BRANDING & MARKETING - Fashion's Finest Alliances: Inspiring Collaborations Between Jewellers and Leading Designers

The coming together of couture and jewellery in a collaborative endeavour is a mutually beneficial exercise for both jewellery brands and fashion designers. Suneeta Kaul takes an in-depth look at some of the collaborations that turned out well

- Suneeta Kaul

The trend of jewellery brands collaborating with fashion labels is well and truly catching on. It is a mutually beneficial exercise both the collaborating parties get to extend the sphere of their influence, reach a wider audience and create a buzz around themselves.

In order for a collaboration to work, both parties need to share the same values and have a similar design aesthetic. A lot of thought has to go into the partnership if it has to succeed, and diverse talents have to combine seamlessly so as to offer customers a unique and compelling product, and a memorable experience.

SOME COLLABORATIONS THAT WORKED

In recent times, a number of renowned jewellery companies have collaborated with big names from the fashion industry to promote their brands, with encouraging results.

Reliance Jewels and Monisha Jaisingh

Reliance Jewels collaborated with fashion designer Monisha Jaisingh to promote its Thanjavur collection at the Lakmé Fashion Week in March this year. Says Sunil Nayak, CEO, Reliance Jewels, "At Reliance Jewels, we are always seeking innovative ways to bring exquisite jewellery designs to our customers. Our collaboration with renowned fashion designer Mo isha Jaisingh for our Thanjavur collection was prompted by her exceptional talent and unique creative vision.