewellery that we haven’t seen so far in India or internationally.”
The artisans have taken over a year to make these flawless, chic, and avant-garde pieces without letting go of traditional shadows. The detachable elements of the jewellery give it an edge over the others, as the beautiful extravagant necklace can effortlessly transform into a statement bracelet.
The brand’s vision is visible in its spirit to blend jewellery-making with art. The diamonds are layered in a way that makes it look like they are woven together; Cadillac, trapezoid, baguette-cut diamonds and more are seen in the collection, and other gemstones such as ruby are blended in meticulously. One of the pieces in the collection has over 500 diamonds layered with precision.
“Zoya has always led design innovation when it comes to fine jewellery. Her Becoming is a remarkably unique look for white diamond jewellery, not just in India but globally. As a proudly Indian brand, Zoya is happy to share this breakthrough collection, which is a testament to the country’s rich legacy of jewellery making and translates a traditional Indian inspiration into timeless designs with global appeal,” says Ajoy Chawla, the CEO of Titan’s jewellery division.
He launched the campaign along with Zoya’s brand ambassador and actor, Sonam Kapoor. “Zoya’s ‘Her Becoming’ reimagines white diamonds with brilliant geometry. It is a testament to the brand’s savoir faire and artisanal fortitude,” said Kapoor.
“The collection’s international design language pushes the boundaries of creation and you see the symphony of emotions in every piece. I personally love the very meaningful narrative of a woman coming alive with a celebration of her every facet,” she added.
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Sonam attended the launch in Zoya’s ‘Radiant Revelation,’ a layered diamond necklace with over 500 diamonds and a ruby at the centre.
