Zoya makes first foray into the wedding space with ‘My Promise’ for the modern bride

The Zoya bride is unapologetically unconventional, and the jewellery she likes is the kind with character and individuality

Zoya, the luxury jewellery brand from the House of Tata, has launched the ‘My Promise’ campaign, that celebrates its muse, the Zoya woman, in her avatar as a modern bride. The Zoya bride is one who consciously opts for jewellery that isn’t about the heaviest pieces, but about character and individuality, which can be styled with versatility every day or for special occasions.

The brand’s philosophy is this: In the flush of love’s light, the Zoya Bride knows one thing: it is her soul that lets her be who she is: treasured, pure and unsullied. On this day, that will be forever hers, she is not becoming whole, she already is, and joyfully shares her all in this union. With ‘My Promise’, Zoya reaffirms her unwavering vow to stay true to herself as she celebrates this sparkling milestone to the infinite wonders of her heart.

According to a statement from the brand, the Zoya bride is unapologetically unconventional and free in her sense of authenticity. “She embraces every facet of her identity, even the parts that seem miles apart. She is charmed by sensual necklaces that sit close to her collarbone and effortlessly complement versatile necklines. She sees singularity and beauty in the unusual play of diamonds and emeralds with morganites and her ensemble sparkles in exceptional pieces with large stones in unexpected confluences of colour. Non-traditional pieces like rings and bracelets take centre stage and create a focal point for her look, celebrating her aesthetic with fine craftsmanship and elevated design,” the statement says.

The Zoya bride is characterized as one who embraces the kinks and quirks that define her journey, experimenting while staying connected to her roots. The emphasis is on individuality as she pairs a tailored jacket with a traditional Polki necklace with hand-painted enamel motifs of lotuses on the Ganges. Zoya wants the bride to look for fluidity and comfort in her jewellery, so she can enjoy her celebration unhindered, dance with her beloved and laugh with her friends. “It isn’t about the heaviest pieces, but the ones that sparkle with character and individuality and that can be styled with versatility for special occasions or to elevate her every day,” the brand’s statement explains.

“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,” says Amanpreet Ahluwalia, Zoya’s Business Head.

‘My Promise’ has wedding jewellery with a pitch that a bride will want to wear them often, and treasure them as heirlooms to celebrate her legacy, of standing tall and true to her journey.

Zoya as a brand has entered its 14th year of operations, with the discerning, aesthetically astute woman as its muse. It has seven boutiques in Hyderabad, Bengaluru, Mumbai and Delhi and Zoya galleries in Mumbai, Ahmedabad, Kolkata, Chennai and Chandigarh that offer personalized services. Zoya also has a video-assisted jewellery advisory and home trials.

The Retail Jeweller India News