Karan Johar has added yet another feather to his hat. The filmmaker has ventured into the jewellery segment with the launch of his brand Tyaani Jewellery. Announcing the same, Johar said that this venture is a natural extension of his creativity.

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“As a filmmaker, and someone with creative vision, I naturally gravitate towards things that are aesthetically beautiful and seeped in our tradition. Moreover, in my line of work, I also have the advantage of interacting with many different people and I get a strong sense of the pulse of people, whether it is the movie-going audience, or fashion-forward men and women worldwide,” he said.

 

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With this new business, the filmmaker aims to spring a legacy brand for Polki jewellery. “They are jewels that beauty is made up of. That gloss and glamour and grandeur, it has the perfect element of shine, that Polki is just stunning!” He went on to talk about how this Indian art form remains untapped. “It represents India in so many ways, and to make it more accessible and wearable and more “today” is actually the whole intent behind what all of us want to do at Tyaani, what I want to do at Tyaani,” he added.

 

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He further added, “I want to see a young woman sport chaandbalis with a classic black dress or drops with their jeans and T-Shirts. Literally, from the boardroom to brunch to bridal, it has to cover the entire gamut. I wanted to create an online platform dedicated to Polki jewellery that could reach people who wanted to shop from the comfort of their homes. Also, this would make Indian jewellery available globally …. a young, dynamic brand, at par with global trends and way ahead of the fashion curve. Something that imbibes our classic values with an eclectic twist.”

Also Read: Rocky Aur Rani Ki Prem Kahani: Meet The Cast Of Karan Johar’s Directorial

On the film front, Karan Johar is busy with the production of Rocky Aur Rani Ki Prem Kahani, which stars Dharmendra, Jaya Bachchan, Shabana Azmi, Alia Bhatt and Ranveer Singh.