The Zoya Factor
If exclusivity and innovation are the hallmarks of true luxury, Zoya makes a strong case for it.
Individualistic, confident, bold and refreshingly original, pirouetting gems in vibrant colours and compelling styles weave a sparkling saga that play protagonist to the Zoya narrative. This year, Zoya celebrates over a decade of artistry with rare masterpieces in diamond, gold and precious stones. The luxury jewellery brand from Tata visualises an exclusive, personalised world of limited edition pieces, handcrafted to delight an audience for whom standing out is the only thing worth standing up for. With exceptional design, authentic storytelling and masterful craftsmanship, Zoya has been redefining the space of luxury jewellery. Ajoy Chawla, CEO, jewellery division, Tata Inc gives us interesting insights into what makes the brand tick and click.
The Zoya woman—From muse to storyteller
When we thought of Zoya, we were looking to connect with a woman who is aesthetically astute, well-travelled and discerning in taste. To appeal to her, Zoya was designed to be global in expression, but bearing an Indian soul. As the brand evolved so did the Zoya woman, who transitioned from nurturer, caregiver and dreamer to an ambitious gogetter. Today, she engages more deeply with her personal aspirations finding clarity of purpose and strength from within. It is these myriad journeys that inspire Zoya’s collections to help discover her own feminine self. Initially the brand focussed more on her external journeys, but now there is a deeper focus on the woman and her inner quest.
On Being Au courant or trendsetter
Our designs do keep a keen eye on the goings on around the world, but as a luxury brand we don’t necessarily follow trends; often we create them. For instance, when gold was trending, we adapted that trend to include it in Zoya’s design language like with our collection Rouge. At other times we have created something entirely new like the “Crown Shyness” piece from our new collection Rooted which presents a combination of coloured stones that is unlike anything ever before.
What’s selling in the current market?
People are gravitating towards meaningful jewellery. With more intimate social interactions and fewer large events, jewellery in the wearable luxury space is more popular right now than high investment jewellery. People are also looking to buy wearable but distinguished pieces—artistic and timeless. Our new collection Rooted is vibrant and spirited with beautiful, contemporary pieces inspired by a rainforest motif that symbolises inner strength; an apt theme for current times.
What lies ahead?
After successfully establishing our businesses in Delhi and Mumbai, this year we made a foray into South India with a flagship boutique in Bangalore’s luxury hub, Vittal Mallya Road. We are planning to set up a boutique in Hyderabad next and definitely want to test the potential in other cities such as Chennai, Kolkata, and Ahmedabad in the future.