Tanishq launches work-wear jewellery with ‘Mia’ via @tatacompanies

	The sub-brand is the first to introduce jewellery line for working women Mumbai: Tanishq, one of the leading jewellery brands in the country, today, launched its first sub-brand Mia, a line of jewellery specially made for working women. Mia has been particularly designed for today’s working women who until now had not much of a choice with the formal line of jewellery. The line comprises two distinct designs directions, one in the modern and another in the ethno contemporary space; spread across modern silhouettes of earrings, finger rings, pendants, and bangles with a twist. Speaking on the occasion, Sandeep Kulhalli, vice president, Tanishq, said, “It is indeed a proud moment for Tanishq to launch its first sub-brand, ‘Mia’. The brand is meant for women on the go, who are engaged in various professions and have a well-established accessory ensemble, unfortunately excluding jewellery. Fine jewellery that working women buy is mostly for traditional occasions, and do not have an offering for their daily wear in the market. Tanishq, the national jeweller of India, is best suited to understand the needs of these consumers and has put together a wonderfully-crafted, well- designed jewellery collection, which will make them love to go to work!” Talking about the collection, Revathi Kant, design head, Tanishq, said, “Mia is a tribute to today’s working woman. The design inspiration is derived from an in-depth understanding of her life. This collection is high on design quotient, light in weight, affordable and apt for today’s modern woman.” The design in the Mia collection incorporates fine geometry, complexity and textures. The assortment has captured floral graphics, abstraction and hint of colours through the use of mother of pearl, which is a key feature. The forms are voluminous yet very light with techniques such as electroforming and filigree casting that have helped to impart the new look. Apart from the collection itself, yet another feature that sets it apart is its online campaign. The digital strategy crafted for this very unique jewellery line is equally inspiring. Right from a very exciting start with a pre-launch micro site (http://bit.ly/WhatareYouMissing) that built the curiosity of the audience with thought-provoking videos of real working women, to a first-of-its-kind interactive video catalogue. The response to the campaign has been overwhelming with the attention of thousands of working women. The Mia line of fine jewellery has over 100 designs and is a ‘dream come true’ for over five million working women in India who didn’t have a one-stop shop for formal jewellery wear until now. Priced at Rs5,999 onwards, the collection is available across the 130 Tanishq outlets in over 76 towns.