IN PARTNERSHIP: In a detailed conversation with Emirates Woman, Aditya Singh, Head of Jewellery International Business at Titan Company Ltd., talks about the inspiration, design philosophy, and future plans surrounding Tanishq’s Rifa Collection, a testament to cultural heritage and contemporary elegance.
Let’s explore the brand’s vision and commitment to excellence in craftsmanship and innovation.
Can you elaborate on the inspiration behind the Rifa Collection and how it aligns with the spirit of Ramadan?
We are very proud to present this carefully curated collection launching in the pious month of Ramadan. The collection draws inspiration from the eight-pointed star, which has profound spiritual and cultural significance in Arabic tradition. By infusing the collection with intricate craftsmanship and meaningful symbols, we are celebrating timeless elegance and heritage, offering our customers a way to express their faith and cultural identity during the Holy Month and beyond.
The Gift of Rifa collection seems to encapsulate a fusion of traditional craftsmanship and contemporary design. Could you share more about how this blend was achieved and its significance?
The collection is an ode to the women of today – one who adapts to modernity as well as respects traditions. The regional symbols have been blended with contemporary design and traditional craftsmanship in the Gift of Rifa collection. This has been achieved through meticulous attention to detail and a commitment to honoring heritage while embracing innovation. Vintage gold detailing, pearl accents, and intricate filigree work pay homage to traditional jewelry-making techniques, while innovative concepts such as convertible pendants and detachable elements add a modern twist. This blend signifies Tanishq’s dedication to bridging the past with the present, providing customers with jewelry that reflects both timeless elegance and current trends.
The campaign for the Rifa Collection features two remarkable personalities from the region. How did their stories influence the collection, and what message do they convey about empowerment and beauty?
The life stories of Zainab Al Eqabi and Amal Ahmed are powerful and beautiful at the same time. These are the stories of resilience, empowerment, and beauty which resonate so very well with the Rifa collection’s themes of hope, determination, and inner strength. By featuring these remarkable women, Tanishq conveys a powerful message about the transformative power of jewelry as a means of self-expression and empowerment, reinforcing the brand’s commitment to celebrating individuality and diversity. Both of them being from the region also adds to the fact that this collection is uniquely designed for the region and inspired by the region.
What sets the Gift of Rifa collection apart from previous Tanishq collections, both in terms of design and storytelling?
The collection introduces new categories such as Taveez and removable jacket earrings.
How do these additions cater to the diverse preferences and styles of your customers?
This is our second edition of Rifa. This year’s Gift of Rifa collection introduces new categories as well as offers many innovative designs as it focuses on versatility. The categories such as the Taveez and removable jacket earrings expand the range of options available to customers, catering to diverse preferences and styles, creating unique looks that reflect the individuality of the wearers.
Could you elaborate on the modular nature of the jewelry in the Gift of Rifa collection and how it enhances versatility for wearers?
The modular nature of the jewelry in the Gift of Rifa collection enhances versatility for wearers by offering multiple styling options. Convertible pendants seamlessly transform into neckwear for different occasions, while detachable elements allow for mix-and-match personalization. This modular approach empowers customers to express their unique style preferences and adapt their jewelry to suit various outfits and occasions, ensuring maximum wearability and enjoyment.
With discounts offered during Ramadan, how do you anticipate the collection resonating with customers during this festive season?
The discounts offered during Ramadan make the collection more accessible and appealing during this festive season. By providing incentives for customers to explore the Gift of Rifa collection, Tanishq looks forward to capitalizing on the heightened demand for meaningful jewelry during Ramadan, reinforcing its position as a trusted provider of high-quality, culturally relevant pieces.
Can you speak to the evolution of Tanishq’s international business division and how it aligns with the brand’s commitment to excellence and innovation?
Tanishq’s international business division continues to grow in the region as well as other markets. In the last one year, we have expanded from UAE to Qatar in GCC, expanded our operations in the USA market as well as added a flagship store in Singapore. Very soon, we will be in Oman as well. While expanding to these various markets, we continue to deepen our connection with local communities by catering to their unique preferences and needs. Customers across the markets are loving the offerings and our signature customer experience and handcrafted designs are setting us as a differentiated jeweler in all our markets.
How do you envision the Rifa Collection contributing to Tanishq’s reputation as a brand synonymous with superior craftsmanship and exclusive designs?
Each Tanishq collection is based on detailed consumer and inspiration research; development of prototypes and testing them with a retail panel and then launching them in relevant markets. Presenting jewelry in such thematic formats allows our customers to plan their purchase as per their liking – both in design and material choices. Each of these collections makes the brand synonymous with superior craftsmanship and exclusive designs by showcasing its commitment to innovation, authenticity, and storytelling. The Rifa collection, in the same lines, shall be an additional arrow in our armor. It goes a long way in reinforcing Tanishq’s position as a leader in the luxury jewelry segment, setting new standards for excellence and creativity as well as our commitment to the region.
What future plans does Tanishq have for expanding its presence and offerings in the UAE and other international markets?
UAE remains a focus market for Tanishq and we shall continue to expand in the market. We have several flagship and large stores coming up in UAE, both in high street locations, gold souq area as well as a few focused malls. On offerings side, we will be coming up with several dedicated collections, which are researched, designed and created internally. This will continue to happen through the year.
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