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Published
Apr 12, 2022
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Titan's Tanishq launches first collection on metaverse

Published
Apr 12, 2022

Titan’s jewellery brand Tanishq announced that its brand Rivaah has held India’s first metaverse-based virtual launch for its new bridal jewellery collection ‘Romance of Polki’. 

'Romance of Polki' by Tanishq's Rivaah - Tanishq- Facebook


As Indian fashion continues to embrace digital avenues, Rivaah turned to the Metaverse to launch its new line with, “an immersive and personalised 3D virtual experience,”the Gem and Jewellery Export Promotion council reported on its website.

The ‘experiential’ led-launch enabled guests to view 14 of the collection’s new jewellery designs as 3D images in a dedicated zone and could rotate the 3D avatars to see pieces from different angles and in detail. 

“We are pleased to launch India’s first jewellery collection on Metaverse platform,” said Titan Company Limited’s jewellery division CEO Ajoy Chawla in a statement, the GJEPC reported.

“Marrying opulence of yesteryears with contemporary design aesthetics, the ‘Romance of Polki’ collection crafted by Tanishq’s master karigars speaks volumes about our Indian heritage and exquisite craftsmanship. The collection has been designed for the new-age bride who is rediscovering her tradition and looking for traditional regal jewellery with a contemporary spin.” 
 
Using the metaverse for the launch also enabled guests to socialise with each other on the platform and use QR Codes on their mobile phones to try on pieces from the collection virtually on an avatar they created. The experience was named ‘Rivaahverse’.
 
The collection is designed to create ‘modern heirlooms’ and features diamonds, rubies, emeralds, and pearls with statement necklaces, chokers, earrings, and maang tikas among other pieces. Following the virtual launch, the collection launched in Tanishq’s stores across India.  

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