World Gold Council and AngloGold Ashanti in association with Tanishq and Rand Refinery today announced the launch of their unique initiative ‘AuDITIONS’. Hailed as the Oscars of Gold Jewellery Designing worldwide, AuDITIONS is India’s first and only Gold Jewellery Design Competition. The second edition of this All India competition was announced by the ace designer Raghavendra Rathore who is the ‘Concept Carrier’ of AuDITIONS.  

AuDITIONS is the world’s largest gold jewellery design competition held across Brazil, South Africa, China and the Middle East. Positioned as the global benchmark of cutting edge gold jewellery design, the competition confirms that gold is going through a major metamorphosis. AuDITIONS couture catwalk designs will keep gold relevant, exciting and always pushing the boundaries of design. The Indian chapter will be open for all designers from the jewellery or any other design discipline. It has been initiated with the aim to identify, recognize and motivate design talent amongst students of design institutes, goldsmiths and craftsmen and provide them with worldwide recognition. An expert panel comprising of professionals from design and jewellery space has been specially constituted for AuDITIONS.   

The theme for this year’s AuDITIONS is ‘Trendsetting Gold’ which aims to bring about a range of new designs in gold jewellery and ideas with a completely fresh design aesthetic that appeal to the new age Indian woman. The theme draws its inspiration from the modern world of fashion and textiles, thus enabling the contestants to create original jewels that establish fashion trends.

Mr. Ajay Mitra, Managing Director, Indian Subcontinent, World Gold Council, said, “AuDITIONS in its previous edition established a reputation for both innovation and creativity in designs and has been a very successful venture in India. This year’s theme ‘Trendsetting Gold’ encourages new talent to highlight design and manufacturing excellence that sustains and develops jewellery markets across India through design innovation. As jewellery becomes a powerful expression of individual style and joins the ranks of high profile branded luxury goods, design excellence will become even more essential in the marketing of gold jewellery. World Gold Council believes that the promotion of such innovative products and designs will further fuel consumer growth for the entire gold jewellery category.”

Mr. Mark Pool, Marketing Manager of AngloGold Ashanti and Creative Director of AuDITIONS, remarked “I am very excited by the prospect of the second edition of AuDITIONS India. Our first AuDITIONS India collection was a big success on the catwalk recently at Cape Town Fashion Week, where we featured pieces from India, China, Brazil and South Africa. I have big hopes for the forthcoming Trendsetting Gold collection and look forward to designs that will inspire and excite Indian women with gold jewellery that is unlike the traditional product they are so used to.”

Mr. Raghavendra Rathore, the ‘Concept Carrier’ for AuDITIONS said, “The value that I hope to bring to the Gold Jewellery Design Competition is the opportunity to re-awaken the interest in the youth about Gold, and AuDITIONS is the only vehicle that can connect the karigars, students and designers on a democratic platform, to contend their new vision on an international scale.”

Mr. V. Govindraj, Vice President Retail & Marketing, Tanishq said, “At Tanishq, we are proud to partner AuDITIONS. Tanishq revolutionized the design in precious jewellery in India by revitalizing Indian heritage. With AuDITIONS we are able to further strengthen our agenda of applying imagination to our precious arts and crafts and creating designs which capture the hearts of the millions of Indian women. Any masterpiece is usually created when a host of different skills come together passionately. AuDITIONS is a superb forum where hundreds of craftsmen, designers and students from across the country will come together to weave the magic of craft and design in gold. At Tanishq, we will bring their designs alive, by creating their products and then join WGC to showcase these couture masterpieces to Indian women.”   

 “As one of the largest consumers of gold globally, India, which is also internationally renowned for its innovative jewellery designs, is an important market for Rand Refinery. We therefore welcome this second opportunity that AngloGold Ashanti AuDITIONS affords us to extend our unique brand even further to the Indian retail and manufacturing trade”, said Alan Muir, MD of Rand Refinery.

To encourage the contestants’ workshops will be conducted across the country wherein Raghavendra Rathore and the selected panel will guide the participants on their objective of creating new designs. The rationale of these nationwide workshops is to help the contestants create original jewels that establish fashion trends and create trends rather than following them. Workshops will expand skill sets and provide valuable teachings on design to the participants.   

AuDITIONS this year will be judged on the basis of originality of designs, innovation in style, theme of trendsetting, and the practicality of manufacturing and wearibility. The entries will be shortlisted to a final 20, the designs of which will be fabricated and the final 3 winners will be declared.  

The overall grand prize is 500grams of gold; second prize is 250grams of gold while the third prize is 100grams of gold. The balance 17 shortlisted finalists will be given 20gram gold coins. Being one of the largest jewellery design competition the participants and the winners will get a worldwide recognition.

Applicants can register for AuDITIONS through entry forms available online on www.goldauditions.com or at the IIJS Exhibition, Mumbai. Forms will also be available during the nationwide AuDITIONS workshops, at design institutes and at local karigar associations. 

Sourced From: LINOpinion - The Lintas Public Relations Division