Shree Jee Jewellers and Tarun Tahiliani join hands to present bridal collections at India Couture Week

The association between the two big labels introduces an element of high fashion to a couture collection that is inherently traditional

The India Couture Week is set to see a collaboration between heritage jewellery brand Shree Jee Jewellers from Jaipur and celebrated fashion designer Tarun Tahiliani, when they together present their bridal couture jewellery. Being held at the Taj Palace, New Delhi, this edition of the India Couture Week has seen some of the finest designs and the most prestigious jewellery brands in India since it began on July 25, 2023.

THE BEGINNING

Shree Jee Jewellers, which started in the 1940s as a brand dealing in antiques, gradually turned to the fine jadau and diamond jewellery business in the 1980s and has been creating beautiful heritage jewellery with elaborate designs till date. Says Suvrat Mittal, Director, Shree Jee Jewellers, “Tarun Tahiliani has visited Shree Jee Jewellers at the IIJS, and our store as well, where he loved our heritage jewellery collection. His search for a heritage jewellery brand over the last 7-8 years has led to this collaboration. This effort involves Tarun Tahiliani providing some of his own designs and we customizing some designs for him.”

According to Mittal, a lot of thought went behind the two names forming an alliance for the renowned and exclusive fashion event of India. Shree Jee Jewellers joined hands with Tahiliani as his creations, the workmanship and his unique thought process were just what the heritage jewellery brand was looking for.

“When Tarun Tahiliani started around the 1990s, there weren’t too many designers in India. However, we found that his exceptional way of putting his creative thoughts into his art made him one of the most sought-after, experienced and talented designers in the industry,” Mittal explains.

THE MAIN EVENT

The India Couture Week has earned its place as a significant event in the country, presenting the finest luxury in terms of fashion, jewellery and more. Considering how the guest list, specially curated by the Fashion Design Council of India, features the crème de la crème of the Indian society, every show has close to 250 HNIs and VVIP visitors. In its 16^th edition, the show aims to showcase the modern elements infused into India’s rich history of skilled craftsmanship.

“We believe that the India Couture Week is a great platform for Shree Jee and Tarun Tahiliani to showcase our joint efforts. Our theme is inherently heritage jewellery from Jaipur which we have designed with the incorporation of some modern elements,” says Mittal. He adds that the jewellery industry can learn immensely from fashion designers, drawing from how they portray themselves and how they encash their designing talent while staying rooted to their originality, which is yet another reason why the jeweller was keen to work with Tahiliani.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive