Om Jewellers collaborates with designer Gopi Vaid to present eclectic bridal collections

The jewellery represents harmony between creative visions, and generated cross-outreach to patrons, while capitalizing on the amplified exposure afforded by Bombay Times Fashion Week

Mumbai: Mumbai-based Om Jewellers recently collaborated with designer label Gopi Vaid to jointly present new collections at the Bombay Times Fashion Week. The special showcase stood at the confluence of tradition and modern sensibilities, and highlighted the changing paradigm of fashion and jewellery design.

Om Jewellers unveiled two new bridal collections at the event. The first, named ‘Jodha’, includes contemporary uncut diamond jewellery that the modern Indian bride can seamlessly adapt. ‘Yugani’, on the other hand, is an antique jewellery line which features several heritage pieces – intended for an audience that is attracted towards timeless sophistication.

Both collections are designed to cater to the minimalist aesthetic preferences that trend amongst younger generations of the bridal customer demographic. ‘Jodha’ is designed specifically for the new-age bride, while the minimalist approach incorporated in the ‘Yugani’ collection makes it a versatile choice for a wider audience, including bridesmaids. The collections were presented alongside Gopi Vaid’s ‘Golconda Weaves’ line, inspired by Nizami heritage and textiles.

The association between a renowned fashion designer and a distinguished jewellery brand can be mutually beneficial with respect to visibility and cross-outreach to patrons, commented Bhavin Jakhia, Director, Om Jewellers, while talking about the collaboration with Gopi Vaid. “It was vital that our association with a fashion label transcended namesake partnership and complemented our collection. With Gopi Vaid, we found the perfect harmony for the brand image and craftsmanship we wanted to showcase,” Jakhia said.

The joint endeavour was visualized and executed over three months, but the curation of ‘Jodha’ and ‘Yugani’ ranges involved a far more meticulous process across eight months for Om Jewellers. “The interaction between brands involved sharing sketches and ideas. It was about building trust and ensuring a win-win situation. It was only after I assured Gopi of showing 3D designs that our collaboration truly took flight,” Jakhia added.

Associating with a notable fashion and lifestyle event such as the Bombay Times Fashion Week gave Om Jewellers the opportunity to ramp up brand visibility and gain national exposure. “We wanted to unveil our collections at the right platform. We believed we needed a large platform to launch our ‘Jodha’ and ‘Yugani’ collections. Knowing the stature of the Bombay Times Fashion Week, we decided to launch it there,” he concluded.

Written by Harshita Kale

Retail Jeweller India Exclusive