The famous Indian jewelry brand, Rivaah by Tanishq launched its latest bridal collection, called the ‘Romance of Polki’ in a never-been-done before fashion by unveiling it on the metaverse. The metaverse experience was named “Rivaahverse” and it launched 14 signature pieces from the Polki collection.
Guests who joined the launch were able to create their own 3D avatars and view the jewelry from different angles in the 3D display zone. This is the first time that an Indian jewelry firm has released a jewelry collection via an interactive led-event on the Metaverse.
The guests could try on the Showstopper piece by using the QR code augmented on their phones. The participants could also socialize with each other.
The collection featured exquisite pieces that exhibited “sleek modern designs, exotic gemstones, and intricate gold and meenakari work.”
Ajoy Chawla, CEO of the Jewelry Division at Titan Company Limited said, “We are pleased to launch India’s first jewelry collection on the Metaverse platform. Marrying opulence of yesteryears with contemporary design aesthetics, the ‘Romance of Polki’ collection crafted by Tanishq’s master karigars speaks volumes about our Indian heritage and exquisite craftsmanship.”
The jewelry industry has been hesitant in its adoption of the metaverse and NFTs, unlike the fashion, music and sports industry. There is very little involvement between the jewelry and NFT realms.
However, recently Mouwad, the company behind the magnificent Miss Universe Crown, announced a partnership with Icecap. The partnership will result in fractionalised investment-grade diamond NFTs of the Miss Universe Crown.
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