Zoya partners with Gauri Khan to launch 'Rooted' collection online

By

Isabelle Crossley

Published
Oct 1, 2020

Tata Group fine jewellery brand Zoya teamed up with celebrity interior designer Gauri Khan to hold a virtual launch event for its new line ‘Rooted’, and has launched a video-call shopping service.

 
On September 30, Khan joined Titan Company Ltd’s jewellery CEO, Ajoy Chawla, and chief design officer, Revathi Kant, to launch Zoya’s new line ‘Rooted’ at a socially distanced, digitally broadcast event. The 45-piece fine jewellery collection is designed to exist outside of seasons or trends, and is inspired by nature and rainforests, the brand announced on Facebook.
 
“With the world in chaos, resilience is the need of the hour,” Khan told Vogue India about the launch, at which she wore a Gaurav Gupta dress. “So, the theme of the collection is very relevant. I like the metaphor of the rainforest as a reflection of a woman’s inner strength, and her journey to embrace the deep feminine within.”

The line features fusion-style designs including cocktail rings, yard chains, torques, hoops, cuffs, drop earrings, and bangles. The line has launched at brick-and-mortar Zoya stores in Delhi, Mumbai, and Bengaluru, and is also available online.
 
In order to respond to the ongoing coronavirus pandemic, Zoya announced on Facebook that it has launched a video-shopping service to enable people to shop the collection from their homes.

Shoppers can browse jewellery over a WhatsApp video call with shop staff and ask questions about the items, which is intended to give shoppers more confidence to purchase high-ticket jewellery online.