Partnerships and associations have always brought success to all parties involved. When diamonds and couture come together, what else can you expect?
By: Karishma Suri
Posted on: August 16, 2012
They say that diamonds are a girl's best friend and this is one relationship that has passed the tests of time. Whether to adorn a gorgeous bride or just to glam up any occasion, the only luster that need anyone’s attention today are diamonds. To celebrate the association between weddings and haute couture, Forevermark diamonds collaborated for the fourth time with renowned designer Tarun Tahiliani for this year’s Couture Exposition. Held on 6-7 August, 2012 in Mumbai at Mehboob Studio, the exposition witnessed a stunning selection of Forevermark diamond jewellery from Mehta Jewellers.
Ask Mr Sachin Jain, MD, Forevermark India and he was keyed up about Forevermark’s partnership with Mr Tahiliani. “Forevermark is a diamond brand and our association with the Tarun Tahiliani Couture Exposition is only natural as both the companies speak to similar audiences and target one market – brides and the wedding industry. Such an association helps both the brands to reach out to their target audience in a combined venture. Today, any Indian wedding is incomplete without couture and diamonds and here you get to see and experience both, under one roof,” he said.
Distinctive Indian cultural richness and unabashed modern glamour was on full view in 35 spectacular Tarun Tahiliani couture creations along with Forevermark that showcased exclusive handcrafted pieces from Mehta Jewellers, where each piece is designed and handcrafted only to remind each bride of the princess she truly is. Quick note? With absolute glee you will notice that the collection brings back in trend the classic precious gemstones – diamonds with emeralds and rubies – in jewellery art forms. Almost impossible to miss is the asymmetric alignment of stones with diamonds which bring out the brilliance of the creations – something that will please every liking. More than complementing the wedding attire, the creations will surely bring to life any outfit and match any mood. A perfect balance between traditional and western, brides can blindly pick their best friends organized into elegant designs.
A tale of time
Four years into the partnership, change is inevitable but for the good. The basic concept of marriage is the same, but has been decorated and spanked up with millions of innovations and accessories. Since the wedding industry has grown manifold, it comes as no surprise that consumers too have become very particular about what they want. Information and awareness plays a key role today when it comes to weddings. “In the past four years, the demand for diamond jewellery for weddings has shot up. Today, a would-be bride prefers more of diamond jewellery for her wedding day. And she is not only fond of her diamonds but wants to know about them – colour, carat, clarity and whether it has been responsibly sourced. The fact that less than 1 per cent of the world’s diamonds are eligible to be Forevermark and be inscribed with the Forevermark icon and unique identification number assures every bride that the diamonds that adorn her on her special day are beautiful, rare and responsibly sourced,” shared a proud Mr. Jain.
A tale of a tie
Creating a special bond, Forevermark and Tarun Tahiliani work hand in hand to ensure that the final product that reaches you is an absolute beauty. With Mr Tahiliani’s creations, every bride can sigh in relief, as he is the essence of every wedding saga. This year, the theme for Tarun Tahiliani Couture Exposition was ‘Jewel Box’, an edgy set made entirely of glass featuring the latest offerings from the Tarun Tahiliani bridal couture collection. Forevermark strengthened the Jewel Box concept by adding their expertise and sparkling diamonds. “Our jewelers spent a lot of time with Tarun to understand his design sensibility and the couture collection to create bespoke pieces that would go with his theme. The research and coordination went on for three months and the end result is there for everyone to see!” said Mr. Jain.
The Forevermark attributes of craftsmanship and quality were well communicated during the expo. “At the Tarun Tahilian Couture Expo, we showcased a carefully selected, exclusive collection of handcrafted pieces and solitaires. Each piece was designed in sync with Tarun’s theme,” Mr Jain shared. For all those who aren’t aware, Forevermark diamonds are carefully selected and come from sources committed to the highest standards and are beautifully crafted by a select group of Forevermark Diamantaires. At the end, all you are expected to do, is shine!