A Slice Of The Future, This First Indian Jewellery Collection Launch In The Metaverse Is Refreshing But Still Under Construction

A Slice Of The Future, This First Indian Jewellery Collection Launch In The Metaverse Is Refreshing But Still Under Construction

We’re all aware of the growing craze of metaverse in times today. Allowing us to make some distance from the real world, metaverse in no time has become an interesting platform for industries all around the globe to experiment with. While the concept still seems like a Math problem to many, its arrival in the Indian market has been delayed but is no less grand. An experience in itself, I was invited to one such event in metaverse this afternoon and well, it had me surprised. Held by one of India’s leading jewellery brands–Tanishq and its sub-brand Rivaah, the label turned host in the metaverse with the team interacting with the invitees in their cool-metaverse avatars. Launching its wedding wear special collection–Romance of Polki, Rivaah explained the importance of wedding wear jewellery in today’s market and how the label aims to marinate traditional designs with a contemporary outlook.

While if you ask me, jewellery has enjoyed the position of being a generational emotion for years, and the idea of launching it in the metaverse was indeed a refreshing experience. Starting from the very start, the event commenced with an introduction to the collection by Mr Ajoy Chawla, CEO, Jewellery Division at Titan Company Limited. The close to two-hour-long presentation was divided into various divisions, which constituted of the occasion-specific jewellery display, current market status, trends to look forward to and a brief interaction with Mr Chawla, who marked his presence through a live video window.

 

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Eversince the invite flashed on my screen, the term metaverse kept me glued till the actual date of the event and of course fuelled excitement too. Taking the approach used by various brands across the world, with fashion giants now venturing into Metaverse fashion weeks, and metaverse specific collections–exchanged using NFTs, Rivaah by Tanishq perhaps paved the way for others by offering the guests a three-dimensional virtual experience titled–Rivaahverse. After an exciting session, we were then directed to an experience window, which was nothing less than a showroom visit. Decorated with flower-laden display cubicles, some exquisite pieces from the collection were exhibited for a closer look. Being a design student myself, I pretty much was impressed with the first stroll around the exhibit, itself. Also, a bit slower, coz the navigation buttons were at times weirdly directing me toward outer space. 

Every piece came with a description board attached to it, explaining the intricate karigiri, and offering a closer look at the digitised version of the actual piece. Another cool feature added to these display tables was a specific QR code that helped viewers gain a closer view of how the piece would look on them, which is nothing more exciting than the Snapchat Dulhan filter, which I every time use in the quest of sarcasm in my life. This also explains, the need for perhaps more work on that aspect.

A fast-paced walk if I may mention, can help you cover the entire section in less than ten minutes, which should not be a drill. Meeting industry friends, and co-guests was facilitated through avatars and audio tools, but indeed a lost chance, because there’s still more to be explored digitally. Plus I at times also found myself twirling and stuck behind the set-up with no way out for close to eight minutes, all thanks to the navigation (I wonder what the other avatars must be thinking looking at mine). 

Definitely an innovative shuruwat towards the future of design and retail, this metaverse launch has added a feather to the label’s hat. The medium of interaction and also the display setup had beautiful installation designs which are remarkable for a debutant in the field of the metaverse. The medium indeed serves as a great tool, in a homebound situation, which is pretty much another version of the future that we witnessed these past years. High-quality avatars and cool character names made the event a personalised space for the attendees present. With no error in connectivity and not a single mention of a fumbled schedule, the conversational aspect of the conference was a smooth ride, with all our questions being answered. Just like a showroom display, the ambience was well-lit and soft music was quick enough to take over the buffering slots. 

 

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While I still believe nothing can equate the real-life charm (especially in terms of jewels), this experience was refreshing and could be a great tool used by brand launches going further. Also, talking about the stunning collection–Romance Of Polki, the pieces put on display included a lineup of bangles, jhumkas, chokers and detailed neckpieces. Talking about the trends in the realm, Polki seemed like a winning piece as compared to vintage gold, as also suggested by Mr. Ajoy Chawla, CEO, Jewellery Division at Titan Company Limited. Reflecting the grandeur of Rajasthan, and the craftsmanship of the state that inspired the collection designs suiting every function throughout the wedding festivities made space for a blend of contemporary designs and heirloom-worthy elements. All and all a delightful afternoon and a refreshing new experience in the metaverse, the future of style is near and we’re glad the vision seems closer than ever. 

 

Image Credits: Rivaah By Tanishq

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Jasveen Kaur Sawhney

Jasveen Kaur is a fashion writer, and pyjama hoarder, who loves watching interviews of all kinds, and checking her Pinterest mood board every hour!

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