Tanvi Gupta
After nearly 17 years in the entertainment industry, Karan Johar has delved into the jewellery industry with his newest venture; Tyaani Fine Jewellery.
‘Tyaani By Karan Johar’ specialises in contemporary polki jewellery – handcrafted in 22-carat gold with certified natural uncut diamonds. The collection will include polki sets, chandbalis, jhumkas, chokers and earrings, among other things.
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In a statement released to the media, Johar said that he wants to build a legacy brand for polki jewellery in India with Tyaani, as this Indian art form remains untapped. The intent behind the brand was to make polki jewellery accessible and wearable. “They are jewels that beauty is made up of. That gloss and glamour and grandeur, it has the perfect element of shine, that polki is just stunning,” he said.
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“As a filmmaker, and someone with creative vision, I naturally gravitate towards things that are aesthetically beautiful and seeped in our tradition. Moreover, in my line of work, I also have the advantage of interacting with many different people and I get a strong sense of the pulse of people,” he said.
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Johar said he hopes to see young Indian women woman sport chaandbalis with a classic black dress or long-drop earrings with jeans and T-Shirts. “From boardroom and brunch to bridal, I wanted to create an online platform dedicated to polki jewellery that could reach people who wanted to shop from the comfort of their homes. Also this would make Indian jewellery available globally,” he added.
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