Beneath & Beyond | Jewellery Design

PROJECT OBJECTIVE

The project, "Beneath & Beyond," was a project initiated as part of the 'Luxury Product Design' course during the seventh semester of my graduation at NIFT. The primary goal of this project is to delve into consumer behaviour within the luxury segment, analyse emerging trends, and pinpoint potential opportunities for the development of innovative product designs.

DESIGN BRIEF

After primary and secondary market research in the luxury segment, the following brief was designed.

Opportunity Gap: The Indian luxury fashion market is largely steeped in traditional designs, yet there is a notable shortage of homegrown luxury brands that are big/popular and specializing in contemporary and experimental occasion wear jewellery. This gap represents a demand for unique timeless styles that challenge convention and can be preserved as heirloom jewellery, and passed from generation to generation.
Target User: Women from ages 25 to 45 years from a high economic status who appreciate contemporary designs, irrespective of the event type.
Scope and Limitations: The scope encompasses designing pieces that are versatile enough to be worn to both traditional and modern events. Limitations include maintaining luxury appeal while exploring innovative design approaches.

Primary & Secondary Research

Trend Study & Analysis

Myths are not stories that are untrue,

rather they are tales that don’t fit into the historical record...

which serve as a foundation for a culture.

BRAINSTORMING

DESIGN CONCEPT

Persephone reflects the cycle of life, death, and rebirth;

Spring occurs when Persephone returns from the land of the dead and winter begins when Persephone must go back to the underworld, six months later.

In the religions of the Orphics and the Platonists, Kore (another name for Persephone) is described as the all-pervading goddess of nature who both produces and destroys everything.

This collection encapsulates the essence of Persephone's duality as the goddess of agriculture and the queen of the underworld. It pays homage to her story and the profound impact it has on the natural world, particularly the changing of the seasons.