Popley Group (India & U.A.E.) a well-known name in the jewellery industry has joined with Disney Consumer Products, India to launch an exquisitely designed couture line of jewellery. This is a unique collaboration as Disney enters the fine jewellery segment for the first time with Popley Group in the country.

The jewellery is fabricated in platinum and gold with diamonds and is targeted at the 25 years plus age group. The pieces comprise of neckpieces, earrings and rings, where designs are inspired by Disney stars including Mickey and friends, Winnie the Pooh and Disney princesses. Popley will introduce the collection on the 1st of June with the Mickey Ears collection.

Rajiv Popley, Director, Popley Group said, “With this launch, Popleys have forayed into one more innovative blend of emotions and fashion enwrapped with diamonds and platinum. The visual elements of the pieces are its main USP. We are tapping into the special emotions that the Disney brand evokes."

"The uniqueness of the collection is that the brand has its Identity in its visual appearance hence does not need an introduction, this is very uncommon to most International & Domestic Jewellery brands which do not display an Identity. The Disney collection also conveys a strong emotional connect hence blend into Jewelry aptly as a Gift proposition."
This high-end limited edition couture line features 8 – 88 pieces across each segment. The diamonds will be certified by International Gemological Institute headquartered in Antwerp (Belgium) and the Plain Gold by the Bureau of Indian Standards (BIS). Popley has also teamed up with Platinum guild for its platinum pieces.

Roshni Bakshi, Director, Disney Consumer Products (India) said, “This limited edition jewellery range demonstrates the broad appeal of the Disney brand to consumers here in India. Together with Popley we are solidifying our position in the world of high fashion accessories. With this new initiative we want to tajke the stories and magic of Disney to the women who loves the brand and has grown up with it. She is the Disney princess and wants to recreate and capture the magic. The piece with its subtle designs will give her the magic that she can proudly carry around.”

The designs have been the work of Rhea Nasta, Jewellery designer & consultant at Popley Group. She has been personally involved with Disney Fine Jewellery for its product development & fabrication. She said, “When you think of Disney you think of happy. I worked on the happy association. Mickey was the starting point and we arrived at the ears which will be seen in the first collection. I didn’t know I could do so much with Disney and jewellery designs.”

The collection will be sold across Disney Fine Jewellery counters with special product displays and packaging that will help build the Disney magic that it promises to recreate.

Source: http://diamondworld.net/contentview.aspx?item=2635