TANISHQ UNVEILS ITS POILA BOISHAKH COLLECTION ‘UTTAMA’
~ The exclusive collection has been curated by the women of Bengal, for Bengal~
10th April 2022: In search of excellence and all-inclusive design, Tata brand Tanishq made a unique collection ‘UTTAMA’ for Baisakhi festival of Bengal. People made the design and corporate made the final fifty to be released for people to enjoy. Gold is the passion of beautiful minds with exotic outlooks and a better part of human society. Mimi Chakraborty Actress turned MP bought it out for the media at a glittering event and now the entire Kolkata started talking about the new collection while the economy is still looking for a breather. These kinds of luxury items launch, surely an indicator that the market is recovering and hence brands like Tanishq started marketing ‘UTTAMA’. Surely this Poila Boishak is special for the special one in your life.
Tanishq, India’s largest jewellery retail brand from the house of Tata, today launched an exclusive collection called ‘Uttama’ to revel in the auspiciousness of Poila Boishakh. Celebrated Bengali actress Ms. Mimi Chakraborty unveiled the unique collection today at a press conference at The Westin Hotel, Kolkata in presence of Mr. Amit Dharap, Regional Business Head-East, Titan Company Limited. This line of exclusive pieces handpicked by the women of Bengal is a celebration of the multidimensional facets of women that make the land of Bengal so vibrant and unique.
To celebrate the New Year in a truly new fashion, Tanishq invited the inimitable women of Bengal to infuse their unique spirit into this collection. For the first time ever, over 50+ regional jewellery designs were opened up for voting and more than 7000 people of Bengal came together to curate Tanishq’s Poila Boishakh collection. To further add to the festive charm of new beginnings, the celebrated actress, Ms. Mimi Chakraborty, will be seen adorning the signature pieces that emerged as the choice of Bengal.
Ranging from intricate filigree to stamp work in an array of stunning designs, this collection features a wide range of festive and wedding jewellery designed to celebrate the fiercely expressive, culturally expansive woman of Bengal. Like the twinkle of the Chur that shines bright like her resolve or the clink of the Balas, a melodic reminder of her traditions or the swaying Sita-haar that gleams with her laughter, this collection is a unique confluence of Bengal’s culture. Each of these handcrafted pieces are the work of many karigars of Bengal, and it’s their authentic detailing & ornate craftsmanship that make these pieces stand out for what they are, truly Bengali.
Set in a traditional and quintessentially Bengali home, the campaign featuring Mimi brings out varied emotions at play, the feeling of Bangaliana oozing out in every visual -truly expressive and expansion in thought.
Tanishq’s distinctive ‘Uttama’ collection is entrenched in the traditional Bengali designs crafted in yellow gold with a hint of modern- contemporary infusion to appeal to all the senses of the modern Bengali woman.
Speaking about the launch of the ‘Uttama’ collection, Amit Dharap, Regional Business Head – East, Titan Company Limited said, “Poila Boishakh is all about a new year with renewed positivity and hope. This time, we wanted to bring something new and unique to the women of Bengal. To make this Shubho Noboborsho truly special, the ‘Uttama’ collection is chosen by the women of Bengal, for women of Bengal to infuse their spirit into the collection. Our Bengali Karigars have handcrafted fine gold jewellery in intricate filigree, chillai and stamp work across choor, baala, Sita haar, kaan, shaka, Pola and many more. Each piece of jewellery is a celebration of the multidimensional and distinct personality of the woman of Bengal that makes the land so vibrant, truly Bengali.”
Speaking on the festive occasion, Ms Mimi Chakraborty, said “Poila Boishakh marks the onset of an auspicious new year. What better way to bring in the auspiciousness than to revel in the festivities with Tanishq’s ‘Uttama’ collection that has been curated by all of us! Each piece has been crafted with love by our very own Bengali Karigars and is a reflection of your choice. The collection will perfectly complement your ethnic and ethno-contemporary attire. I am more than honored to launch Tanishq’s Poila Boishakh collection – Uttama – on this very significant day and here’s wishing everyone golden days to come- Shubho Noboborsho.”