Hyderabad 15 th April, 2018: A.K fine jewels unveiled Tyaani, one of India’s fine jewellery collections by multifaceted talent Karan Johar in Jubilee hills. Producer, Director, writer and talk show host and much more, Karan Johar recently launched his exclusive line of contemporary, fashion forward Polki Jewellery for the everyday woman.
Tyaani opened its exclusive showroom in Hyderabad with an aim to provide the women in the city with gorgeous, affordable and wearable Polki Jewellery. The collection personifies a play of art with a soul to soothe the fashion senses, and hopes that discerning customers at Hyderabad like the exclusive designs. Tyaani Fine Jewellery has an inviting warm decor in shades of gold. The collections and pieces define the women of today and customers will have the opportunity to get up-close and personal in store.
In their effort to democratize Polki, Tyaani is creating a shift in how polki is worn from just being bridal and trousseau wear to being an everyday accessory for women in any sphere of life. With his drive to delve into new spaces and his love for a distinct sense of style, Karan Johar was first approached by Shravan Satyani to discuss creating a line of exquisite jewellery inspired by the iconic looks seen in his unique brand of cinema. Karan however, believed that Indian women need a fast-fashion equivalent of jewellery, which is traditional yet modern, Indian yet international, and can be worn everyday, not just on special occasions.
In recent times, Uncut Diamonds have taken the fashion world by storm. International stars, right from Katy Perry and Bella Thorne, to Jennifer Lopez, Liv Tyler and Freida Pinto, have all been spotted wearing them.With fascination originating from the Mughal Era, Polki Jewellery (popularly known as Jadau Jewellery) uses polki diamonds which retain their original rough form and sheen and have an unfaceted, unpolished surface. This uncut, untouched and pure nature is what lends a majestic touch to these polkis, which is why Polki Jewellery is known to be passed down as heirlooms through generations.
As the pret collection from the house of Satyani Fine Jewels, Tyaani is backed by over 20 years of experience in the jewellery industry and has its beliefs set in stone. They are focused on design, with each jewellery piece handcrafted uniquely with care. What sets the jewellery apart is the fact that it is lightweight and can be worn comfortably for hours. Made using a proprietary gold rolling technique, each handcrafted piece is truly a work of art.
Having just launched in Mumbai in October 2017, Tyaani is ready to roll out a franchisee model with jewellers who are keen to tap into the fast growing Polki niche. The idea of multiple physical touch points with the consumer drives greater inclusivity and integration, and this type of model works best to drive overall market efficiencies and build customer buy-in.
