The new collection aims at catering to nine states – Punjab, Bihar, Gujarat, Rajasthan, Andhra Pradesh, Tamil Nadu, West Bengal, Karnataka and Maharashtra. The ornaments have been designed keeping in mind the sensibilities, preferences and requirements of consumers from these regions.

“We visited each of these nine communities, visited local jewellery shops, people’s houses to find out the essential ornaments used traditionally in their weddings. We gathered in-depth knowledge about the kind of designs used there and then, we crated these designs blending their tastes and a touch of our modernism,” Anjali Sikka, design co-ordinator (north), Tanishq, told IANS.

The collection boasts of borlas (round maang-tikas) for Rajasthani brides, vanki (armlets) and kamar-bandh (waist bands) for southhern region and pearl nose ring with jasmine motif for Maharashtrian brides.

Kundan, polki, diamonds, gold, enamel, stones – all of it has been used for the new bridal collection. There are also generic jewellery items like rani haar, bangles, maang-tikas, jhumkas, mangal sutra pendants, but with unique designs, created after gathering information from the communities itself.

“We have done extensive research for this jewellery collection for a year and realised that each region has specific needs for certain jewellery pieces that are typical to their community. So to create a larger impact for Tanishq jewellery in the overall Indian wedding jewellery in the market, we have come with this concept,” Sandeep Kulhalli, vice president Tanishq, told reporters.

According to Kulhalli, wedding jewellery accounts for at least 50 percent of the entire Indian jewellery market, which is over Rs.1,00,000 crore. And with this initiative, the brand hopes to expand its market share, especially in Tier-II and Tier-III cities.

“At the moment, most people still subscribe to family led jewellers. But with this collection, we are aiming at a pan-India interest as there is something for everyone out of those nine communities. Often, people like to wear jewellery specific to another region. So we are a one stop shop now,” said Kulhalli.

He said their decision to focus on just nine regions for the launch is based on the number of people in the community, importance of jewellery in their weddings and the scale of their weddings.

“For now, we have started with these regions. But we want to expand each year after more research about the areas,” he added.

The GWILD range has timeless pieces of elegant diamond pendants, necklaces, bracelets, earrings and rings. Mr. Nitin Goenka, Managing Director, Goenka Diamond and Jewels Limited, elaborated on the collection, “G WILD has been specially designed keeping in mind today’s woman. The designs are subtly blended with contemporary and timeless class with the best quality diamonds. This collection is perfect for all occasions whether it is a formal business meeting or cocktail party.”

The G Wild Collection :

Diamonds in Motion: The range flaunts an array of style and class with innovative and contemporary styling of pendants and earrings. Finely crafted diamonds pendants in shape of amulets, lucky charms and symbols, along with an exclusive range of stunning diamond patterns earrings defines the generation next fashion. The entire range is framed to suite any occasion dawning a grace and elegance.

Colours of Life: The collection ‘Colours of Life’ incorporated in the ‘Rings’, personifies positivism in life. For a new beginning of a colourful life, the collection dawns a range of colours, sharing the moods and emotions from the book of life.

Chandelier Collection: The chandelier collection defines the style of modern woman to team up with an exclusive event and dazzle in the crowd. The chandelier collection presents an array of earning and pendants, which attracts many eye balls in an exclusive event.

Price and Availability:

Priced from Rs. 10, 000 upto Rs. 5 lakhs, G WILD has its own exclusive stores across in India. Two stores are in Mumbai and one in Ludhiana. It also has two franchisee stores in Gurgaon and Chandigarh. To add another feather to its cap, the company is also in the process of inaugurating another of its store at UB City, in Bangalore by the end of this financial year.

Certificate of Authenticity:

The G WILD collection comes with an assurance of quality par excellence and a Certificate of Authenticity is given on the purchase of any jewellery. The store also provides with 100% Buy Back and 100% Exchange policies.

Collection now available at GDJL stores in Mumbai : Atria Mall, Worli and Lokhandwala, Andheri West.