When Prachi got in touch with me and introduced me to the delicate Diamonds of Eve collection by Zoya Jewels, I was not sure how I would be able to make the story work at such short notice. The way things turned out, however, I’m pleased as punch. My biggest worry, when working with a new client brand, is that the entire setup needs to work without me having to force anything. Apart from making beautiful photographs, everything needs to tie-in with the brand’s ethos & marketing goals. With the case of the jewellery launch at the Zoya boutique in GK I, apart from the fact that this would be the first time I was working with the brand – I wanted to put my bestest foot forward – I was really worried about a suitable ensemble to wear. ( It’s been a while since I’ve flirted with any sort of bling! ) As luck would have it, the same evening, Tarun Tahiliani was launching a store of his own and I came to possess one of the ensembles from his AW16/17 collection and suddenly my brain put two and two together and it was PERFECT!
The Diamonds of Eve collection is delicate and minimal and while the brand intends it for cocktail events, I think they’re subtle enough to be worn even during a formal meeting in the day or a brunch setting. There’s a bit of color with the sapphires and emeralds but most of the collection is more white and clear diamonds, which makes it suitable to be worn with pretty much anything. Think simple little black dress with a bracelet from this collection. Or even formal western tucked-in shirt with trousers and the glint of a diamond bracelet peeking out from under the cuff. Elegant, simple, shiny.
By the time I got to the Zoya boutique ( Hello Delhi traffic! ), the store was already full of guests who were hogging the collection display. ( One lady – who is a regular customer at the store – even purchased a piece before I had a chance to photograph it! ) Being a Tata brand commands a certain respect and trust and it was evident in the guests who graced the evening.
Apart from the new collection that the boutique launched, they also have some other stunning collections on display. The visual merchandising is totally on-point as well. ( I’m not sharing photographs of other collections in this photo story because my brief was specifically for the Diamonds of Eve but do check out the Zoya website – all links at the end of this feature – and you’ll see what I mean. )
(As always, all images in blog posts are clickable to view larger sizes.)
Special thanks to Prachi for making this happen at such short notice. Thanks to Kirti and Punit Rana for taking care of us at the store. And thanks for those lovely Italian wine glasses! I got back home and poured myself a glass of red to celebrate a lovely evening.
The Diamonds Of Eve collection can be seen in more detail – with photographs of all the pieces – on the Zoya website.