Zoya’s latest collection celebrates seasons with timeless artistry and feminine expression.
Much has been written about Kashmir being the literal definition of heaven on Earth. It has, after all, been the inspiration for creatives for centuries. Zoya, a jewellery brand from the house of TATA, which prides itself on catering to the contemporary Indian woman with discerning taste, has also turned to the valley for inspiration time and again. And to represent their unique Kashmir-inspired pieces, they have chosen Sonam Kapoor, the quintessential modern Indian woman, as the face of this collection.
“The collection captures the poetic beauty of Kashmir’s seasons in art-like, fluid, organic forms, inspiring renewal for her,” says Ajoy Chawla, CEO Jewellery Division, Titan Company Ltd. Speaking about the brand and its vision, he adds, “With its heart in India and an eye on the world, Zoya is renowned for its aesthetics and crafting, finding design inspiration for its stunning collections in myriad facets of the Zoya woman’s journey. It dives into the spirit of its muse, creating collections that resonate with personal meaning for its wearer. The pieces are crafted to be wearable and imagined as a talisman, so she can celebrate herself every day. Zoya aims to reconnect women with their feminine selves and revive their sense of self-expression.”
The new collection titled ‘Whispers from the Valley’ was recently launched by Zoya’s brand ambassador and global fashion icon, Sonam Kapoor along with Chawla. It celebrates the vibrant and fluid forms of nature, especially the timeless beauty of Kashmir. Chawla explains, “Grounded in a tradition of craftsmanship that is over five thousand years old, the Indian spirit of finesse is palpably evident in the perfection that forms the cornerstone of each Zoya creation. Although conceived, designed and made in India, Zoya is not afraid to break away from the past to create refreshing new forms. Reworking techniques and materials from the classical tradition of Indian jewellery and reinterpreting them in the context of contemporary aesthetics, Zoya draws upon the skills of hundreds of artist-craftsmen working in ateliers across India. Bringing together the vision of the designer with the virtuosity of the artisan, each limited-edition piece of wearable art forges metal, precious jewels and intricate techniques with painstaking attention to detail and finish.”
Zoya’s jewels are ethically sourced from the best mines in the world, with the most brilliant diamonds, rubies, emeralds and more, reaching the hands of the master craftsmen deployed by them. There are scrupulous parameters in place to pick out the best pieces, which are meticulously checked and authenticated. Then, each individually certified stone is cut as per the desired specifications and wrought in delicate metal to become the final work of art. As a brand under the umbrella of the house of TATA, Zoya has made a name for itself as one of the most trusted jewellery names in India. In the words of Chawla, “We display a passion for the highest standards in jewellery making and design innovation.”
Speaking of the Kashmir inspiration for this particular collection, Chawla says, “Each jewel tells a story in the season it appears. Chinar leaves carry the warmth of autumn into winter, while frost-kissed green apples awaken under the light, Tulips blossom inspiring her to begin anew. From celebrating the curls of Chinar to the shimmer of gold on water, every detail is crafted as if nature itself were captured in jewels. ‘Whispers from the Valley’ is more than a collection – it is poetry in design, celebrating her as she blooms and shines. These motifs unfurl across necklaces, earrings, ear cuffs, bangles and rings, tracing the stories of the valley. White diamonds, yellow and pink sapphires, rubies, cabochons, briolette emeralds and South Sea pearls, form pastel inspired hues and an understated yet exquisite palette that mirrors Kashmir’s changing seasons.”
One of the standout pieces are the Autumn Glow Earrings, which replicate a three-dimensional Chinar motif in yellow and orange sapphires. They shine with a gentle warmth, as the diamonds surrounding them flicker like dew in the first light of morning. Their motif celebrates the curls and organic form of the Chinar leaf. Another noteworthy design is the Spring Song Emerald Choker, which gathers clusters like snow-kissed green apples. The piece known as Scarlett Symphony reminds one of the sight of colourful tulip gardens against snowclad mountains, with their south sea pearls and softly glowing gold. The Seasoned Grace Necklace has 902 diamonds and pink, orange and yellow sapphires arranged seamlessly in layers to celebrate the Chinar. “Together, they honour the creator in every Zoya woman, reflecting nature, artistry, and timeless beauty,” explains Chawla.
The campaign was shot in Srinagar to reflect the timeless beauty of Kashmir. Speaking about the collection, ambassador of the brand, Sonam Kapoor says, “Zoya’s ‘Whispers from the Valley’ collection feels deeply personal to me since it is inspired by our country’s crown jewel and its culture. Every design sparks an emotion from within, making one feel alive, and inspired to embrace their own creative journey.” To this, Chawla adds, “‘Whispers from the Valley’ has long been our most celebrated collection, cherished by our patrons for its connection to Kashmir. The valley of Kashmir is poetry for India, and at Zoya, we see that poetry in its seasons. The Zoya woman, enchanted by this beauty, celebrates the spirit of renewal.”
Noor Anand Chawla pens lifestyle articles for various publications and her blog www.nooranandchawla.com
