It combines the best looks from the thematic show, and involves all kinds of bridal jewellery designs and trends, with the elaborate fusion of temple, polki and diamond jewellery, to reinvent them in a brand-new avatar
New Delhi: Multani Jewellers has followed up its successful collaboration with designer Anju Modi at Lakme Fashion Week (LFW) last year with a recent photoshoot, combining the best looks from the thematic show and reinventing them in a new avatar. The Glitterati initiative last year had comprised fashion designers and labels from across the country, in which the jewellery brand collaborated with Modi to create one complete look blending four jewellery-making techniques.
The Glitterati Bridal Make-up Collection last year had actor Sanjana Sanghi on board as the show-stopper. As the theme mixed jewellery and apparel, the brand showcased an elaborate fusion of temple, polki and diamond jewellery. “We had curated a collection of pastels. One of the pieces had an amazing mix of the four schools of thought, starting with polki in the choker area, diamonds at its exterior, parts of temple gold jhumki below, and coloured gemstones such as pink sapphires and blue tanzanites at the bottom,” said Keshav Datta Multani, Director, Multani Jewellers.
The current shoot involves a journey through time for all kinds of bridal jewellery designs and trends. In the olden days, people had gold and bridal jewellery as the sole investment option. Then the era of modern brides came in, wherein women wanted to wear diamond jewellery for their big day. Then came in an era of celebrities who are fond of polki only. The brand had crafted a confluence of disparate jewellery categories into one unified style for today’s fashion-forward brides. Since Glitterati is a year-long campaign for Multani Jewellers, the brand has revamped those looks in a brand-new avatar.
From the brand’s point of view, its visibility has increased with the current photoshoot. “We have actually increased followers on Instagram, as the traffic inflow came from LFW and Anju Modi. It’s a synergy of different kinds of audiences who are either into fashion or have been our customers. We have gained in terms of branding,” maintained Multani.
With the latest activity on the association, the brand has been getting positive reviews and responses to the jewellery collection at its store. For instance, the diamond chokers showcased during the ramp walk now has strong demand. “The front-open choker that Anju Modi wore has been particularly popular. We made sleeker versions of that choker to suit regular usage,” said Multani, highlighting the importance of follow-up activities to milestone campaigns in order to engage the clientele.
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