Tara Fine Jewels, a distinguished design house of couture jewellery, has been crafting exquisite masterpieces since 2010. As a prominent high-end brand, it symbolises unmatched craftsmanship meeting the modern contemporary trends in the fine jewellery segment. MILAN CHHEDA, Partner,
shares insights on the remarkable journey with the IIJS brand and the core business practices that have contributed to their success. He sheds light on the passion and dedication that drives artisans to create masterpieces that are nothing short of modern art.
Tell us more about your company.
Our dedicated in-house team, consisting of 25 to 30 highly skilled karigars, prides itself on creating a seamless fusion of traditional techniques and contemporary craftsmanship.
This unique approach guarantees the production of creations with impeccable quality. Fuelled by a deep passion for innovation and armed with a keen eye for detail, we continuously strive to exceed expectations and deliver exceptional products.
What is your company’s USP?
As the creative heads of Tara Fine Jewels, my partner and I take immense pride in leading such a highly talented and diverse team of designers. Our journey from concept to creation is a seamless blend of artistry and innovation, drawing inspiration from current trends in the world of couture jewellery; the ever-evolving world of fashion and art, to infuse contemporary elements into our designs. With a shared passion for crafting exquisite masterpieces, we are inspired to bring unique and captivating designs.
We explore this avenue by using an exceptional array of coloured gemstones into high end diamond jewellery. Our unique selling proposition lies in our ability to conceptualise exquisite artwork that transforms conventional designs into mesmerising masterpieces.
When did you begin your journey with IIJS?
Ever since our first participation in IIJS way back in 2011, our growth has been nothing short of remarkable. The platform has been a catalyst for our success, propelling us to new heights in the industry. Thanks to our association with IIJS, we can proudly claim that we now supply our products to the majority of the big retail houses in India.
What did you present this time?
From classic to avant-garde, we have distinct design collections, offering a range of fine jewellery to high-end jewellery and beyond. And for IIJS, we curated a contemporary collection to cater to diverse tastes.
Introducing our exquisite collection of modern ceramic and enamel jewellery, meticulously crafted to infuse a fresh twist into the world of accessories. This captivating line showcases a delightful fusion of crystals, rose-cut diamonds, and a selection of one-of-a-kind gemstones, such as tanzanites, emeralds, and sapphires, expertly chosen to bring vibrant bursts of colour to each piece.
Tell us more about the best business practices that you swear by.
We’re all about quality over quantity! As a design house and trendsetters, we have a moral policy of limited partnerships with jewellers in each city. We ensure that a particular design is exclusively sold to only one jeweller in a city, giving our clients the advantage of exclusivity in today’s competitive market. We are quite determined in our approach and committed to providing unique experiences to our clients, focusing on more quality over volume. As a result, we do not engage in dealing with CVD/LGD.
What according to you are the challenges faced by the industry?
In this ever-evolving business landscape, the gems & jewellery trade is confronting its own set of challenges. Especially with the rise of lab-grown diamonds which has emerged as a topic of concern for the natural diamond industry. However, upon analysing their growth, it is apparent that LGDs are likely to establish themselves as a parallel or separate market, coexisting and competing with Moissanites and American diamonds in the near future.