House of Tata's Zoya launches 'Aeterna' with two patented stone cuts

By

Isabelle Crossley

Published
Mar 7, 2022

House of Tata's diamond jewellery brand Zoya has patented two new stone cuts for its latest product line named ‘Aeterna’ which puts amethysts front and centre. 

Zoya has developed two unique stone cuts for amethyst for its latest launch and the patented cuts are variations on icosahedron and dodecahedron forms, the brand announced in a press release on March 7. The cuts are designed to ensure optimal stone visibility and the stones have been set with complex settings developed to fit with the new stone cuts. 
 
“At Zoya we have always believed that when a woman embarks on the journey of reconnecting with herself, she starts to feel truly alive,” said Zoya’s business head Amanpreet Ahluwalia in a press release. “As a woman myself, I felt it was important to tell the story of the divine feminine energy that is inherent in us all… Versatile and immensely wearable, Zoya’s Aeterna is a beautifully crafted, powerful talisman, a lovely reminder of this elemental power within. Every piece in this collection is as worthy of being cherished as the woman who wears it.”

The collection uses motifs inspired by sacred geometry and the 40-piece diamond jewellery collection features amethyst, pink sapphire, morganites, and rose gold for a highly feminine aesthetic. Celestial motifs are also interpreted as wearable jewellery designed for both everyday and occasion wear. 
 
“Zoya has built a reputation for redefining the way fine jewellery is perceived in India,” said Titan Company Limited’s chief design officer Revathi Kant.

“With Aeterna, Zoya continues to demonstrate its leadership in design innovation, with unconventional, patented cuts that deliver a very modern form to the jewellery, with clean lines and edgy geometry. The collection is designed to dress up your daily wear and offers endless versatility in styling as it can be stacked or worn individually. With complex construction Aeterna is a lively meaningful collection which is extremely stylish.”