When I was growing up, I loved hoarding junk jewellery. From the quintessential owl necklaces that defined the late 2010s Tumblr era to heavy gold chandbalis that most Indian girls have in their arsenal for an unexpected ‘wedding guest’ situation; I had pieces that served purposes but didn't speak to who I am at all. But as I got older, my sartorial sensibilities changed, and so did what I considered to be a ‘good piece’. Somewhere between impulsively buying junk jewellery from street shops and fast fashion brands to saving up to buy a simple yet timeless chunky gold hoop - I grew up. Talk to anyone who loves jewellery, they would have stories of how their relationship with it has changed throughout their life too.
But what people consider ‘Indian jewellery’ has changed thanks to the many incredible designers who are reclaiming the generational knowledge and flair that India has always stood for. In the realm of jewellery, where tradition often reigns supreme, Tanzire is a homegrown platform that is now emerging as a beacon of modernity and self-expression. Deeply rooted in India's rich culture and heritage, Tanzire disrupts the typical narrative surrounding jewellery, positioning it as a medium of personal identity and empowerment rather than mere ornamentation.
When talking to Homegrown India, Suhani Batwara the founder of Tanzire mentioned, "Jewellery has always been a symbol of tradition and status in Indian culture. However, we're witnessing a paradigm shift among young, independent individuals who view jewellery as a means of self-expression and empowerment." She envisions the path that Tanzire is on as a movement- celebrating the ethos of young, independent individuals who earn their own money and seek out pieces that resonate with their unique personalities and values. With a focus on curating homegrown Indian brands like Anatina and Misho alongside global artisans such as Jenny Bird or Missoma (which is designed in London, but crafted in India), Tanzire offers a diverse range of brands that reflect the wearer's individuality. The platform has made it possible for many Indian brands to reach a wider audience by having a global website in addition to the Indian website.
"In today's fast-paced world, individuals are seeking jewellery that speaks to their identity and values," says Batwara. "At Tanzire, we aim to cater to this demand by offering a curated selection of pieces that celebrate diversity, creativity, and self-expression." Central to Tanzire's mission is also the belief that jewellery should be inclusive, accessible, and reflective of contemporary lifestyles. It challenges the stereotypes associated with traditional jewellery consumption, advocating for a shift towards self-purchase and self-expression.
"Traditionally, jewellery has been associated with gifting by a partner or of inheritance. We want to change that narrative and encourage individuals to purchase jewellery for themselves as a form of self-care and expression," explains Batwara. Tanzire's evolution in the time since its inception has also led to the development of Tanzire Fine, which addresses critical gaps that the team behind Tanzire observed in the market. Recognizing the demand for high-quality jewellery that bridges the gap between fine and costume pieces, Tanzire Fine offers meticulously crafted designs crafted with 14-karat recycled yellow gold and lab-grown diamonds. "Our Tanzire Fine collection was born out of a deep understanding of the market and the needs of our customers," says Batwara. "We noticed a gap in the market for high-quality, sustainable jewellery that is accessible to a wider audience. Tanzire Fine aims to fill that gap by offering luxury designs at an affordable price point."
Beyond its product offerings, Tanzire is embarking on a journey of expansion and innovation. With plans to establish offline stores, Tanzire aims to provide customers with a tactile and immersive shopping experience, further strengthening the bond between the brand and its community. So far, they have organised multiple pop-ups and are hoping to offer the Tanzire offline experience with a brick-and-mortar store as well. "We believe that jewellery shopping should be an experience that engages all the senses," says Batwara. "By establishing offline stores, we hope to create a space where customers can not only shop for jewellery but also connect with the brand on a deeper level."
In a world where jewellery is often viewed through a lens of tradition and obligation, Tanzire stands as a refreshing and empowering alternative. Through its curated selection, inclusive ethos, and looking at India as a modern, sartorially engaged market, Tanzire is redefining the way we perceive and engage with jewellery, as a form of self-expression and even as an investment or keepsake.
You can follow Tanzire here.
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