Jewellery brand Tanishq is celebrating its three-decade presence in Ahmedabad with a series of two fashion shows over the weekend, where it has invited its customers to walk the ramp and model the company’s latest collections.
A division of Titan Industries, Tanishq has six stores in Ahmedabad, with a roster of 3,00,342 families as customers. Over the past week, a selection of these customers has been training under a Mumbai-based choreographer for the fashion shows. The initiative took off on Saturday with an audience of over a thousand customers coming to view the first show at the YMCA.
Tanishq CEO Ajoy Chawla, who has flown into the city to oversee the big event, calls it a gesture of gratitude to the company’s loyal customers. “This is first time we are doing this on such a large-scale,” he says. “The response has been overwhelming, with Tanishq ladies coming forward in numbers to participate. A leading doctor was supposed to be walking the ramp, but she dropped out when she learned she would have to rehearse for a week.”
The show saw the launch of three new product ranges: the Rivaah range of ornate wedding jewellery; the Tales of Tradition range with Vilandi Jadau designs crafted in Bikaner and Rajwada Kundan necklaces; and the Best of Diamonds. The fashion show was preceded by presentations from the company’s design head Garima Maheshwari and other senior executives.
With 24 stores across the state (mostly franchisees), Gujarat currently accounts for six per cent of Tanishq’s sales. Around 70% of sales is gold jewellery, with diamond studded jewellery making up the rest.
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