The luxury jewelry brand Zoya from the House of Tata has all the markings to make it big as an international jewelry brand with its contemporary designs and impeccable finish, but for want of a branding strategy beyond the blue waters. However, it continues to remain a domestic player competing with old established traditional jewelry houses, stepping up to target the modern, unconventional new bride.
Zoya’s latest campaign ‘My Promise’ aligns the latest jewelry line with defining the Zoya Woman as its muse. Amanpreet Ahluwalia, the Business Head of Zoya says it all, “In Zoya’s wedding universe, traditional expectations that surround precious jewellery are replaced. The choices of the modern bride emerge from a melting pot of cultures and traditions, reflecting her Indian soul and global spirit. She infuses her trousseau of jewels with meaningful pieces that have present-day relevance and contemporary flair and each piece is mindfully selected to be worn effortlessly and enjoyed over and again.”
A captivating photo-shoot representing a contemporary ‘Zoya Bride’, dressed in stunning creations by designer label Shantanu & Nikhil, showcases the jewelry designs, with helpful pictorial suggestions on how to team sensual necklaces that sit close to her collarbone and effortlessly complement versatile necklines, unusual play of diamonds and emeralds with morganites. Elsewhere, she pairs a tailored jacket with a traditional polki necklace with hand-painted enamel motifs of lotuses on the Ganges
Necklace inspired by the Birds of Paradise flower
An elegant necklace inspired by the Birds of Paradise flower in the mesmerising combinations of rubies, tourmalines, pink sapphires and diamonds. Art-Deco inspired floral ring, crafted in bold geometry with unconventional stone cuts, rubies in hues of passionate red pour forth fluidly from a stunning 1.2 carat centerpiece. A vintage style necklace of traditional uncut diamonds with rare gulabi meena artisanship with new age technology, setting each diamond meticulously on green chatai enamel, to create a timeless masterpiece.
Effortless symmetry of this necklace with 30 square-cut emerald and diamond solitaires specially sourced, perfectly matched and graduated in a cascade. Another necklace crafted in rose and white gold, the central motif made up of a 10-carat tourmaline flanked by 639 diamonds. Contemporary cuffs and bridal bracelets and bangles mixed and matched in rose and white gold embellished with solitaires and diamonds in baguette and princess cuts.
Layering assorted neck pieces, mixed and matched textures and lengths with a baroque-inspired choker of uncut diamonds, another a vibrant necklace in emerald, yellow gold and polki.
The artistry of Zoya’s craftsmanship is reflected in this necklace with 50 marquise, 98 pear and 81 round cuts of white diamond solitaires radiating outwards, teamed with a distinctive diamond neckpiece with floral motifs. Zoya’s gemmologists have selected 211 Zambian emeralds in different shapes and hues with 166 precisely set diamonds for this necklace.
Art-Deco inspired floral ring
