MySong by Zoya appeals to self-love through elegant design, easy experience

Self-indulgence has become a fierce factor for jewellery nowadays. Understandably, increase in self-worth has channeled the need to reward oneself for one’s persistent efforts. This has been captured by diamond brand Zoya through their MySong campaign.

Pushing the self-gifting segment, Zoya’s offering in the Mysong collection rides high on design elements. A quick glance at the catalogue looks at the interplay of varied colour stones from turquoise, sapphires, emeralds, rubies, quartz and diamonds of various hues and cuts. Similarly enlivening is their video campaign wherein every piece of jewellery accentuates the glee of the model. Mysong, as the name suggests, is all about jewellery that mirrors one’s happiness.

Amanpreet Ahluwalia, Business Head, Zoya shared her thoughts about the campaign that establishes a personalised connection with customers by glorifying the heroine in every person. “Amidst the difficulties presented by the pandemic, we have noticed that our customers are consciously focusing on treasuring happiness that comes from small, everyday joys, and celebrating all milestones in life. The campaign for My Song, celebrates the journey of our heroine, the Zoya woman, confident in her own skin and without a care for worldly opinions,” she says.

Individuality is the strongest trait that this collection promotes with versatile jewellery design. This, Ahluwalia says, is an outcome of a radical shift in customer behaviour since last year towards highly comfortable experience. “Zoya has always challenged traditional notions that endorse the view that jewellery was meant to display one’s status and be worn sparingly,” she says. Strengthening this notion is the brand’s autograph-registered patent collection titled Samāvé, which also appeals to the most personal emotions of a buyer. Mysong thus accelerates the journey from external to internal exploration of women today.

The campaign was launched two weeks ago on Zoya’s social media and the brand has already noticed a spike in digital engagement. Mysong will run for a total of 45-60 days and is Zoya’s latest offering that imbues meaning and purpose for their clientele.

Courtesy: Retail Jeweller India News Service