indira J
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CONTENTS ABO U T IS PIRAT IO N C O N CE PT S KE T C H E S T EC H N I C AL DRAW ING S T EC H N I C AL PRO DU C T IO N M AT E RIALS M ARKE T ING ANAL Y S IS S W O T ANAL Y S IS PRI CE ANAL Y S IS S H O O T ING
ABOUT
My name is Rachana, my name means creature. I was born in a village in the south-west part of the ‘India, in 1993 and at the age of 15 months I was adopted. As a child my family encouraged me to discover and grow a particular interest in my origins, accompanying me at the age of 7 on a journey to discover that amazing country. Analyzing the work done over the years, I realized that a particular design method is present in all my projects. At first, I did not know what was the matrix and the origin. During the course of my studies, I was able to understand what drives me to make certain choices when I put my self to work. It’s my double identity. I’m originally from a country rich in traditions and colors but grew up in a very different reality.
Elegance Complexity Colours richness Sacredness differences
Duplicity heritage new technologies Indian matrix indian shapes Innovative materials
CONCEPT
INDIRA was born from the idea of combining the two countries, very distant in both traditions and approache to life, in a unique jewel. The key used to design is the idea of jewel that would break away for a moment from being just beautiful but also appreciated for what is inherent in it. It proposes an innovation linked key but without losing sight of the goldsmith’s preciousness. INDIRA is made with the use of the new rapid prototyping machines for the metal elements of the structure. A strong point in the project is the use of indian silk, an antique and precious material, to create a rigid form.
SKETCHES
DRAWINGS
The first idea was to use flax and carbon fiber to make the petals.
TECHNICAL DRAWINGS CUP
R14
8
OVERALL DESIGN
R2
24
26
26
8
OVERALL DESIGN
1
3
30
61
17
9
24
20
4 3
6
10 15
17
9 20
COMPONENTS CLIP 3 2
3
8
R3
R2
R2
26
R3
3
8
7
4 9
3 5
8 8 4 3
R2
1 4 1 11
1 8
20
7
4
1 1
29 9
5
17
22
R2 9
TECHNICAL EXECUTION
After designing the project with 3D modeling software, it moved to the phase of prototiping with printers. Obtained the model accordingly resin has been realized, thanks to the fusion, the metal product ready for processing at a banquet.
3d model 3d resin printing 3d resin printing of the the counter Yellow bronze casting Processing of silk Finishinf of bronze shells Laser welding Final polish
MATERIALS
I decided to use a material that was innovative and that could give a new character to a high jewelry creation. What material can represent India better than silk ? In processing the fabric, resin was used to give petals a structure and to produce something that was innovative and special. The collection is going to be realized in gold for the metal parts and in silk for the petals. The fabric is cut into modules then soaked in resin and manually shaped in the form of a petal. Once dried the petals will have volume but be empty inside. My objective was to produce a unique piece durable over time.
YELLOW GOLD
PINK GOLD
WHITE GOLD
MARKETING ANALYSIS Product
Collection made in gold and silk.
Price
Production and materials ( price starting from 5.300,00 Euro)
Place
E-commerce e International
Promotion
(BTL) Social | Exibition (ATL) Magazine | Store
Target
Creative, independent, thinking out of the box. Someone who is able to appreciate the product for its material, the research behind its creation and the attention to details. A well off buyer who is accustomed to luxury retail, who is in search of uniqueness and exclusivity.
iris apfel
American businesswoman, interior designer, and fashion icon
Liya Kebede
Ethiopian-born model, clothing designer, and actress
miroslava duma
Russian digital entrepreneur and investor in the world of international fashion
SWOT ANALYSIS strengths
Innovation | Production Techniques | Materials
WEAKNESS
It’s a niche product and therefor not accessible to all.
Opportunity’
Few Competitors | Using an innovative material
THREAT
Raising the value of gold and the birth of new competitors.
AIMS
To introduce a new aspect of jewelry as: production throught new technologies, bringing a new vision of West married to the east and the use of new materials.
STRATEGIES
Event | Exibition | Social | E-commerce
ACTION PLAN
Aim and promote the brand through the use of social. Organizing events that enclose it in the matrix and the theme of the collection.
P R O M O T I O N : ATL | BTL
PRICE ANALYSIS
3D PRINTING MERGER
QTA
FINO
-
-
33
€/gr-ct
€
coeff
price
N°
TOT
-
120,00
-
-
-
0,85
28,05
-
-
-
MANUFACTURE
-
-
-
1.000,00
-
-
1.000,00
STONE SETTING
-
-
-
-
-
-
-
RODIO
-
-
-
-
-
-
-
GOLD
33
27,23
36,00
980,10
-
-
980,00 1
-
-
-
-
-
-
2,50
TOTAL
-
5 .3 2 0 , 3 8
shooting
INDIRA Designer Rachana De Cesaris A.A. 2015 / 2016 IED - Istituto Europeo di Design