JEWEL

ROMANTICISMVISUAL STORYTELLING

GRADUATION PROJECT AT

AURUS MOI

PRIYANSHI PRIYADARSHNI
D E P T. O F FA S H I O N C O M M U N I C AT I O N
(2016-2020)

NATIONAL INSTITUTE OF FA SHION

TECHNOLOGY
GANDHINAGAR - 2020
 JEWEL
ROMANTICISMVISUAL STORYTELLING

GRADUATION PROJECT AT

AURUS MOI

PRIYANSHI PRIYADARSHNI
D E P T. O F FA S H I O N C O M M U N I C AT I O N
(2016-2020)

NATIONAL INSTITUTE OF FA SHION

TECHNOLOGY
GANDHINAGAR - 2020
Published in the Year 2020.

National Insitute of Fashion Technology (NIFT)

(Ministr y of Textiles, Govt. of India)
GH-0 Circle, Gandhinagar - 382007
Gujarat, India.
Tel. : 079-23240832, 23240834, 23265000
Fax : 079-23240772

www.nift.ac.in/gandhinagar

Copyright Priyanshi Priyadarshni 2020

This document is originally submitted as a part of academic leanring at

National Insitute of Fashion Technology, Gandhinagar and is for academic
purpose only.
The opinions expressed in this document are solely those of the author and
NIFT does not bear any responsibility for the nature of its content.
Reproduction of any part of this document must acknowledge the author and
NIFT, Gandhinagar.

Edited and Designed by : Priyanshi Priyadarshni

Email: [email protected]
A
CKN
OWL
EDG
EME
NT

I take this opportunity to express my gratitude to the people who have been
instrumental in the successful completion of my internship. I would like to thank
my faculty mentors for showing great support and motivation. A special thanks
to MOI for accepting me as an intern and providing me with this wonderful
opportunity to be a part of their amazing organization. My heartfelt gratitude
to my industr y mentor Ms. Ukti Tripathy for giving me flexibility to work in different
sections and for guiding me throughout my internship tenure that has helped me
learn how the industr y works. Back at my institute, I would like to express sincere
thanks to Mr. Arindam Das (director, NIFT Gandhinagar) for his constant efforts
for the development of the institute. A special token of thanks to my parents for
their constant love and support.
 01
Introduction
05
Jewel Romanticism
moi part - 1
pronoun /mwa:/ photo series
used by the speaker to refer
to himself or herself. 27 - 128
3-4
02
Brand Pillars
06
Jewel Romanticism
design led part - 2
pop of colour video series
handmade
production
fair pricing 131 - 136

7 - 16

03
The Team
07
Maquette Moi
the co-founders and illustration series
other designations in the
organization 139 - 152
19 - 20
04
Area of work
08
Website layout
my job layout for re-launched
my aim website
my workflow
155 - 157
23 - 24
I
NTR
ODU
CTI
ON

1 moi
pronoun /mwa:/
used by the speaker to refer
to himself or herself.
 Jeweller y is an object of permanence, something that transcends the
boundaries of age and time!

Moi literally means “me” in French. Moi is a pret collection of fine,

handcrafted jeweller y.

In a world coveting excess, Moi embodies beauty in simplicity and

timelessness. It puts forth the notion of soulful luxur y. Luxur y that is
handcrafted and conscious - being mindful of the people, processes and
materials.

Ever y piece of Moi tells a stor y. It celebrates an era in histor y and

pays homage to art, whilst drawing on India’s rich heritage of design for
inspiration and layering it with sophistication and minimalism.

Celebrating the past, living in the NOW - Indian at heart. Moi, pronounced
as m-ua-h, essentially meaning ‘me’ - drawing influence from the parent
brand - Aurus - is a pret line of handcrafted fine jewelr y led by design.
We’re a catalyst to induce good vibes and fuse it with simple fine jeweller y
for a unique, heartfelt experience.

#vibewithmoi

3 4
b
randp
illars

2 -design led
-pop of colour
-handmade
-production
-fair pricing
 DESIGN
LED
Like an architect ’s practice, MOI’s ever y piece of jeweller y has
histor y, a production technique, craftsmanship while still ensuring that
the aesthetic is classic yet practical enough to be worn ever y day
as well as for an occasion. It helps that the founder is a qualified
jeweller y designer with fundamental interest in art histor y and an old
soul whose heart still resides in the 1920s. She is the design custodian
of the brand. Puja started designing and commissioning custom made
jeweller y pieces in 2003 and has been doing it since.

While the industr y is trade driven, men driven and ultimately producing
goods for women without women at the center of it all. MOI is tr ying
to bring women at the centre of all its conversations. It started by the
name of our brand – MOI, which is ‘me’ in French. MOI is a woman-led
design house creating products and content that we would want to
consume for ourselves.

7 8
 POP OF
COLOUR

How many times do we see the combination of so many precious

gemstones in one piece? A pop of color never hurt the eye - while
others chose to stick to solid gold, Moi loves experimenting with
different types of precious stones - tanzanites, topaz, rutile quartz,
etc just to name a few - as well as stone settings. Colors add that
extra edge to the piece, make it versatile and elegant. Almost each
of their piece includes stones and diamonds, which in return adds
more aesthetic value to the piece. Precious gemstones are at the
center of their design.

9 10
 HANDMADE
WITH LOVE

Moi’s jeweller y cannot be made by machines because of the multiple

fine elements that they incorporate in their products. This makes it
special as it allows them to engage with a wide community of craftsmen,
skilled in their craft and rooted in tradition. As the world moves to
machines, Moi is going back in time and preserving handmade.

They do a variety of activities around ensuring the well-being of

their craftsmen and engaging with the community around sustainable
practices. Their designs make their jeweller y relevant for today ’s
millennial as much for someone who loves classics, and yet, they stay
true to being sustainable and preserving the age-old practices of
production.

11 12
 PRODUCTION
TECHNIQUES

Most commercial jeweller y we find is bland and impersonal on account

of limitation of machine driven production. Being handmade, allows Moi
to explore, employ and combine various traditional jeweller y making
techniques to deliver jewelr y that is “one of a kind” literally! This is one
of their favorite part as being a part of the handmade community, they
get to tr y new things without any type of mechanical restrtictions. One
couldn’t possibly reproduce these pieces.

13 14
 FAIR
PRICING

A chance visit to a Warby Parker store in New York in early 2019

led to creation of MOI. The question that Warby ’s founders
asked is even more relevant for fine jeweller y. Why should one
pay such a high price for a designer product!?
And, voila, MOI was born!

15 16
theteam

3
The co-founders and
other designations in the
organization.
 DESIGNANDMARKETINGEXECUTIVE
Ukti Tr i p athy

assistantdesignassociate
Rachan a S hete & Vi cky Kumar

PRODUCTIONASSOCIATE
S w ar da Paw ar

Customerserviceassociate
Radhap r i ya Gup ta

STOREMANAGER
A shw ati Nam bi ar

STOREASSISTANT
Ragi n i Jaan i

Accountant
Puja a n d Ku n a l Sh a h
Tr up ti Makw an a
Minds in synergy, coffee and two pairs of brown dreamy eyes on a Sunday morning. Here’s to a
random chat that turned into a business conversation. Meet Puja and Kunal, they are a classic
left brain right - brain combination with Puja driving design and Kunal driving business. They had
dreamt of owning a business together before they got married in 2001. It culminated in setting ADMINISTRATIONcor
D inator
up AURUS in 2013 with a boutique store in Ahmedabad. MOI represents the next phase in their
journey wherein they are attempting to bring a radical change in how handcrafted fine jewelr y Nav i n Chan dr a Patel
is bought in India and venture into e-commerce, with a brand that is built around an experience
- a pret line of fine jewelr y with similar ethos and aesthetics as AURUS - and at friendly prices.

19 20
areaofwork

4
my job
my aim
my workflow
 MY WORKFLOW

MY JOB
Campaign brief from the marketing head

Research
Conceptualiser | Art Director | Stylist | Photographer
Videographer Development of mood board and colour palette

Selection of jeweller y pieces to go with the aforementioned

mood board

MY AIM Approval of the ideations

To showcase jeweller y with an aim to educate people Sourcing of props

about different gemstones and their meanings, keeping in
mind the luxur y that surrounds the jeweller y. Location hunt

To follow a design language that caters to a global Composition and Lighting diagrams
audience given to the recent expansion of the brand’s
target audience from Indian market to the US market. Execution of the shoot

Post production

Creating collaterals

Campaign grid for instagram

23 24
 p
jewel
romanticism
hotoseries

5
a series of photoshoots
based on thorough
research work
 PROPS USED
pomegranate, copper and blue polished ceramic bowl, white polished cermaic plate, white
coaster, green sheet of paper (red-green being complementar y colours provide a contrast to
the image), brown sheet of paper (to provide an earthy tone to the image), white gypsy flowers
(to fill the background and foreground)

The pomegranate is
KE Y L IG HT
kept in such a way
(S U N L IG HT)
that it represents
its dismemberment
from the whole
pomegranate to its
slices and finally to
its seeds creating
The second subject a visual direction
of interest is kept in towards the ring.
the same plane as
the main subject and Main subject of
in a lower quadrant. interest is kept at the
intersection point.

The main subject

KE Y L IG HT of focus is kept at
(S U N L IG HT) the intersection
point of the lower

RUBY AND HEART thirds, giving it

room to interact
with its surrounding
environment.
In medical astrology, wearing a ruby gemstone can restore vitality and help in issues
related to eyesight and blood circulation. A well known ruby gemstone astrology
benefit is progress in self-awareness, realisation of truth and steady movement towards
life path.
Two equally
Physically, rubies are thought to energize and balance, stimulate heart chakra and important subjects K EY LIGH T
encourage a passion for life. They overcome exhaustion and calm hyperactivity. They of interest; one kept (S UN LIGH T )
detoxify the body and blood, and treat fevers, diseases, and restricted blood flow. at the intersection
They are good for the heart and circulator y system. of the lower thirds
and the other kept a
Pomegranate is considered a ‘superfood’ that goes straight to the heart. Its seeds owe bit to the left side in
their superfood status to polyphenols, powerful antioxidants that offer heart health and the centre quadrant
anti-cancer benefits. to counter balance
the two subjects and
Research has shown that drinking pomegranate juice improved blood flow, lowered moreover strike a
blood pressure and delayed the oxidation of LDL cholesterol in patients with coronar y balance among the
heart disease (LDL cholesterol becomes even more damaging once it ’s oxidized). subjects and their
surroundings.

27 28
 FINAL
SHOOT
Jaipur Clip-on
Earrings and Ring
29 30
 FEATURED CONTENT

INSTAGRAM POSTS WEBSITE COLLECTION PAGe header

INSTGRAM STORIES
https://www.instagram.com/p/B8yhmd0p7hE/?igshid=cdabrk2rm7jk

PROMOTIONAL BANNERS

31 32
 PROPS USED
wine, wine glasses, cork, black grapes, grey sheet of paper (to provide a neutral tone and sober
mood to the image), white gypsy flowers and dried purple flowers (to fill the frame by creating a
foreground).

K EY LIGH T
(S UN LIGH T )

The earrings i.e. the subject of

interest is placed in the centre
of the frame with it occupying
the middle-centre and lower
quadrants.

AMETHYST
AND WINE The subject of interest is placed in
the lower-centre quadrant.
To bring more focus onto the
K EY LIGH T
(S UN LIGH T )

subject, it is placed under more light

as compared to the backgound i.e
the wine glass and the grapes.
The Greek word “amethystos” may be translated as “not drunken”, from Greek a-, “not ”+
methustos, “intoxicated”. The wine glass is placed in such
a way with respect to the earrings
Amethyst was considered to be a strong antidote against drunkenness, which is why (subject) that its stem creates a
wine goblets were often carved from it. leading line towards the earring.
The earring is framed on either
In his poem “L’Amethyste, ou les Amours de Bacchus et d’Amethyste” (Amethyst or the side with a wine glass and grapes
loves of Bacchus and Amethyste), the French poet Remy Belleau (1528–1577) invented to make sure that the viewer ’s eye
a myth in which Bacchus, the god of intoxication, of wine, and grapes was pursuing a doesn’t stray away from the point
maiden named Amethyste, who refused his affections. Amethyste prayed to the gods to of interest.
remain chaste, a prayer which the chaste goddess Diana answered, transforming her
into a white stone. Humbled by Amethyste’s desire to remain chaste, Bacchus poured
wine over the stone as an offering, dyeing the it purple.

33 34
 FINAL
SHOOT

Hexa Clip-on
Earrings
35 36
 FEATURED CONTENT

INSTAGRAM STORIES INSTAGRAM STORIES

37 38
 PROPS USED
broken ceramic plate, leaf skeleton, matla silk fabric and dried out white gypsy flowers (to fill the
frame by creating a foreground).

The composition placed under the shade of a tree

and sunlight of the midday sun penetrates through
the leaves of trees and falls onto subject.

wabi sabi
Rutile Quartz & Wabi Sabi:

Wabi sabi is a Japanese concept centered on the acceptance of transience and

imperfection. The aesthetic is sometimes described as one of beauty that is “imperfect,
impermanent, and incomplete”.
The subject of interest is placed at the intersection. It
is framed by the frayed edges of the matka silk fabric,
Wabi-sabi reminds us that we are all transient beings on this planet—that our bodies,
leaf skeleton and dried out white gypsy flowers.
as well as the material world around us, are in the process of returning to dust.
In the following photos, nature’s cycles of growth, decay, and erosion are embodied
The gemstone is intentionally placed on the crack of
in frayed edges of the matka silk fabric, cracks in the ceramic plate, leaf skeleton and
the plate to accentuate upon the idea of inclusions
the inclusions inside the gemstone, rutile quartz. Hence, through wabi-sabi, we learn
inside the gemstone.
to embrace both the glor y and the melancholy found in these marks of passing time.

Rutile Quartz is a gemstone which contains needle-like inclusions inside it. They can
be distributed randomly or in bundles, they can be sparse or dense enough to make
the quartz body nearly opaque. While otherwise inclusions often reduce the value of
a cr ystal, rutilated quartz in fact is valued for the beauty of these inclusions.

39 40
 FINAL
SHOOT
Charis Earrings and
rutile quartz gemstone
41 42
 luxe
This is a series of shoots comprising of four of the most luxurious neckpieces by Moi
namely- Revival Necklace, Rio Eclectic Chocker, Noor Choker and the Haldili Tassel
Necklace. This series is inspired by the photoshoot of Winnie Harlow wearing Moi’s
Revival necklace for the Vogue magazine.

The product shoots are done with an inclination towards warm tones and bright hues ( as
seen in the Winnie Harlows’s picture alongside). The eclectic taste of the photoshoot is
displayed by the use of various props such as- books with curvilinear patterns on them,
luxurious perfume bottles, colourful translucent glass bottles, brass utensils, anthurium
flowers and potpourri.

It is an attempt to bring out a flavour of modernity with rawness. Winnie Harlow for the Vogue
magazine

43 44
 PROPS USED
books with curvilinear patterns, luxurious perfume bottles, colourful translucent glass bottles, brass utensils,
anthurium flower, dried flowers, potpourri and a brown sheet of paper (to create the background as well as
the surface on which the composition will be placed)

Subject of focus placed in the centre.

The vase frames the subject from one
side of the composition which re-directs
Keylight i.e. Godox SK 400 (with 150 W modelling lamp) with a softbox placed at a distance of the viewer ’s eye to the subject.
2 ft to 3 ft (depending upon the requirement) in line with the following compositions.

The glass vase

Subject of interest inclined towards the
placed at the necklace to lead
intersection. the viewers eye
towards it.

Subject of focus placed in the lower

centre quadrant.
The vase blocks the viewer ’s eye from
going out of the composition and
redirects the viewer ’s eye towards the
subject.

The L-shape of the

Subject of interest
composition allows
placed in the
for plenty of open
centre of the
space and brings
frame to make it
harmony in the
the point of focus.
image.

Subject of focus placed at the line of

thirds.
This is a triangular composition with the
Subject of interest This is again highest point of the flower forming the
placed in the centre an L-shaped peak of the triangle. Such a composition
of the frame. composition with brings a sense of stability in the picture.
the vase creating a
leading line towards
the necklace

45 46
 FINAL
SHOOT

Rio Chocker Necklace

Rio Chocker Necklace

47 Noor Chocker Necklace 48

 Rio Chocker
Necklace

Haldili Tassel Necklace

49 Revival Necklace 50
 FEATURED CONTENT

instagram posts
Most liked instagram posts

Revival Necklace

https://www.instagram.com/p/B9ODcl3Jkyo/?igshid=13g21p45tulc
51 52
 PROPS USED
kesuda (palash) flowers, sandalwood sticks, dates, turmeric, betel nuts, muslin cloth, white ceramic
plate, circular wood block and white gypsy flowers (to fill the background and foreground).

The shoot is done during the midday, in a garden. The sunlight penetrating through the cluster of
leaves of trees surrounding the area, coming onto the subjects is used as the keylight. And in some
other shots, direct sunlight is used.

Main subject of
interest placed in
the lower middle
quadrant.
Keylight: direct Gypsy flowers on
overhead sunlight. one side and
kesuda and dates
on the other
side surround the
subject to frame it.

MOI BLOOM
Keylight: direct
overhead sunlight.
An outburst of colour depicts the arrival of spring. Flowers, festivals and delicacies offer One subject of
a visual treat. interest placed at
the intersection
This photo series aimed to go onto the Moi instagram feed as an announcment for the while the other Framed by
arrival of the spring season along with holi festival. in the centre sandalwood and
quadrant. kesuda flowers.
This photoshoot series is done to take a moment to appreciate the finer things that add
a luster to the spring season. Kesuda flowers, chandan sticks, dr y dates, turmeric and
betel nuts, a few entities that grace the pallette during the spring are a must- mention.

Kesuda, also called palash, tesu or Flame of the Forest, the plant grows as a medium-
sized tree and is a native to India. From Januar y to March, the tree is laden with orange-
vermillion flowers hence it is popularly believed to be the harbinger of the spring season
Since Moi is all about a “pop of colour ”, the composition consists of subtle earthy colours with the
in India. This flower is also used to make natural colours during the festival of Holi.
kesuda flower being the “pop of colour ” alluding to the idea of spring season and Holi festival.

53 54
 FINAL
SHOOT
Emphasis on one earring placed
in the centre quadrant resting on
sandalwood sticks and framed
by kesuda flowers on one side
with muslin cloth providing for a
cinematic foreground.

Emphasis on the ring slipped onto

the sandalwood stick with kesuda
flowers framing the ring.

Keylight: Diffused natural light

coming in through the window.
A shot taken to set the vibe of this
photoshoot series. Hence there is no
placement of jeweller y in this shot. Vibe shot
This picture is a flatlay shot in
order to give equal importance to
ever ything placed on the plate.

55 56
 Jaipur Clip-on Earrings
Old Delhi Earrings
Kochi Hoop Earrings
57 58
 Kochi Hoop Earrings Jaipur Ring

59 60
 FEATURED CONTENT

instagram posts

Flower-of-Life Ring

https://www.instagram.com/p/B9vhuaUgAkg/?igshid=1si6wh1paqmfy
61 62
 PROPS USED
book/ magazine, sofa by a window side, coffee table, coffee cups, plates, coasters, sugar
pot and plants.

Keylight: Diffused sunlight coming in through

the window..

The model snugly sits on a sofa besides a

window, having coffee and contemplating
over a book.

The model wears a light blue effortless yet

sophisticated blouse. The light blue colour
of the blouse is a peaceful and calming
colour. The colour is also said to promote
feelings of tranquility.
The warm tone is the photos adds up to the
sense of coziness and homeliness.

INTROSPECT
We must always remember to find time for ourselves and follow our heart.

It is easy to get caught up in the day-to day aspects of life and forget to pause, self
reflect, and look at the bigger picture. Slowing down and taking time to think about
your life is extremely helpful in creating a better sense of you are, who you want to be, The model wanders into a garden for a
and how you will get there. breath of fresh air. The blue and greens
abundantly fill the frame as she tries to
Self reflection helps to build emotional self-awareness. By taking the time to ask yourself become one with nature.
the important questions, you gain a better understanding of your emotions, strengths,
weaknesses and driving factors.

Integrity increases when you take time to reflect on core values. Having a clear
understanding of what values you deem most important puts them at the forefront of
your mind and strengthens your decisions.

63 64
 FINAL
SHOOT

Keylight: diffused sunlight coming

in through the window.

This close up of hand gesture

is for the viewers to be able to
focus on the rings and bracelets.
The shot is such that most of the
jeweller y comes in the centre of
the frame or at the intersections.

Keylight: diffused sunlight coming in

through the window.

This incidental shot has

an earring placed at the
intersection and a bracelet
going through another
intersection making them the
main subjects of interest.

Ror y Gilmore Earrings

Memories pendant
Millenial Ring
Twin Ring
65 66
 Ror y Gilmore Earrings Ror y Gilmore Earrings
Memories Pendant Memories Pendant

67 68
 Millenial Ring Ror y Gilmore Earrings
Memories Pendant
Emma Ring

69 70
 Ror y Gilmore Earrings Ror y Gilmore Earrings
Memories Pendant
Millenial Ring
Twin Ring
71 72
 Rory Gilmore Earrings Infinity Bnad
Millenial Ring Slate Ring and Earrings
Twin Ring Evil-eye Bracelet
Emma Ring
Bombay Ring

73 74
 Millenial Ring
Evil-eye Bracelet

Charis Earrings Slate Ring and Earrings

75 76
 FEATURED CONTENT

instagram posts instagram posts

https://www.instagram.com/p/
CBXRR0XoW1u/?igshid=9zjwyb0gnmpw

77 78
 PROPS USED
white fabric with floral cutwork, flowers and plants, white curtains, books, coffee cup, and
cocktail glasses.

Keylight: Light of the midday sun coming from

overhead.

With serenity in her mind, she feels the sun on

her skin with its light fitering through a fabric.

weekendwithmoi
For that time of the week when ever ybody wants a time out!
Keylight: Direct sunlight of the midday sun.
Straight out of a hectic week, we make our way into a glorious weekend full of sun,
laughs and all things cheerful.

With the sun kissing her skin, she escapes to her garden for a walk, goes inside her home
and twirls through the lushness of her quaint white curtains flowing in the direction of the She finds an eternal bliss in nature. This
wind and curls up with a book on her couch. Later in the evening, she gets ready for an picture is shot in direct sunlight of the midday
intimate gathering with her friends. sun to further upon her love for all the bright
places.

79 80
 FINAL
SHOOT

Keylight: Diffused sunlight coming in through the

window.

This picture has a softer vibe to it because of

the soft diffused sunlight and use of flowy white
curtains.

Keylight: Diffused sunlight

coming in through the window.

She curls up with one of

her favourite books.

Dancing Diamond Flora Studs

81 82
 Dancing Diamong Frencg Knot Nizam Ear Studs
Studs

83 84
 Hexa Enamel Ear Studs Hexa Enamel Ear Studs

85 86
 December Pendant December Pendant

87 88
 Zoe Clip-on Earrings Audrey Pearl Ear Studs

89 90
 Emma Ring Zaha Ring
infinity Band Audrey Pearl Ring
Bombay Ring Elements of Life Bangle

91 92
 FEATURED CONTENT

instagram posts instagram posts

93 94
 PROPS USED
a chessboard with the pawns and pieces

Keylight: Godox Sk 400 (with 150 W

modelling lamp) with softbox placed beside
the model and tilted down at an angle of 45
degree.

MOI MUSE
Moi muse refers to the women with whom the brand feels connected to. One such muse
is Surbhi Mehta.

Surbhi Mehta, an image consultant, loves to experience new things that she hasn’t done
before. Married to an absolute chess lover, she needs something challenging to do all
the time.

A passionate writer beneath her busy schedule, she loves to get tangled between
creative projects. Being a Punjabi, brought up in Calcutta, a huge part of her heart has
Bengal in it. Leaving home at 19 was tough choice, but she took it off as an air hostess.
The woman lounges in her drawing room as she
She claims to be a water baby- absolutely loves beaches! And upon being asked her plays a game of chess. She is a woman of worth;
next destination to travel, she looks forward to visiting Zanziba. an independent and intellectual woman whom
people can rely on.
A talented, super polite and soft spoken person, Surbhi is a Moi Muse in ever y way
possible!

95 96
 FINAL
SHOOT

Revival Necklace Elements of Life Bangle

December Pendant Mirnda Bracelet
Tanzanite Ring
97 98
 FEATURED CONTENT

instagram posts

Jaipur Ring

99 100
 PROPS USED
tea cups, coasters, plates, hibiscus flowers

Keylight: Diffused sunlight coming in through a huge glass window.

MOI muse
Another series of photoshoot done on the aforementioned Surbhi Mehta. This one
being a day look has her in her casual corporate wear grabbing a quick brunch before
leaving for work.

101 102
 FINAL
SHOOT

Paris Ring

FEATURED CONTENT
instagram posts

Ror y Gilmore Earrings

Paris Ring
Chicago Bracelet
103 104
sPontaneous shoots

Jackie Pearl Necklace December Hoop Earrings

Swirl Pearl Earrings
Chicago Bracelet

105 106
 Memories Pendant December Ear Studs

Dew Drop Earrings Dancing Diamond Pendant

107 108
 Hexa Clip-on Earrings & Tnazanite Ring Audrey Pearl Ring & Noor Chocker Necklace

Dew Drop Earrings Audrey Pearl Ear Studs & Red Mogul Necklace
109 110
 Naaz Earrings Paris Earrings

Caribbean Earrings Audrey Pearl Ear Studs

111 112
 Tahiti Earrings Jackie Pearl Necklace, Audrey Pearl Studs and Earrings
and Perle Studs

Mojito Ring Dancing Diamond Flora Studs

113 114
 Naaz Earrings Elizabeth Bracelet

115 116
 FEATURED CONTENT

instagram posts instagram posts

117 118
 FEATURED CONTENT

instagram posts website collection page header

website homepage introduction

119 120
 bibliophile wanderer
The bibliophile collects and has a great love for books. She spends way too much time This woman is full of curiosity as it is the keystone upon which any quality travel experience
thinking about book organization. She views books as actual home décor. Used books is built.
stores fill her with glee.
She has a strong sense of empathy. This is a culmination of her diverse experiences,
Her ultimate fantasy is to have a librar y in her house, à la Belle in Beauty and the Beast. the diverse cultures she encounters and the diversity of the people she meets. She
She owns multiple copies of the same books. In spite of an e-reader ’s convenience she profoundly welcomes change; as it ’s a way of life for her.
loves the crisp pages and glossy cover feel of a tangible book, and the store bought
scent! She knows how to appreciate the crackle of a newspaper or the sheen of a When walking, she’d rather look up than down. Her head is in the clouds almost as much
magazine in the salon. as she is. She looks for the strange, exotic and unusual in the mundane. She’s ready to
go anywhere, as long as it ’s somewhere new.

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 defence strength
mechanism
Mother of Pearl & Strength:
Pearls & Defence Mechanisms:
While the shiny material of pearls and abalone shells has long been prized for its
One of the most beautiful and impressive of the many and varied defence mechanisms iridescence and aesthetic value in jeweller y and decorations, scientists admire mother-
that occur in nature is the creation of pearls – generated when foreign particles such of-pearl for other physical properties as well.
as sand grains or parasites get inside the soft bodies of oysters, clams or mussels. As a
defense mechanism, a fluid is used to coat the irritant. Layer upon layer of this coating, Also called nacre, mother-of-pearl is 3,000 times more fracture-resistant than the mineral
called ‘nacre’, is deposited until a lustrous pearl is formed. it is made of, aragonite, says Gilbert, a physicist at the University of Wisconsin–Madison.
“You can go over it with a truck and not break it - you will crumble the outside (of the
A form of defense mechanism used by humans is one known as ‘sublimation’. shell) but not the (nacre) inside. And we don’t understand how it forms - that ’s why it ’s
Sublimation is when we transform our negative urges into positive and productve so fun to study. We don’t know how to synthesize materials that are better than the sum
activities (similar to how a pearl is formed in nature!). of their parts.“ Nacre is actually a mosaic of non-aligned cr ystals, which form a naturally
strong material, like those that form the facets of a cut diamond, a poly-cr ystal stronger
A few examples can be: creating art when you’re anxious, reading a book or writing that any individual cr ystal in it. This is what gives the structure its impressive strength.
poetr y when you feel blue, exercising when you’re irritated, etc
Inspired from this, I was motivated to create through a photoshoot, a personality of a
woman who is strong- emotionally, physically and mentally. One who lives an independent
life an inspires other women to do the same.

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 Venus egypt
Emerald & Venus: Emerald & Egypt:

Emerald, one of “The Big Four ” (diamond, emerald, ruby and sapphire) precious Owning an emerald is like owning a piece of histor y. The oldest emeralds are 2.97
gemstones, is the primar y choice of birthstone for May. billion years old. The first known emeralds were mined in Egypt in 1500BC.

The ancients associated Emerald with the Greek goddess Venus, the goddess of Emeralds are said to be one of Cleopatra’s favourite stones. It is one of the four
love and beauty, and was said to protect lovers from unfaithfulness. If the heart recognized precious gemstones, the others are ruby, sapphire and diamond.
was loyal, the gem would glow in a beautiful green colour, but if the heart was went
astray, it would turn a different, lifeless color. It ’s is synonymous with green, a color that Mt. Smaragdus is best known for supplying the emeralds so beloved by Queen Cleopatra,
represents growth, nature, money, fertility and safety. a name that evokes images of sublime beauty and intense passion. The May birthstone
was adored by Cleopatra that she literally surrounded herself with them; she wore
As the color of the Heart Chakra, green is a positive colour that balances our them as ornaments, adorned her palace with them, and often gifted them to foreign
emotions, enabling us to love ourselves and others unconditionally. This significance dignitaries. In all likelihood, Cleopatra is largely responsible for popularizing emeralds.
is likely why the Romans attributed emerald to Venus, goddess of love. As a stone
of inspiration and boundless patience, emerald conveys unity and compassion,
promotes friendship and harmony between partners, and is particularly well-known for
encouraging domestic bliss, contentment and loyalty in marriage. In fact, it is often
given on the 20th and 35th wedding anniversaries.

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 INSCAPE CITRINE
The word “inscape” means, the unique inner nature of a person or object as shown in Citrine & the Sun:
a poem or work of art.
Also known as the “Light Maker,” the citrine gemstone has a bright yellow hue, which
Despite of the fact that we all are human beings, we have our nuances when it comes reflects its equally vibrant energy.
to physical attributes. Be it moles that form a constellation on our ver y bodies, freckles
that look like scattered seeds, stretch marks that remind us of the ocean waves, scars Like Vitamin C for the soul, the citrine cr ystal emanates positivity and joy. Its name is
that form a piece of art on our bodies, a bone structure that proudly stands out and derived from the French word for lemon (citron), which carries a sense of sunny and
stomachs be they flat, not-so-flat or round are the pieces that put together wonderful optimistic joie de vivre. Lemon symbolizes human heart, love and light. Yellow colour
bodyscapes. is the symbol of happiness and optimism.

Herein, lies an effort to acknowledge and to appreciate all the unique curves, edges,
buldges, nooks and crannies that create you.

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 jewel
romanticism
videoseries

6
videos showcasing
Moi’s artistr y
 iridescent
moi
(part- 1
2)

These macro videos are created to depict the manifestation of diamonds through their kaleidoscopic
iridescence and the materialisation of pearls through their opalescence. These diamonds and pearls
come together as a whole to create Moi ’s La Perle Earrings and Audrey Pearl Ear Studs respectively. La Perle Earrings

STORYBOARD STILLS FROM THE VIDEO

Iridescent sparkles move in random motion, film This scene shows the sparkles materialise into
dissolve into the next scene. diamonds and cuts to the next scene.

Name of the video : Iridescent Moi (part 1)

Name of the earrings featured : La Perle Earrings
This scene shows a macro view of the pearls This scene finally showcases a wide shot of the pair Date of publication on instagram feed : 23rd March 2020
from where the camera glides back towards the of earrings gradually coming into focus while the Total Time of the video : 19 seconds
diamonds; and cuts to the next scene. camera zooms in on them. Then the scene dips to
white for the logo to appear on the screen. Setup : Godox SK 400 (with 150 W modelling lamp) with a softbox placed at a distance of 2 ft tilted down
at an angle of 45 degree.

instagramL
INK: https://www.instagram.com/p/B-EIEDPJMi9/?igshid=16j08z9x7huln
Lens used : 85mm lens with a 4x magnifying lens filter.
Edited on software : Premiere Pro cc18

driveLINK: https://drive.google.com/drive/folders/1rvOxIp5uN-XRUlWQWnLEJKqfTf
Ntx3Yb?usp=sharing
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 iridescent
moi
(part- 2)

These macro videos are created to depict the manifestation of diamonds through their kaleidoscopic
iridescence and the materialisation of pearls through their opalescence. These diamonds and pearls
come together as a whole to create Moi ’s La Perle Earrings and Audrey Pearl Ear Studs respectively. Audrey Pearl Ear Studs

STORYBOARD STILLS FROM THE VIDEO

Iridescent sparkles move in random motion and film The earring gradually comes into focus and film
dissolve into the next scene. dissolves into the next scene.

Name of the video : Iridescent Moi (part 2)

Name of the earrings featured : Audrey Pearl Ear Studs
The camera pans from left to right and cuts to the This scene shows the earring rolling down so that Date of publication on instagram feed : 24th March 2020
next scene. the USP of the product i.e. the displacing pearls Total Time o the video : 22 seconds
come into focus. The scene finally dips to white for
the logo to appear on the screen. Setup : Godox SK 400 (with 150 W modelling lamp) with a softbox placed at a distance of 2 ft tilted down
at an angle of 45 degree.

instagramL
INK:
Lens used : 85mm lens with a 4x magnifying lens filter.
https://www.instagram.com/p/B-GszgWJVyX/?igshid=16q8zd8jlfyse Edited on software : Premiere Pro cc18

driveLINK: https://drive.google.com/drive/folders/1rvOxIp5uN-XRUlWQWnLEJKqfTf
Ntx3Yb?usp=sharing
133 134
 STORYBOARD
crafted for
moi
Moi draws influence from the rich design and artisanal heritage of India. In a time when fashion and its
narratives are influenced by the west and India is portrayed as a land of flamboyance, Moi strives to push
the boundar y and offer products with a layer of sophistication and minimalism. This video is an attempt to In the first scene, the artisan’s hand is shown The pendant comes into focus with stringing being
show the process of stringing (one of the many techniques that go into making Moi-’handmade with love’). separating cultured pearls with the help of tweezers done in the background and film dissolve into the
and cuts to the next scene. next scene.

STILLS FROM THE VIDEO

An extreme close up of the artisan threading a fine The artisan lining the circumference of the pendant
gold wire through cultured pearls and cuts to the by the string of pearls and cuts to the next scene.
next scene.

Now that the pendant is lined with the string of The last scene depicts the artisan completing the
pearls, it is time to tighten the end of the gold wire. process by cutting off the excess gold wire and the
scene dips to black for the brand logo to appear.

Name of the video : Crafted for Moi

Name of the earrings featured : Audrey pearl ear studs.
Date of publication on instagram feed : 14th May 2020
Total Time o the video : 28 seconds

Setup : Artisan sitting near a window which has diffused sunlight coming in through it.

K:
Lens used : 18-135 mm USM
instagramL
IN https://www.instagram.com/p/CAKyvdFJsj0/?igshid=x6cgprprmprd Edited on software : Premiere Pro cc18

driveLINK: https://drive.google.com/drive/folders/1rvOxIp5uN-XRUlWQWnLEJKqfTf
Ntx3Yb?usp=sharing
135 136
 M
aquette
moi
illustrationseries

7
illustrations alluding to
the effortlessness and
elegance of a Moi
woman.
 MAQUETTE
MOI
SERIES - 1
Amidst the situation of Covid-19, no more
photoshoots were possible. The brand needed
a creative medium to display their products on
their instagram feed hence the art of illustrating
came to the rescue.

Following are the digital illustrations of some of

the jeweller y available on Moi’s official website.
The illustrtions are drawn keeping in mind the
persona of the woman the brand represents.
She’s a mature, confident woman with an
intellectual background. Sophistication and
elegance are synonymous with her and effortless
is a mantra she lives by.

139 140
 Ror y Gilmore Earrings Kochi Hoop Earrings

141 142
 Ann Magnolia Earrings Jackie Pearl Necklace

143 144
 Old Delhi Clip-on Earrings Tahiti Earrings

145 146
 FEATURED CONTENT

SERIES - 2

147 148
 Swirl Pearl Earrings Audrey Pearl Ear Studs

149 150
 Kochi Hoop Earrings Ror y Gilmore Earrings

151 152
p
honeweb
site
layout

8
a new layout for their
soon-to-be re-launched
website
155 156
 soulful luxury

157 158
 C
onclusion
Internship provides a great deal; major advantages to the student/interns
in general. It reveals the student ’s competence concerning their skill and
competence on the intellectuals’ scene. Because of the tasks that I carried out
at Moi, I got the opportunity to put to practical use the theoretical knowledge
accumulated all along my academic studies. This internship has revealed the
various challenges and realities of the professional work in which I will be entering.
Therefore, as a future designer, I have gained knowledge about the functioning
of the organizations.

The internship has helped me acquire new knowledge and skills which will always
help me. I have also learnt the manner to work with different team members in
different departments. Personally, the internship period has left me with sufficient
knowledge and skills required to be competent future employee.

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 Bi
bliogra
phy
Source of inspiration for the illustration series: in.pinterest.com

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