A Tte--Tte with Forevermark's Federica Imperiali

p/p pandnbsp;/p pIt was the fag end of last year when Federica Imperiali, the newly appointed head of New Product Development Department at Forever Diamonds, was on her India visit and we had the good fortune to speak with her about her brand new role, the brandandrsquo;s upcoming collection and her plans for 2016./p pandnbsp;/p pLeading a team of five, Federicaandrsquo;s journey so far at Forevermark has involved her showcasing her skills with the bespoke collections for the brand, and in India, it involved the red carpet pieces featured in the 2015 trend book. andnbsp;andldquo;It was such a special moment in my career to discover the first pieces of these new collections. Designing for India was definitely a moment, as women here have a unique way to wear bejewelled adornment. They have a sense of luxury and a natural elegance that allow them to wear large pieces with grace. It was an honour to design the Trend Collections for India in 2015.andrdquo;/p pandnbsp;/p pA passion she pursued since childhood, when she saw her mother and older siblings sport intricate pieces, has today egged her to design exquisite diamond studded jewellery. She said, andldquo;Beauty and aesthetic have always played an important role in my life. I feel honoured to design diamond jewellery pieces as they encapsulate a specific emotion or mark a special time in another womanandrsquo;s life.andrdquo;/p pandnbsp;/p pTalking about her role in the company, Federica said, andldquo;My role at Forevermark is that of the head of the design team, following the instructions from Costa; it is quite different from my previous work experiences as the approach in Forevermark is particularly about the design that appeals to the consumers. Hence, we try to understand and analyse the values of our core consumers and deliver the same accordingly.andrdquo;andnbsp;/p pandnbsp;/p p style="text-align: center;"/p p style="text-align: center;"emEncordia Collection/em/p pandnbsp;/p pandnbsp;/p pThen we have the big idea concept which is our Millemoi and Encordia collections we launch each season. Then we design big idea which focuses on the significance of the diamond. For example the Encordia collection features the knot which is held tight with a diamond stone that plays the central role in the bijoux.andrdquo;/p pandnbsp;/p pEven though Forevermark collections like Cornerstone, Encordia, Millemoi and Capricci revolve around the concept of subtle elegance and sophistication, she loves the larger-than-life idea of jewellery seen in India. But that is exclusive to brides; India has suddenly witnessed a major change in landscape in terms of size, as more and more brides are opting for small and elegant pieces over huge chunky trinkets./p pandnbsp;/p p style="text-align: center;"/p p style="text-align: center;"emArabella Collection by Joy Alukkas for Forevermark/em/p pandnbsp;/p pandnbsp;/p pEven though jadau and polki maintain their significance in every brideandrsquo;s wardrobe, for other occasions, like receptions, they prefer understated yet elegant pieces, keeping the look chic. This was exactly the trend seen in the Arabella collection Joyalukkas launched with Forevermark diamonds. Infusing the beauty of peacocks with modern aesthetics, the new collection by the jeweller redefined standards with the unmatched elegance of the Indian national bird./p pandnbsp;/p pWhile this is just one association, Forevermark has also associated with many leading jewellers in the country. It leaves us with the question of how the teams work so much in tandem. Frederica added, andldquo;Well we actually work very strictly. Our partners are selected very carefully and each one of them comes with years of experience in the field of jewellery making. It is an association of bothandmdash;the Milan and the Indian team which makes these collections happen.andrdquo; What else can explain the fact that on various occasions international celebrities have sported Indian jewellery on coveted red carpets like the Oscars and Golden Globes, all thanks to Forevermark Diamonds?/p pandnbsp;/p p style="text-align: center;"/p p style="text-align: center;"emThe Hazoorilal Haathphool for Forevermarkandnbsp;/em/p pandnbsp;/p pandnbsp;/p pWhile on the subject of international showcases, we asked her what this yearandrsquo;s red carpet and spring summer andrsquo;16 trail would look like. Offering an intriguing insight, she said, andldquo;Keeping it huge with voluminous pieces for the red carpet is the agenda; like a choker or a haathphool with intricate diamond and gold work. For the spring summer trend book, the collection currently in progress is inspired and guided by the transformation of a womanandrsquo;s body and the desire of a woman to escape from reality. Dedicated to women, it is about what she wants and how her world will be.andrdquo;/p pandnbsp;/p pWe definitely are looking forward to the new collection, and we canandrsquo;t wait to see what the final spread will look like. With Federica at the helm, weandrsquo;re sure the brand will portray women more beautifully than ever./p pandnbsp;/p pstrongMore On andgt;andgt; a href="http://www.luxpresso.com/jewellery" target="_blank"Jewellery/a/strong/p

from Luxpresso http://www.luxpresso.com/news-jewellery/federica-imperiali-is-the-new-designer-for-forevermmark-diamonds/16010498
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