Vasundhara Diamond Roof draws parallels with Indian heritage sites through design style

HYDERABAD: When you have the foundation of art in jewellery design, you have the world to explore for inspiration. Vasundhara Diamond Roof, Hyderabad, is rekindling the penchant for Indian architecture through the brand’s current heritage jewellery collection. And the brand is drawing parallels with the Sanchi Stupa, The Taj Mahal, Hampi in Karnataka, The Charminar and other such sites.

Scrolling down their Insta feed would give one an impressive juxtaposition of jewellery pieces that blend unmistakably with the motifs and style of architecture in the particular sites. Explaining the foundation of design aesthetics for this collection, Ayushi Kasaraneni, front-end marketing head of the brand, said, “We derive inspiration from Indian history for this collection, just like we draw parallels with global architecture for a different clientele. Our travelling hobbies have helped us incorporate such sensibilities in this collection through similarities in motifs and their designs,” she said.

Indeed, the historically significant motifs of elephants, peacocks and flowers are so intrinsically inscribed in several architectural styles of the heritage sites. The brand has taken a two-pronged approach to jewellery design this time; on one hand, it designed jewellery based on the ancient architectural styles, and correlated existing designs with those sites to market the ageless appeal of art everywhere.

Citing an instance of that correlation is the brand’s comparison of the jhumka, whose dimensions fit remarkably with the dome of the Taj Mahal. “In this case, we delved into Mughal elements of floral motifs to give that kind of feel to the jhumka. It’s the association of the two verticals that helps our customers perceive jewellery in a new light and attach more significance to it,” she maintained.

July has been the month of architectural heritage for the brand’s one of different social media teams, such as miniature and botanical themes. This engages the followers with a variety of content. “This is because every piece has a story behind it and starts with the thought process. Thus we dedicate good time on promotion for consumers to know the story behind each collection,” she maintained.

The brand has been aggressive on social media since a year and the dedicated promotion of each category with a unique team altogether is bringing refreshing thoughts and communication to the end-consumer. This is aligning existing and potential customers with the overall identity of the brand for better recall.

Written by Shubham Dasgupta

RJ exclusive