“Artificial Intelligence has had a transformative influence on the jewellery retail industry. It is possible to virtually create entire concepts and design jewellery based on them”

Siddhanth AVR, Director, AVR Swarnamahal Jewellers, talk about how the jewellery industry continues to embrace AI and is poised to enhance customer satisfaction, reduce costs, and increase competitiveness in the market.

Siddhanth AVR, Director, AVR Swarnamahal Jewellers, Salem

Artificial intelligence (AI) has revolutionised various industries, and the jewellery sector is no exception. With its ability to analyse data, provide personalised recommendations and enhance customer experiences, AI has transformed how consumers shop for jewellery. As a retail jeweller, we have extensively used AI to revolutionise our retail operations, customer engagement, manufacturing processes and market competitiveness. With personalised recommendations aiding discovery, virtual try-on capabilities and real-time digital shopping assistants, AI has enriched the customer experience. Further, automation of repetitive tasks, inventory management optimisation and pricing strategies have helped us to streamline our retail operations. In manufacturing, we have used AI in design, gemstone analysis, quality control and supply chain optimisation. I strongly believe that as the jewellery industry continues to embrace AI, it is poised to enhance customer satisfaction, reduce costs, and increase competitiveness in the market.

RECREATING KUMARI KANDAM

We recently launched the Kumari Kandam collection, which is inspired by a mythical lost continent that is often mentioned in Tamil literature and folklore. According to legend, Kumari Kandam was an ancient landmass located in the Indian Ocean, south of the present-day Tamil Nadu coast in South India. It is said to have been a vast and advanced civilization with its own language, culture and thriving society. There is no scientific evidence or documentation of the Kumari Kandam continent, nor any physical remnants of artefacts or jewellery associated with it, but jewellery inspired by it could incorporate motifs such as waves, sea creatures, lotus flowers, anklets, and other symbols associated with the mythical land. Gemstones and materials commonly found in Tamil Nadu, such as rubies, emeralds, diamonds, and gold, could be incorporated into Kumari Kandam-inspired jewellery designs. Jewellery designers and artisans can draw inspiration from the mythical tales and cultural elements associated with the concept to create unique and captivating pieces that celebrate Tamil heritage and folklore. To create the Kumari Kandam collection, our jewellery designers and artisans spent days to recreate and finalise the look of the lost land through Artificial Intelligence. They then picked up design elements from it to craft the collection.

“To create the Kumari Kandam collection, our jewellery designers and artisans spent days to recreate and finalise the look of the lost land through Artificial Intelligence”

RESAI BRINGS TO LIFE A COLLECTIONULT

To integrate the Kumari Kandam theme in jewellery through AI, the initial phase was motif investigation and inspiration. The design team began by conducting an extensive investigation of Kumari Kandam’s history, mythology, culture and geographical characteristics, taking inspiration from the legends and stories surrounding it. Based on that, AI algorithms were used to generate design concepts and suggestions. The team collaborated closely with AI systems to generate and refine jewellery concepts, integrating Kumari Kandam-inspired elements, massive datasets of historical artefacts, cultural symbols and traditional ornamentation. This information was used to guide the design process and ensure authenticity. Several steps were involved in the making of the AI-inspired jewellery, such as AI-assisted design ideation, data integration, digital proto-typing, material selection, craftsmanship and artistry, quality assurance, story-telling, marketing and finally customer feedback loop. Going forward, AVR Swarna Mahal’s design team will continue to explore AI’s capabilities for design inspiration, enabling interesting collections.