In line with its focus to become a fashion brand rather than just a jewellery brand, Tanishq, the branded jewllery player, is taking its design expertise to new products like awards and mementos. 

The latest from Tanishq is the design of the ‘Apsara’ award for the Producers Guild Awards. The company also designed the Femina Miss India crown this year. 

Speaking to FE, Tanishq COO Harish Bhat said the company would be associated with more such events with high-fashion quotient in future with its design expertise. Earlier, Tanishq launched a designer silverware collection with table ware, baby silverware, puja ware and vases. 

Blending contemporary with the traditional has been the basis for all design endeavours. The latest Apsara award has been inspired by art in Ajanta and Ellora caves. 

In the jewellery segment, Tanishq makes it a point to introduce 200-300 new designs every month, Mr Bhat said. 

‘‘The trend in the jewellery segment is moving away from traditional to contemporary, lightweight designs and diamonds and other gemstones.” Branded jewellery is picking up in the country and is at an inflection point today, he said.