Her Story’s new campaign celebrates strong bonds between successful women

Her Story has always been a brand that has focused on inner reflection. The project was born out of a deep want to find out who a woman really is beyond what the world thinks of them. The brand believes in bringing out her rich and truly unique character beyond the surface of her persona. Keeping true to the sensibility the brand strives to offer to its customers, it gave a different flavour to the bond celebrated by Raksha Bandhan, in association with Harper’s Bazaar.

Raksha Bandhan, but in a different flavour

A video shows two women sitting close together on a couch and sporting Her Story’s minimalistic diamond pieces. These are modern, self-made women who run their own company and believe in running the world in their own terms. What Her Story has done is bring forward the stories of these successful women, who are sisters, celebrating their bond through jewellery. Pernia Qureshi Gilani, founder of Gur Organics and her sister, Saanchi Gilani, a fashion stylist discuss how they have a filial bond but how their opinions are vastly different, which helps in bringing new perspective to their relationship — one that they celebrate with Her Story Jewels.

Another video shows the kinship between two work buddies. Mitali Sagar Patel and Summiyya Patni Shah speak about their sisterly bond as they celebrate Raksha Bandhan with Her Story jewels. Paying tribute to the kinship that exists beyond the conventional form of bandhan, the inseparable duo shares a strong connection that inspires them to write stories.

Then a third video shows best friends Amruda Nair and Perizaad Zorabian speaking about their bond that transcends filial relations.

“While the festival of Raksha Bandhan is special for most brother and sister duos, Her Story pays tribute to the kinship that exists beyond the conventional form of Bandhan,” says FalguniKapadia, Brand and Marketing Director, Her Story.The campaign, which the brand ran on Instagram, raked in thousands of views as women all over the country resonated with the idea, and the video as a whole. It aligned with Her Story’s vision — an introspecting woman expresses herself differently from others. Her Story is made for such women of substance.

The inspiration

Her Story, while searching for raw and true stories and feelings, has been inspired by the idea of creating a visually stunning collection of diamonds. Intimate talks, empathy, and a voyage of discovery go into the creation of each piece in the Her Story line. This means that every human encounter is seen by the insight team as a lovely blank slate, free of prior assumptions or judgments. A person’s true self is what they want to hear, not what the world thinks of him or her.

In the campaigns, the women are seen wearing a few of Her Story’s standout collections: the Limitless collection, inspired by the New York skyline; the Whisper in the wind collection inspired by the delicate lace of Chantilly; the Spirit of the Wild collection, inspired by the unfettered spirit of women like Helen Keller, who went ahead and conquered the world despite their limitations; the Poetry in Motion collection and the Keeper of Heartstrings collection.

Each collection comprises rings, earrings and pendants in minimalistic splendour, yet unique designs.

In retrospection…

Raksha Bandhan, when started by Rabindranath Tagore, sought to celebrate every bond of love and not just the one between a brother and sister. Her Story’s campaign stays true to the spirit of sisterhood, friendship and bonhomie that every successful woman has the right to celebrate. All in one, it was a Raksha Bandhan that had the calmest colours of the most precious bonds—celebrated through the precious pieces of Her Story.

Written by Antara

RJ exclusive