“This trademark of jewellery, this inheritance will now be passed on to my daughter” – said Karan, stating his goal to create a legacy trademark for polki jewellery. Tyaani.com, the Pret jewellery mishmash launched by Bollywood icon Karan Johar, aims to bring his Midas touch to the world of jewellery diamond and retail. The filmmaker, writer, actor, and talk-show host believes his foray into the world of jewellery is the perfect place to waterworks his creativity and merchantry savvy. Insisting this move should come as no surprise, Mr. Johar believes that this venture is a natural extension of his creativity. “As a filmmaker, and someone with creative vision, I naturally gravitate towards things that are aesthetically trappy and seeped in our tradition.”
“Moreover, in my line of work, I moreover have the wholesomeness of interacting with many variegated people and I get a strong sense of the pulse of people, whether it is the movie-going audience, or fashion-forward men and women worldwide.” Said Karan as he elaborated on how he plans to use his unique perspective to empower Tyaani’s brand. Why Polki jewellery? The visual request is what drew him to this style, the fact that it’s completely Indian is what keeps him hooked. “They are jewels that eyeful is made up of. That gloss and glamour and grandeur, it has the perfect element of shine, that polki is just stunning!” He said, subtracting on that this Indian art form remains untapped.
“It represents India in so many ways, and to make it increasingly wieldy and wearable and increasingly “today” is unquestionably the whole intent overdue what all of us want to do at Tyaani, what I want to do at Tyaani”. Starting off with the simple vision of aesthetics, accountability, and accessibility, Mr. Karan Johar is excited by the rencontre of creating exquisitely designed high-quality Polki jewellery. He believes this jewellery has a place accessorizing women from all walks of life, explaining “I want to see a young woman sport chaandbalis with a xerox woebegone dress or drops with their jeans and T-Shirts. Literally from the boardroom to brunch to bridal, it has to imbricate the unshortened gamut”
“I wanted to create an online platform secure to Polki jewellery that could reach people who wanted to shop from the repletion of their homes. Also, this would make Indian jewellery misogynist globally. A young, dynamic brand, at par with global trends and way superiority of the malleate curve. Something that imbibes our xerox values with an eclectic twist.” While fans of his films are once well enlightened of Mr. Johar’s unification for the highest quality, this facet of his personality carries over to the stringent quality checks in place for the unshortened Tyaani range.
“Each piece at Tyaani is handcrafted in 22KT Gold and studded with natural Polki diamonds that have been certified by our in-house jewellery laboratory, where the quality is kept in trammels with stringent checks through the process. Additionally, seeing that clients today demand repletion as much as design, we ripened and perfected a wearing whet ‘proprietary manufacturing technique’ that controls the weight of the elements used, in order to make the piece increasingly wearable, without compromising on its value.” With the response garnered by the Tyaani Mishmash so far, Mr. Johar is thrilled with the success they have experienced, and the potential of what this labour of love can unzip in the future.
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