Tanishq Takes on America

The Indian-based jeweler Tanishq has opened two stores in the United States, its first in July 2008 at the Woodfield Shopping Center in Schaumburg, Ill., and its second last November at Garden State Plaza in Paramus, N.J. JCK recently visited the Paramus store. The Tanishq store is design driven and lifestyle focused, with accessibly priced jewelry, all in 18k gold. Price points range from under $500 to above $10,000, but the bulk of product is priced under $3,000, the sweet-spot for its target audience of fashion-conscious women. Jewelry collections are built around concepts, such as rain, yoga, and lotus flowers. Tanishq offers some classic looks and some modern looks, but all the jewelry is designed to be wearable on a daily basis. Kathrin Schoenke, a sixth-generation jeweler and manufacturing consultant with stints at Cartier and Tiffany under her belt, is the merchandiser for
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