Design-led natural gemstone range targets modern Indian women ahead of Akshaya Tritiya
Tanishq, the jewellery brand from the Tata Group, has launched ‘Hues’, a design-led collection of natural gemstone jewellery, as it looks to tap into the fast-growing demand for distinctive and contemporary pieces among modern Indian consumers.
Timed ahead of Akshaya Tritiya, the collection marks the brand’s strategic push into the natural gemstone segment, anchored in the use of 100% natural coloured stones and a strong focus on design innovation. The move reflects a broader shift in consumer preferences, where jewellery is increasingly viewed as a form of personal expression rather than purely an investment.
The ‘Hues’ collection draws inspiration from the fluidity and vibrancy of an Indian summer, translating these elements into sculptural silhouettes and bold compositions. Each piece is centred around the gemstone, with design elements crafted to enhance the stone’s natural colour and depth. The collection features a mix of cuts, including marquise, tabiz and cabochon, alongside layered colour techniques such as bunching and slicing to create a sense of movement and texture.
Crafted in 18-carat gold, the range incorporates gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites, sourced from global markets and selected through stringent quality standards. Tanishq said the offering is backed by transparent pricing, lifetime maintenance and full exchange value, aimed at building trust in the natural gemstone category.
Actor Triptii Dimri has been roped in as the face of the campaign, which positions colour as a medium of self-expression and celebrates individuality. The campaign visuals highlight the interplay of colour, form and emotion, aligning with evolving consumer tastes.
Pelki Tshering, Chief Marketing Officer at Titan Company, said the brand aims to redefine how women engage with gemstone jewellery by combining contemporary design with cultural sensibilities. Garima Maheshwari, Head of Design at Tanishq, added that the collection represents one of the company’s most ambitious explorations of gemstone-led design, where the stone forms the foundation of each piece.
Starting at Rs 30,000, the collection is designed for both everyday wear and special occasions. To coincide with the festive season, the brand is offering promotional benefits, including discounts on making charges and exchange schemes, in a bid to drive consumer uptake during the auspicious buying period.
With over 500 boutiques across more than 300 cities, Tanishq continues to expand its product portfolio, aligning with evolving consumer preferences and reinforcing its position in India’s organised jewellery market.
