Rivaah by Tanishq, a wedding jewellery focussed sub-brand, unveiled its ‘Romance of Polki’ collection in a virtual press conference hosted on the Metaverse platform to create an immersive and personalised 3D virtual experience for its viewers. This is the first time any Indian jewellery brand has launched a jewellery collection through an experiential led-event on the Metaverse.
The exclusive collection is a celebration of time-honoured artisanal craftsmanship and is inspired by Rajasthan, and the line is embellished with diamonds, rubies, emeralds and pearls.
© Tanishq
The Metaverse Experience
Guests who joined the launch on Metaverse were welcomed to the 3D Display zones where signature pieces from the collection were displayed. The guests created their own 3D avatar and viewed the jewellery in different angles, allowing them to examine each of the bespoke pieces in detail.
The guests were also able to try on the showstopper piece using QR Codes which was augmented on their mobile phones. The Metaverse experience named as ‘Rivaahverse’ allowed the participants to converse, socialise with other viewers and witness the live launch of 14 signature pieces from the ‘Romance of Polki’ collection. Speaking on the launch of ‘Romance of Polki’ on Metaverse, Ajoy Chawla, CEO, Jewellery Division at Titan Company Limited, said, “We are pleased to launch India’s first jewellery collection on Metaverse platform. Marrying opulence of yesteryears with contemporary design aesthetics, the ‘Romance of Polki’ collection crafted by Tanishq’s master karigars speaks volumes about our Indian heritage and exquisite craftsmanship. The collection has been designed for the new-age bride who is rediscovering her tradition and looking for traditional regal jewellery with a contemporary spin.”