Zoya's patented artistry: Inspired by history

Zoya redefines jewellery with its autograph Samāvé collection for the new-age woman in pursuit of excellence against all odds

BRAND CONNECT | PAID POST
Published: Aug 24, 2021 12:16:42 PM IST
Updated: Aug 24, 2021 05:23:02 PM IST

Zoya's patented artistry: Inspired by history

Every piece of jewellery tells a story, goes an old adage. And India has been telling such tales since over 5,000 years when the first ornaments were crafted in the Indus valley. Using semi-precious materials such as carnelian, turquoise and feldspar, artisans fashioned necklaces and bracelets with carvings, bands, dots and patterns. Some were set in gold. It was a painstakingly slow process but a personal one. The thing of wonder is not what we did with tools and rudimentary technology at the time, but how some of those designs have stood the test of time and continue to be worn, with some variations, by women even today.

On those lines, inspired by history, in a nod to the ancient fables of women, water and life, Zoya, the exquisite diamond boutique from the house of Tata, presents Samāvé, a collection of rare jewellery. Unlike expensive trinkets that have embellishments for their own sake, Samāvé combines elegance with perfection and attention to detail.

How so? Sample this: readers familiar with the Christopher Nolan-directed masterpiece, “Inception”, will remember how, in a dream, one could cheat architecture into impossible shapes that lets you create closed loops, like the “Penrose steps”, the infinite staircase. Now what if this dream manifested itself into reality that brings to life the patinated vine-like Penrose staircase, spiraling together leading to water or light, the two elements of life? Samāvé’s pulls off what is impossibly beautiful with offerings across a versatile selection of earrings, neckpieces and bracelets.  

Samāvé is a tribute to the spirited women of today who set high standards for themselves in everything they do. The Zoya woman has exquisite taste, finds meaning in everything she owns, peerlessly leads by example and is constantly in pursuit of excellence. For her, Samāvé is not a thing to be shown off. It is not an accessory to flaunt. It is an extension of one’s own self. The design reflects individuality and meant to be celebrated every day.
“It is a passion for immaculate design and an innate understanding of the woman and her journey that drives Zoya. Zoya has always challenged traditional notions that endorse the view that jewellery was meant to display one's status and be worn sparingly,” says Amanpreet Ahluwalia, Business Head of Zoya.

The inverted water-temple in Samāvé’s design serves as a metaphor for her journey through a noisy, cluttered world into blissful simplicity. There is a sense of camaraderie shared among her tribe that rejuvenates her and allows her to live life, sometimes with playful abandon and often with grit to dust off obstacles in her path. Zoya connects her past with the future in a step-well motif, a constant reminder of the perennial power of the feminine spirit.

To accomplish this, Zoya has not held back. It has transformed jewellery and reinvented the category by combining its artistic legacy with technological nous. It has now launched its maiden, registered patent ‘Zoya Baoli Setting’, an autograph collection that will be a hallmark of all future introductions, culminating into a distinctive and unique brand image.

Indeed, elegance, as they say, is not about being noticed; it’s about being remembered. And creating a legacy long enough to be remembered, takes some effort, much like in bringing to life Zoya’s signature setting, chiselled by its master craftsmen.

It’s a fine balancing act. The precious stones are placed at an unusual incline to match the geometry of the outer square while negotiating the inequities of natural stones. The angle of baguettes in an unending loop, emanates continuous stream of light, to create a dramatic play of light and shadows. To simulate the ‘reverse’ architecture, a round cut diamond takes centre stage, representing the aquatic heart of the step-well, the essence of life. Indeed traditional prongs are of no help to craft the inaccessible areas in the whole design.

Samāvé’s unique setting is achieved through very precise casting of finest quality diamonds directly into the gold. These diamonds have an ability to survive the intense heat of the casting process in a furnace. Tiny step-cut windows behind the stones ensure accessibility for polishing tools, which finally deliver the impeccable finish that has become synonymous with a Zoya product.

“This collection is a distinguished feat in jewellery making”, says Ajoy Chawla, CEO Jewellery division, Titan Company Limited. The design story celebrates the centrifugal force that is the Zoya woman while the registered patent underscores Zoya’s commitment of continuous investment in design innovation, excellence in craftsmanship and legacy of creating works of art that bring together global sensibilities, and redefine the way in which fine jewellery is presented in India and globally.”

Website: https://www.zoya.in/samave/

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