Mumbai: Born with the heritage and the legacy of Tanishq, Mia is a brand of bold, modern and chic jewellery. For the young and the young at heart and the stylish, Mia crafts gold jewellery in designs that are unique, minimal and extremely versatile. Featuring a wide range, the collections from Mia are designed to accessorize you for every moment and every occasion effortlessly. Crafted in 18kt & 14kt gold, Mia’s diamond jewellery range has over 1500 designs starting at Rs 4999/-*. Mia is a network of over 120 standalone stores and is present in leading Tanishq stores.
As the festival of lights, Diwali, approaches, Mia by Tanishq introduces the Starburst collection, a cosmic-inspired ode in jewellery. This collection captures the essence of the sun, moon, stars, and planets, resonating with the festive spirit of Diwali, Navratri and Durga Pujo. With prices starting from Rs. 2999 onwards, Starburst offers a diverse range, ensuring that every woman jewellery reflects her individuality. This Diwali, let it be the guiding star to illuminate your celebrations.
Crafted in exquisite 14kt gold, serves as a radiant reminder that every woman carries a fragment of the universe within her. The collection draws inspiration from the sun, moon, and stars, bringing the cosmos to life in every intricate detail. Each piece is a work of art, with highlights including a low neckline elongated chain adorned with celestial motifs, a true masterpiece that mirrors the beauty of the night sky.
In addition, the collection introduces a modernized version of the timeless Chand Bali earrings, offering a contemporary twist on a cherished classic. From regal blue sapphire arm cuffs exuding sophistication to unique statement earrings, each piece makes a bold impression. Also features hand jewellery like modern haathphools and nail rings, diamonds encrusted within moon and star settings, and pieces representing the sun-moon duality. Through the launch of the Starburst collection during the festive campaign, Mia aims to remind each customer of their stellar potential and experience timeless and dazzling pieces that encapsulate celestial and cosmic themes in vibrant, larger-than-life designs, featuring shimmering diamonds clustered together- perfect for Diwali gifting and self-indulgence.
On the sidelines of the Starburst launch in Mumbai Indiantelevision.com spoke to Mia by Tanishq business head Shyamala Ramanan on this collection, the thought process on executing it and her journey with the brand and much more….
Edited Excerpts:
On the launch of the Starburst collection
We’ve been working on multiple collections, getting to know consumer preferences, and now we feel we have a good understanding of what our customers are looking for. One of our designers had a brilliant idea inspired by the night sky, and we’ve noticed a growing trend in spirituality that involves connecting with nature and the universe. We previously explored this in a collection called “Nature’s Finest,” which focused on plants, forests, and all things green. Building on this idea, I came across an interesting fact about gold being referred to as “the tears of the sun,” which got me thinking about the origins of gold and our connection to celestial events.
So, the Big Bang, discussions with our design team, and the upcoming Diwali and festive season inspired us to create a collection that encapsulates the mystique of the past and the promise of the future. We decided to call it “Starburst.” The design team was enthusiastic about working on this concept because we believe it’s quite unique in recent times. The challenge was to blend an international concept with our own cultural elements, such as “navratnas” and “nakshatras,” in a way that feels both familiar and distinct. As a result, we now have over 200 designs in this collection.
While brainstorming how to launch this special collection, we had an idea about how women can uplift and support each other through collaboration. One individual who stood out as a perfect fit for this was Rakul, and it seemed as if the stars aligned to make “Starburst” a significant topic of discussion in the fashion world.
On the TG for the brand Mia by Tanishq
As for our target audience, we initially focused on young women, but we’ve noticed that our appeal extends to various demographics. Mia’s customers now include men and older individuals who appreciate the brand’s versatility and affordability. Mia is an excellent choice for women who want to explore more jewellery options without breaking the bank. Our exchange policies are similar to those of Tanishq, making Mia a convenient choice for those who wish to wear and flaunt our jewellery. It’s ideal for travel and makes for fantastic gifts. When you gift Mia, you’re essentially complimenting someone by calling them a “Mia woman,” and it’s suitable for various life stages.
Recently, we’ve also seen men expressing themselves through jewellery, and we were pleasantly surprised when men began purchasing our products. It started with our Rakhi collection, which was initially requested by women for their convenience. We created silver pieces that could double as brooches or pendants, encouraging people to wear our jewellery regularly instead of locking it away. We’re against the idea of keeping jewellery in a locker. We designed these pieces to be unisex, acknowledging the growing global movement of gender fluidity. We’re engaging with Gen Z, so we’re striving to be more inclusive and accessible, appealing to people from all walks of life who want to express themselves freely.
On the marketing plans for this campaign
Our primary focus is on the digital realm because that’s where our customers primarily engage with us. We’ve embraced a predominantly digital approach. However, we’ll also implement specific booster campaigns, particularly during the gifting season for XY and Z. This means that we may make appearances in print, outdoors, and even on TV. In the case of TV, we’ve shifted our strategy to connected TV. Notably, we have an exciting collaboration in progress for the ICC World Cup where two female commentators are being styled by Mia.
We’re seizing the right opportunities at the right time, and we believe this approach will resonate with many men looking to gift their special women a piece of Mia.
On the idea of getting into sports in India as you’ve sponsored RCB and also the Indian Olympic team
As I mentioned earlier, our aim was to challenge the conventional notions of femininity. We also wanted to acknowledge the tremendous progress women were making in the world of sports, shattering stereotypes along the way. It was imperative for us to be a part of this movement. It was quite serendipitous that the Olympics were taking place at that time, and we decided to engage with the athletes, having some of them wear our jewellery.
What’s unique about our jewellery is that it’s non-intrusive, and we offer a range that is quite minimalist. Many Indian women feel incomplete without adorning themselves with jewellery, and we sought to provide them with elegant pieces that complement their stage of life. Additionally, our jewellery is versatile; it seamlessly transitions from the sports arena to the evening, making it perfect for athletes.
After the Olympics, we noticed the growing popularity of women’s cricket, especially among the younger generation. We couldn’t miss the opportunity to be a part of this movement. It’s all about empowering women, and we wholeheartedly embrace the idea.
On the most challenging brand among those you’ve led in the group
It’s not about challenges for me; it’s all about excitement. I find myself like a child, relishing the process of fitting puzzle pieces together. At other times, I see myself as an explorer, constantly seeking new paths and innovative approaches to what I do. This brings me immense joy, and even during my holidays, I find myself conceptualizing and creating.
Every brand I’ve been involved with has provided me with this opportunity. Whether it was introducing Tommy Hilfiger 20 years ago, crafting the brand identity for Favre Luba, Helios Retail, or designing Zoop watches for kids, I’ve embarked on various novel endeavours within the system. I even had the chance to launch Taneira, a venture that no one expected from the Tata group – sarees. It’s never been a challenge; it’s been an enjoyable journey. Each project comes with its own set of elements to figure out, akin to being on a treadmill or engaging in a mental chess game to position and execute ideas.
Putting all of this together has been a fulfilling experience, and I’m delighted that these ventures have stood the test of time.
On the growth of Mia YoY
As you mentioned, we are now entering our teenage years – Mia by Tanishq is in its 13th year. When I assumed leadership of the brand, it was generating around 100 crores in revenue, but we had other priorities to address at that time. We saw the opportunity to reignite Mia, and it’s been an incredible journey. As Ajoy pointed out, we’ve expanded our revenue from 100 crores to 750 crores in just three and a half to four years. This remarkable growth trajectory speaks for itself, and the timing couldn’t be better.
The impact of COVID-19 also played a role in this transformation. It made people realize the value of living life to the fullest and enjoying what they do. Mia offers a valuable accessory that women all over the world commonly use, and I believe this is an opportune moment for us.
