Feb 26, 2015

Design Inspirations: Thought Provoking Insights on Designing for the Marketplace - 3

The two day ‘Design Inspirations’ seminar organised by GJEPC concluded at Mumbai yesterday with a number of experts from different vantage points in the industry providing many new insights on the different challenges in creating products that will connect with the consumer and succeed in the market. There were brands and designers, manufacturers and retailers and even an expert in cutting edge technology related to diamond analysis, all of whom looked at the challenges from their individual perspectives thus giving the audience a virtually 3600 view on the theme.

Starting the morning session was well known designer Varuna Jani who talked about the evolution of her eponymous brand, its different collections and the steps involved in the design and manufacture that gave each piece its distinct look. Complementing her presentation was the one by Shishir Nevatia of Sun Jewels, who described the systems and processes that the company has put in place – both in the IT field and the Kaizen practices in management – for ensuring jewellery of a defined quality is consistently produced for the market.

Sachin Jain of Forevermark explained the positioning of this high end luxury brand and its approach to creating new collections, stressing that presenting the idea behind the product was often more important than the physical attributes alone. He took the audience through the Forevermark trends for the season – DNAture, Myth & Math, Glitch and Past Progressive, briefly elaborating on each, before concluding with a short commentary on some of the Big Ideas from the brand viz Cornerstones, Encordia, Millemoi etc.

In a similar vein, Vaishali Banerjee gave an overview of the Trend Forecasts made by Platinum Guild, and some of the different collections that have flowed from these ideas. The unique characteristics of Platinum are presented in each of the collections she said through capturing them in a symbolic manner, adding design hooks and use of contemporary textures and forms for a delicate look and finish. Banerjee also elaborated on the design trends presented by the PGI for the last season and how platinum manufacturers in India had created collections based on these.

An enthralling presentation by Biren Vaidya concluded the morning session. He spoke about the close connection between jewellery design, branding and luxury citing various examples from the experiences of Rose Group.  “Design is an art, but it is also a science,” said Vaidya as he described the way in which the group created its different collections and iconic pieces, and how these were extended to encompass branding, packaging and even communication campaigns.