The Theme

The theme of the design contest is "Ethno Contemporary"

"Ethno Contemporary" is a concept that borrows ideas from our Indian design heritage and then introduces modern inspiration to create a fresh new design aesthetic. In other words, it is "contemporary sensibility in design" giving a unique styling to a traditional Indian motif.

For example:

• The mango motif, which is also known as Paisley, has passed through many centuries, making huge fashion statements in garments, crafts, textiles, jewellery and other lifestyle products.
• The sun, an ethnic symbol present from the inception of mankind exudes style amongst today's fashion connoisseurs.
• Tribal motifs and Egyptian silhouettes form excellent design concepts which can bring about a communion of tradition and modernity.
• Filigree is a confluence of traditional manufacturing techniques and artistic excellence from the East. It offers a unique sense of style.

All of the above examples tie in perfectly with gold jewellery falling within the "Ethno-Contemporary" genre -- it’s taking some elements from the traditional motifs and presenting them with a unique, contemporary twist. We're looking for jewellery design innovations within the realms of traditional framework, but we want to raise the bar in terms of progressive contemporary design. The jewellery piece on the cover of the entry form is a good example of "Ethno-Contemporary" - it combines the traditional mango motif with a more contemporary floral motif in the rose blossom.