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New sheen

TINA GARGTINA GARG


WALK IN to the Tanishq Showroom on Dickenson Road and you will be surprised to see the sheen of a metal different from the gold that Tanishq is usually associated with. You find a whole new range of silverware — stylised Diyas, neat looking salvers and trays, Ganeshas with soft contours, a meal set for a child and so on. The offering is an attempt to qualify as a "complete jewellery store", says Jacob Kurien, CEO, Jewellery, Tanishq.

Sensing a need in the market for quality silverware for gifting and for special occasions, Tanishq has introduced a collection that is not just sterling silver (92.5 per cent silver and 7.5 per cent copper), but designed aesthetically to give you a look that is a blend of the traditional, functional, and contemporary. Says Mr. Kurien: "We realised that most of the silver in the market was not of sterling quality, was badly designed, and over priced. Good quality silver is available too, but it comes at an enormous price. That's where we bridge the gap, giving you value and quality."

The Tanishq silverware, which currently showcases a limited range of products, is basically divided into four collections — the puja collection (Ganesha, kalash, diyas, bells), corporate collection (desk accessories, salvers, plaques), baby collection (plates, bowl, spoon etc.), and the household silverware collection (fruit bowls, vases, salt and pepper shakers, glasses etc.).

With over a year of efforts into design and production of this collection, Michael Foley, Head of Design at Titan Industries Ltd., has clearly reinvented traditional silverware. One finds his designs unpretentious, yet likeable. "My personal favourites are the puja collection and the vases," he says. The puja collection has a beautiful set of diyas, with gold brushing on the inside and a beautiful five-pointed puja lamp. There is also the simple, yet beautifully contoured kalash with gold brushing on the inside. "To enhance the look of silver, we have used techniques such as gold washing, hammer beating, engine turning, and enamel painting," he explains.

Unlike the regular silverware in the market, the entire collection is given a smooth, clean polish, a la German silver. The collection is not sold as per weight, but each piece is priced individually, positioning it as an object of design and styling. Of course, Tanishq's authenticity certificates accompany all pieces.

While the company plans to watch the market carefully and introduce new designs only twice a year, it promises some real show stoppers. They also plan to take the collection to lifestyle stores. The Tanishq silverware is available in its showrooms in Bangalore and Delhi.

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