Mia launches Wavemakers collection in total beach vacation vibe at a popular sea facing location in Mumbai

In an era of theme-specific collection launches, a brand has to project the mood of the collection across its promotional campaigns. The job gets interesting when extraordinary design thoughts get a justifiable treatment like Mia’s Wavemakers collection. The Tanishq sub-brand unveiled the collection at Soho House, Juhu on April 20, with the seashore enticing carefree minds in a relaxed ambience.

Guests attended in their beach outfits, flip-flops and went totally into the coastline tour mood, sipping coconut water and trying on the glistening collection virtually. From the invite that was a picnic basket with sunscreen among other goodies, to the venue, the décor, food and beverages were all in sync to bring alive the inspiration behind the jewellery collection launched at the event.

Highlighting the USPs of the collection, Shyamala Ramanan, Business Head, Mia, said, “Wavemakers is India’s first and only fine jewellery collection inspired by summer mind travel to the beach. The designs bring alive various vacation memories like the tranquillity of picking up sea shells in the breeze of gently swaying palm leaves, or the fun quirk of ice cream cones, a jumping fish or even the sheer excitement of a beach party with our belly chains etc all crafted in precious gold and diamonds.”

The target audience of Wavemakers is the young, modern Indian woman who has the beach on her mind. The dainty collection soothes women already on a beach trip or is planning one, or fondly remembers childhood memories on the shoreline. Such a specific thought process behind a collection proves how Mia draws insights from the needs of the brand’s muse to create products of internationally contemporary styling and multi-usability. “We bring a contemporary take to everything we do – whether a collection like Wavemakers, or even Mia mangalsutras,” said Ramanan.

RJ exclusive