Little Chutzpah

AIM: To uplift the craft and hence create products suitable for mainstream market. .The jewelries are being crafted by bare hands not by a single casting method used in modern jewellery making. I was amazed by the charm and rawness when I witnessed it in the craft cluster of Cuttack ,Odisha ,India in 2019 (Feb 2019-Sept 2019).

PROBLEM

Although the cluster was under Govt of India (small and medium industries scheme),it was involved in making temple jewelleries.
They end up making commercial products (if any) too Indianized that restricted to traditional ceremonies
No newness and it is in dire need of recognition form the proper market which will in turn raise the economy of the people and enhance circular economy of the corresponding business as silver can be remolded and made into beautiful pieces again.

INSIGHTS

As the products need recognition and design innovation , it is vital to minimize the usage of silver as it is being the natural resource as well
The designs hence can be properly marketed in the commercial market along with strategical usage of the precious metal.

WHAT IS SILVER FILIGREE
It is an old age craft of making a framework of a product by outlining its traces in 2D format(mostly from a rough hand drawing) and then filing the pieces in a beautiful way to elevate the piece/ product as a whole. The filings are also made up of thinner silver wires and the silver wires are folded in zig zag manner before placing them into the frame.

INSPIRATION

BACTERIOPHAGE

A bacteriophage is a type of virus that infects bacteria. The word "bacteriophage" literally means "bacteria eater," because bacteriophages destroy their host cells in which they dwell in. https://www.britannica.com/science/bacteriophage

THEME: INDO FUTURISM

Indo- futurism is the aspect of visualizing the society with fast paced biotechnological advancements along with cultural and humane integration. It retains the Indian motifs with sturdy and sharp orientation.

ELEMENTS THAT I REFER TO:

Sturdy and sharp
sleek and minimal
cluster at places
geometric

PROCESS

In the making

Bracelet

Earcuff

Silver filigree, jewellery sketches,ring

Twin ring

Pendant

RESULTS

Accepted in GRADUATION PROJECT EVALUATION as the project for potential development in the craft cluster.

FURTHER IMPLICATION IN THE AREA OF MARKETING THE SAME

Strategy of market penetration by Branding (providing proper brand name / price/ and packaging) which in turn will pave way for brand and product identity as a whole.
Store Localization and knowing the native tone of voice to know the whims of the people in the targeted area of commerce and accordingly target the same through store visuals, social media platforms.
Even with the advent of blockchain and NFTs virtual versions of craft oriented products can be created and sold as distinguisable assets or as Digital Twins.

OVERVIEW