Tag Archives: media

Her Story to ANEKA (Media)

24 Tuesday Sep 2024

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In the Media: The Established | August 8, 2024

[…] Her Story changing its name to ANEKA to kick off its global expansion marks a transformative moment for the brand, showcasing a deeper commitment to mindfulness, representation and contemporary values. The brand is also committed to sustainability, with a goal to achieve carbon neutrality by 2025. “ANEKA’s raison d’etre is to create meaning and positive impact, both by action and as a source of inspiration for others,” says Brand Director Sitanshi Talati-Parikh, emphasising their commitment to create meaning and a sense of belonging, for everyone.

In the Media: Vogue India | June 6, 2024

[…] “ANEKA’s raison d’etre is to create meaning and positive impact, both by action and as a source of inspiration for others. In offering representation for different voices and values, it fosters an understanding of varied perspectives,” brand director, Sitanshi Talati-Parikh, says.

In the Media: ANI, Press Trust of India, MSN, NewsVoir, The Week, The Print, Lokmat Times, Retail Jeweller etc
May 17, 2024

[…] Brand Director Sitanshi Talati-Parikh says, “ANEKA’s raison d’etre is to create meaning and positive impact, both by action and as a source of inspiration for others. In offering representation for different voices and values, it fosters an understanding of varied perspectives. We’re passionate, as we’ve always been, about representing the beautiful dialogue between the individual and their modern values, in a contemporary world that is dynamic, mindful and inclusive.”

Tribute to humanitarian values: Sero

24 Monday Jun 2024

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In the Media: Elle Magazine, June 13, 2024

[…] Sitanshi Talati-Parikh, Brand Director of ANEKA, remarks, “Compassion for others and the planet is one of the most powerful needs of an increasingly complex modern world. It pushes us to be empathetic, fostering meaningful interactions. The idea that each individual is part of a greater whole is celebrated with Sero, a collection with invisibly linked rose-cut diamonds that seem to float, reminiscent of fine thread work. We hope that conceptually and visually, it reminds each person to connect with the world with kindness and compassion.”

Central to this collection is the story of Maria Conceição, a Portuguese humanitarian who has profoundly impacted over 600 children and 101 single mothers from the slums of Bangladesh. During a brief layover in Dhaka, Conceição made a life-altering promise. She transformed into an athlete to highlight her cause, breaking records and running marathons. Her efforts enabled hundreds of children to pursue education globally and secure employment. “True compassion drives action,” she asserts. […]

Winning the Red Dot Award

14 Thursday Dec 2023

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In the Media: Indian Television, Ad Gully, Indian Jeweller, Media Infoline, Retail Jeweller, Diamond World, etc

A campaign that I conceptualised, directed and executed, won the global, Berlin-based Red Dot award for Brands and Communication Design 2023.

Modern fine jewellery maison Her Story has made a mark at this year’s Red Dot awards, one of the most prestigious global design awards, respected internationally as a touchstone of good design. The brand brought home the Red Dot Award for Brands and Communication Design 2023, celebrating creative thought, impact and the seamless integration of a powerful concept across touchpoints. This win is particularly noteworthy as it positions a young modern Indian brand’s in-house efforts towards aesthetic and conceptual excellence ahead of some of the world’s top advertising agencies and global brand campaigns.

The meticulous evaluation process for the Red Dot Distinction for the Advertising, Integrated Communication category, which had over 9,000 entries from more than 50 countries, included the criteria: originality and creativity, design quality and innovation, and impact and emotional significance. The Modern Perspectives campaign (2022-2023) opened up a dialogue on modernity and questioned stereotypes, gender-assigned roles and expectations.

[…] Brand director Sitanshi Talati-Parikh, who conceptualised and directed the campaign said, “As a meaningful brand, it was important for us to open up a dialogue on modern values, with subtlety as well as depth, and without presumptions. It has been wonderful to receive global validation on the concept, execution and emotional significance from an award that is truly respected and coveted by the creative minds of the world. What really brought home the award to us, though, were the voices of people who shared how the campaign impacted them in their lives. How it made them think, and made them question fundamental modern values that we often don’t stop to consider. To have made a difference in the way someone thinks, to have impacted someone’s life in a positive way, is what is truly humbling and gratifying.”

Media Infoline:

[…] Lending insight behind the intention of the campaign, Sitanshi Talati-Parikh, Brand Creative Director, Her Story, who conceptualised the creative thought of the campaign, shares, “As a brand inspired by stories and perspectives of real women, we wanted a campaign that celebrates authenticity of voice; that captures the aspects of women that are aspirational and often challenged by constructs of society. Can a woman be free, ambitious and a multitasker? Can she do it all without being restricted by voices around her and the conditioning within her? Who better than these powerful women to share their stories and make us think about how, as we chase balance, perfection isn’t a worthy opponent; or how freedom flows amid the mantle of responsibility and equal opportunity. Ambition isn’t about losing something as you go forward, it is about gaining a chance to show the world what you are capable of. And in it all, we celebrate the beauty of choice of the modern woman.” […]

Compassion and Chikankari

30 Sunday Jul 2023

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In the Media: Hello! Magazine, Indian Jeweller… | July 2023

Indian Jeweller:

[…] Sitanshi Talati-Parikh, Brand Director, Her Story, says, “Compassion for others and the world is one of the most powerful needs of modern living. We hope to bring this to the forefront with a collection that celebrates the fact that each individual is a part of a greater whole, with delicately-linked diamonds in designs reminiscent of fine threadwork, forming a powerful metaphor for community.”

Pushing the envelope: Her Story

10 Saturday Jun 2023

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In the Media: Vogue India | June 2023

[…] Eradicating the conventional approach to diamond jewellery, Her Story is establishing fresh ground rules that cater to a new audience—the radically modern woman. For the brand, technique meets intelligent design that hopes to uplift its wearer. “Each collection is based on an idea of modernity, of perspectives and personalities. And it’s validated through intimate conversations with global women of different cultural backgrounds. To our insight team, these personal interactions are blank slates, free from preconceived ideas or judgements, opportunities to simply listen and understand,” explains the Mumbai-based brand director, Sitanshi Talati-Parikh.

The story-to-sketch process is elaborated through abstractions that structure into wings or ghungroos, lending shape to the diamond jewellery. The brand’s atelier crafts these thought-out designs over a period of nine months through stages of prototyping, consumer testing and “creative disruption”, as Talati-Parikh calls it. She puts a strong emphasis on ideating on storylines rather than treating jewellery as embellishments. “Her Story is a one-of-a-kind offering for the modern buyer who looks for a point of view in style and thoughtfulness in luxury,” she explains. […]

Her Story’s Take on Modern Perspectives

12 Friday May 2023

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In the Media: Elle Magazine | May 10, 2023

The latest campaign by fine jewelry Maison Her Story spotlights the stories of five inspiring personalities – Anoushka Shankar, Smriti Mandhana, Twinkle Khanna, Sobhita Dhulipala, and Kalki Koechlin. The women come together to share their own thoughts on the ideas of tradition, ambition, balance, passion, and freedom, in turn creating space for others to define these ideas for themselves. “As a brand inspired by perspectives of real women, we wanted a campaign that celebrates the authenticity of voice; that captures the aspects of women that are aspirational and often challenged by constructs of society,” says Sitanshi Talati-Parikh, Brand Director, Her Story.

Crafting with Purpose: Her Story

15 Wednesday Feb 2023

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In the Media: Vogue India | February 8, 2023

What do women want? […] The answer is what led to the creation of Her Story—a contemporary jewellery brand founded to add meaning to jewellery purchases. Shedding light on these learnings is Sitanshi Talati-Parikh, Creative Director, Her Story: “We found that meaningful purchases are more relevant today than ever before for the modern woman, versus those that are purely acquisitional.” For instance, a client wrote to the brand during the pandemic about a Her Story jewel her partner had given her based on a poem that described her personality. “It gave her the strength to hold on through difficult times, because it represented her partner’s love and presence while they physically couldn’t be together,” she says. 

In Talati-Parikh’s words, these learnings built a ‘library of emotions’ based on which the brand opened its doors—first as a pop-up boutique in Mumbai’s Altamount Road in 2019 and then as a brick-and-mortar in Mumbai’s art capital, Kala Ghoda in 2022. We delve a bit deeper into these perspectives that the team gleaned from real experiences of women and deep-diving into biographies of women achievers, global feminist writing and literature together with live consumer research with women of varied ages and profiles. For instance, some women are motivated by the idea of ambition and drive. This idea formed the basis of Her Story’s very first collection, ‘Limitless.’ “Smriti Madhana, the opening bats person for the Indian women’s cricket team and the campaign face of this collection, speaks of growing up as a woman in the world of cricket in India. She shares what it means for her to represent the country in the sport and how she feels ‘limitless’ on the 22-yard wicket,” says Talati Parikh. 

So how do these learnings translate into an actual design process? “It takes 9-12 months to build a collection from start to finish, including consumer feedback and research at key stages. Once the essence of a story is captured, the design team interprets it through a deep creative exploration, to find evocative metaphors and create relatable symbolism inspired by art, architecture and nature. Master artisans then carefully handcraft every piece,” she further adds. 

The pieces are brought to life using best-in-class diamonds with special cuts along with gemstones that are all set in 18K gold. Each of the diamond pieces are layered with meaning. “Perspectives of modernity is our starting point for each collection, and the materials are chosen based on how they support the idea of the collection and the metaphor it is based on,” elaborates the creative director.  So, for instance, triangle-shaped diamonds have been used in a vertical pattern in the Limitless collection because “they aptly represent the idea of verticality, height and a skyline that speaks of limitless possibilities,” as Talati Parikh tells us. On the other hand, tulip-shaped, rose-cut and pear-shaped diamonds have been used in the style of Chantilly lace in the C’est L’Amour collection to convey the strength of love. […]

Her Story finds a new home…

31 Tuesday Jan 2023

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In the Media: Grazia | Jan 31, 2023

G: What was the thought process behind the campaign to launch the store?

STP: As a brand inspired by stories and perspectives of real women, we wanted a campaign that celebrates the authenticity of voice, that captures the aspects of aspirational women and is often challenged by constructs of society. And so, we have a campaign led by five inspiring personalities: Anoushka Shankar, Smriti Mandhana, Twinkle Khanna, Sobhita Dhulipala, and Kalki Koechlin. Each woman answers a question contextualised to her own life, which starts a dialogue on aspects of modernity. The campaign brings alive their personalities, celebrating ideas that resonate with them. 

G: Tell us about the new collection and the inspiration behind it.

STP: We have launched two new collections: Keepsakes, of which Anoushka Shankar is the brand ambassador, and Diversa, which transgender model Anjali Lama has showcased. The Keepsakes collection is inspired by a woman who deeply connects to her roots no matter where she may go. Iconic motifs of India are brought to life with colours and forms that evoke nostalgia. To participate in a conversation on inclusivity, we felt the need for a collection that would represent the beauty of diversity. For us, that took the shape of Diversa, where unique forms flow into one another, in vivid colours, with a pattern representing the power of identity, and Anjali Lama, showcasing the idea, touched our hearts with her story and a coming-of-age journey. 

G: Do you think GenZ’s buying pattern affects the demand for fine jewellery?

STP: Today, the new generation is looking for meaningful consumption that is not acquisitional. Her Story is a thoughtful brand that puts the idea before the product. Through a unique process of design thinking – what we call insight to expression – we are carrying human emotions into precious materials and elevating the material to something beyond the traditional. The piece is valuable because of its meaning, which takes the idea into a realm different from category-based evaluation.