THIS IS HOW THEY DO IT Of Artistry and Strategic Mastery in Curating a Collection

A jewellery collection is more than just a simple assortment of pieces; it embodies a meticulous process of research and thoughtful curation, Priyanka Talreja Garegrat finds out

- Priyanka Talreja

Each jewellery collection narrates a unique tale, with every individual piece assuming the role of a significant character within that story. The process of curating a collection is different for each brand, and is backed by strategies specific to what the brand stands for.

Ishu Datwani, Anmol Jewellers, Mumbai, emphasizes the importance of storytelling in the collections of his brand, stating, “Our collections are centred around storytelling. We commence by identifying a compelling theme or narrative, and then carefully selecting pieces that harmonize with it across diverse styles and price ranges. Our focus lies on creating a seamless and emotionally engaging experience through presentation and marketing, setting our brand apart in the process.”

Yash Agarwal, Birdhichand Ghanshyamdas Jewellers, Jaipur, echoes this sentiment, stating, “Collections that narrate captivating stories demand a strategy that blends elements of storytelling, brand identification, market research, and artistic vision.

Jewellery curation with a deliberate focus on storytelling involves compelling narratives that engage the target audience, foster  emotional connections, and effectively help differentiate the brand in a competitive market."

COLLECTIONS THAT LEAVE AN INDELIBLE IMPRESSION

Within the realm of jewellery, every brand aspires to unveil a collection that not only meets the highest creative standards, but also results in conversions.

Datwani reveals that striking a balance between sales and creativity is important.

"Our 'Tick Tock' collection not only met creative benchmarks, but also stirred a buzz on social media. The narrative revolved around movement, mirroring the dynamic nature of time itself.