Thursday, 5 December 2013

गहनों का ख्याल , रखें हरदम आप



This appeared in one of the leading hindi magazines ..............

गहनों का ख्याल , रखें हरदम आप 





हने किसी न किसी रुप में हमारे जीवन से जुड़े रहते हैं. या यूँ कहें कि आपके हर गहने में आपके जीवन के अनमोल  पलों का समावेश होता है. कभी व्यक्ति विशेष के सौंदर्य व व्यक्तित्व को निखारने में इनका बड़ा योगदान होता है तो कभी एक पीढ़ी इन्हें दूसरी पीढ़ी के हाथों में जब सौंपती है तो ये हमारे परिवार की विरासत का रुप ले लेते हैं और पीढ़ी दर पीढ़ी हमारे पूर्वजों की निशानी व परंपराओं क प्रतीक बन कर हमें गौरवान्वित करते हैं. हर खूबसूरत गहने के साथ एक बेहतरीन याद जुड़ी होती है . परंतु यदि इनकी समुचित देखभाल न की जाए तो ये अपनी रंगत खोने लगते हैं . इसलिए इनका सही तरीके से ख्याल रखना बेहद आवश्यक है . उचित देख-रेख द्वारा आपके गहनों की चमक सालों साल बरकरार रह सकती है. अपने गहनों को मेंटेन रखने व इनकी चमक सालों साल बरकरार रखने के उपाए बेहद सुविधाजनक हैं.

गहनों को मेंटेन रखने व इनका सही तरीके से रखाव के लिए गहने पहनने के बाद , हर एक बार ह्ल्के गीले मुलायम कपड़े से पोंछ कर रखा जाए. यह एक रेग्युलर आदत ही आपके गहनों की चमक कायम रखने में लाभदायक साबित होगी.

गहनों के मेंटीनेंस के लिए सबसे अधिक ध्यान देने योग्य बात यह है कि गहनों को नमकीन पानी , क्लोरीन ब्लीच या डिटर्जेंट सरीखे तेज रसायनों से बचाएं . इसके अलावा हेयर स्प्रे, परफ्यूम , क्रीम या तेल से भी गहनों को बचाएं. अपने गहनों को कभी भी टूथ पाउडर या टूथ पेस्ट से साफ न करें क्योंकि इनमें कुछ ऐसे तत्व होते हैं जो गहनों की चमक खत्म कर देते हैं.

अपने गहनों को हमेशा गुनगुने पानी और ह्ल्के साबुन जैसे ईज़ी से साफ करें. भूलकर भी डिटर्जेंट का प्रयोग न करें. गहने साफ करते वक़्त एक सफेद चादर पर बैठे . अब एक कटोरे में साबुन मिला पानी रखें और दूसरे कटोरे में साफ गुनगुना पानी लें . पहले गहने को साबुन वाले पाने से साफ करें और फिर स्वच्छ गुनगुने पानी से साफ करें . सफेद कपड़ा रखने से यदि कोई गहना गिर जाता है तो उस पर आसानी से नज़र पड़ जाती है. सावधाने के लिए गहनों को कभी भी वॉशबेसिन या किचेन सिंक में साफ न करें.

गहने साफ करते समय मुलायम ब्रश या फिर मेकअप ब्रश का प्रयोग करें. गहनों में जड़े रत्नों के आसपास की गंदगी को आप टूथ पिक की सहायता से साफ करें. गहनों को सदैव ह्ल्के हाथों से साफ करें व इनमें लगे रत्नों को बहुत जोर से रगड़्कर साफ न करें. गहनों को साफ करने के बाद किसी साफ तौलिए में रख दें ताकि पानी अच्छी तरीके से निकल जाए.

यदि आपके पास बीडवर्क के गहने हैं तो इन्हें रेशम के पाउच में रखें . अक्सर देखा जाता है कि गहनों को नुकसान अधिकतर गलत स्टोरेज के कारण पहुँचता है. इससे बचाव के लिए गहनों को कभी भी एक दूसरे के ऊपर या नुकीली वस्तुओं के साथ न रखें . रत्नजड़ित गहनों को धीरे से सावधानीपूर्वक रखें क्योंकि इनको यदि आप जोर से रखते हैं तो इनमें लगे रत्न टूट भी सकते हैं या उनमें स्क्रेच भी आ सकते हैं . इसी तरह कुछ रत्न सूर्य की रोशनी से भी प्रभावित हो सकते हैं. ऐसी स्थिति में प्रत्येक गहने को कपड़े वाले बैग में ही रखें . परंतु रत्नजड़ित गहनों के क्रम में इस बात का विशेष ध्यान रखें कि प्रत्येक रत्न अलग होता है तो उसकी  देखभाल भी विशेष तरीकों द्वारा ही संभव है.

बेहतर होगा अपने ज्वेलर से रख रखाव के संदर्भ में सलाह अवश्य लें . उदाहरण के तौर पर जैसे माणिक , नीलम, पन्ना आदि कठोर रत्नों की श्रेणी में आते हैं, जिसकी वजह से इनको जल्दी क्षति नहीं पहुँचती . वहीं ओपल ( दूधिया पत्थर ) व टरक्वाइज़ ( फिरोजा) सॉफ्ट रत्नों की श्रेणी में आते हैं जो खरोंच वगैरह के प्रति अधिक संवेदनशील होते हैं इसलिए अपने रत्नजड़ित गहनों को समय समय पर ज्वेलर को दिखाकर मरम्मत कराते रहें . यदि आपके गहने जरुरत से ज्यादा ही गंदे हो गए हों और इनको साफ कर पाना आपके लिए असंभव प्रतीत हो रहा हो तो फिर इन्हें किसी सुनार को दे दें . बस इतना ध्यान रखें कि सफाई अपने सामने व किसी विश्वसनीय सुनार से ही करायें.



-  स्वप्निल शुक्ला

     ज्वेलरी डिज़ाइनर
     फ़ैशन कंसलटेंट





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Do visit these links ...... I am sure visiting these sites will worth enough for you all .

                                                                                             - Swapnil Shukla

Swapnil Saundarya e-zine
www.swapnilsaundaryaezine.hpage.com

Swapnil Saundarya e-zine blog
www.swapnilsaundaryaezine.blogspot.com

Swapnil Saundarya
www.swapnilsaundarya.blogspot.com

Swapnil's World of Words
www.swapnilsworldofwords.blogspot.com

Entrepreneurs Adda
www.entrepreneursadda.blogspot.com


Swapnil Jewels and Arts
www.swapniljewelsandarts.hpage.com

Rishabh Shukla  ( RS )
www.rishabhrs.hpage.com

Rishabh Interiors
www.rishabhinteriors.blogspot.com


Rishabh Arts
www.rishabharts.blogspot.com

Rishabh Views On Modern Society
www.rishabhviewsonmodernsociety.blogspot.com


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Twitter - Swapnil Shukla 
https://twitter.com/swapnilshukla05




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copyright©2012-Present Swapnil Shukla.All rights reserved
No part of this publication may be reproduced , stored in a  retrieval system or transmitted , in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. 

Copyright infringement is never intended, if I published some of your work, and you feel I didn't credited properly, or you want me to remove it, please let me know and I'll do it immediately.


Thursday, 21 February 2013

Visual Merchandising : Jewellery Display






Visual Merchandising : Jewellery Display

The question confronting every retailer is what encourages a customer to shop in one store rather than another ?
The answer is : a coordinated effort  that includes marketing, merchandising, store design, and visual merchandising.

Visual merchandising today has become an indispensable and integral component of the fashion business. it is a tool or language that retailers use to communicate with the target customers .

Visual merchandising makes the customers stop, look , even examine the new merchandise available in your store . it is the art of presentation, which puts the merchandise in focus. it educates the customers, create desire and finally augments the selling process.

In jewellery and fashion business, VM plays a very important role. so if you are running a jewellery business, boutique , design house, or a store, it is mandatory for you to learn the basics of VM to enhance the sale of your merchandise.


The basic rules of design

As you know , humans require beauty in addition to function. Our mind is consciously and unconsciously looks for it .So, here are the two things you need to keep in mind when designing a new display.

1- Keep it simple
 { A busy window display doesn't say a lot . Less busy displays say more  }

2- Use graceful lines , pleasing colours, contrast , interesting patterns and appealing arranged merchandise . Together with contrast this will help create rythm .

 





Reduce confusion in your Design :

Unless there's a clear theme or topic , organize the objects by :

-Color
-Texture
-Use
-Lifestyle
-or any other common feature



Beauty in composition :

Sometimes the idea you want to showcase involoves a theme or topic . when that's the case, you should keep in mind that you shouldn't try to replicate a real situation .When creating store windows you should strive to create impressions.You can't replicate something like a swimming pool  or the beach . That would be overkill .You need to extract the beautiful lines, colours & forms and perhaps some appropriate display symbols .When you use an object again & again and it establishes a pattern , you get harmony and focus .Generally , the large items are the focal points and are the featured merchandise. The smaller surrounding items should support the large items . These items may be products like accessories or props.


Colour themes :

colour is the first thing a customer notices.The most exciting displays are dominated by one colour .

The next obvious question is how do you decide what colour to use ?

The dominant colour in your merchandise usually determines the colour in the display.

Colour also establishes a mood like happiness.
In addition, the customer identifies colour with price, quality & style .


Its important to know that too many colours in equal amounts confuse the customer and weaken the presentation . Its ok to showcase lots of products of all shapes and sizes in a store window, but shouldn't  look like a big mess.
The way to deal with a big mess is to quit your idea of too much colour .
That's when the beauty of minimalism comes alive.

Tip: If red earrings are hot , dress as many of the mannequins as possible with red earrings. Enhance the earrings with red belts or shoes and this will strengthen the colour theme.Don't worry about using too much of the same colour .

 






Lines :

You can use lines to connect shapes or objects so the eye follows one object to another. or you can use imaginary lines to accomplish this.
There are various kinds of lines : straight, crooked and curved .
Vertical lines create impressions of strength , permanence and stability. Horizontal lines create feelings of dignity , calm and order. Diagonal lines create attention. Curved lines are ideal to confine the contours of objects or to create an endless motion like a wave. Crooked lines are everchanging.



Focus on Usage/ Function

Create a scene showing  how the products can be used. Mannequins are perfect for this .For example , you can show them while they are at the beach or while they are playing in the snow or having fun in the kitchen.


Focus on Lifestyle :
Your products enhance someone's lifestyle .If that lifestyle matches your store 's brand then try to find objects that go hand in hand with that lifestyle and use them  in your window display . This will turn your window into a magnet for anyone who associates him or herself with that lifestyle.


Nature :
You can find everything in nature : love, grand openings , drama, elegance. Use the beauty of flowers, the darkness of forests, the rich colour of butterfly wings etc.


Fairytales, fiction and dreams :

Position your products in a fairytale window and tell a story.Think about the little mermaid and the sea witch , a circus act or a magic trick.


Celebrities and photos :


Talk to your vendors , ask for some big photos or posters and special displays that you can place in your window displays.Try not to give up your creative control, because in the end , its your  store , its your brand .


Holiday spirit :

At times shopping is a necessary function. Sometimes its a therapy for the stressed out souls . But during the holidays the actual  buying or window shopping is also a form of entertainment. Your windows should be your gift to the city, your gift to your customers. Your gifts needs to reflect your unique take  on the holiday season and spirit . Usually the holiday theme takes centre stage and your products become the the props that enhances the holiday spirit . for example : you have a Santa claus in your window and your products { the christmas gifts } are the props.

Art :


You can get amazing reactions when you take art out of a gallery's environment and push it at people where its least expected .Use your window spaces as a public gallery wherein you showcase known and unknown artists. When possible try to create synergy between the art and your products. Art isn't suitable for every store.Displays with high- fashion merchandise are more likely to use art. Your creation inside your store windows is and should be a work of art.









Now, the question arises in mind is - what else do you have to take into account when creating a display ?

The answer is -

Timing :

Its not that difficult to make the new season's windows always look fresh . However you need to think of the entire season and start gently with key colours. Don't put your strongest pieces in right off the bat. There needs to be an element of surprise.

And read the mood of the street ! when its a dark and rainy day you shouldn't try to sell bright colours. That would not make a lot of sense. It might not be a bad idea to at least change your windows every month but in the end its your customers who decide how often you need to change your windows. Once a month might not be enough.This takes some planning and organizing but its worth it. The goal is to show your new products whenever possible beacuse you want your customer to see what's  new in your store.


Lighting :

Display windows need to be lighted intensely because of two reasons :

1- It creats a greater impact than the impact of the store's architecture.
2- It eliminates the sun's glare and reflections on the glass.


When  this is being ignored or simply forgotten, then you are actually making it difficult for the customers . They won't see what's inside your windows and it makes your store  look like its closed. In addition to general lighting ,overhead spotlights should be used to highlight the focal points like the merchandise. You can use those spotlights to create a theatre like effect when you combine it with a dark background. As a result you will have a higher contrast with the merchandise. Keep in mind, the darker the merchandise is the more it tends to absorb light.  therefore, stronger lights might be needed. Sometimes you will need side- fill light to eliminate unwanted shadows.
The right amount of shadows makes luxurious items look interesting , while general lighting sometimes does the opposite. You can also change the expression on the mannequin's face with it.When you mix everything up do try to make sure there's balance in your window. It needs to look like the light comes from one source and try to show the merchandise in its true colours.


Props :

Props are the key players in your window because props complement and enhance the merchandise. But the props should never upstage the merchandise or clutter the display.


Mannequins:

Mannequin design changes as fast as fashion styles. Some stores prefer the mannequin to be a little bit more abstract compared to the realistic mannequins. Abstracts are more reflective of the times without being too specific .

Do keep in mind that :

1- The mannequins should  be a perfect fit for your store , brand and the lifestyle you are trying to sell.
2- Your customers expect that whatever the mannequin wears is the latest fashion and is available in the store.You shouldn't disappoint the   customers.

Mannequins just not stand there and do nothing , there should be some interaction or you could make them sit or stand in a way that really draws attention to them. You can give them an attitude that helps establish the lifestyle you are trying to sell. Its important because your customers want to identify themselves with what they are seeing in your windows.


Don't  forget, your goal is to awaken the senses and captivate your audience's attention. one way to accomplish this is to look for relationships of objects that are unconventionallly beautiful. something that lets us undo old habitual ways of seeing things.


Best of luck !






                   - Swapnil Shukla

copyright©2012-Present Swapnil Shukla.All rights reserved
No part of this publication may be reproduced , stored in a  retrieval system or transmitted , in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. 

Copyright infringement is never intended, if I published some of your work, and you feel I didn't credited properly, or you want me to remove it, please let me know and I'll do it immediately.

Wednesday, 30 January 2013

A kettle of Glitters

A journey from Conceptualization to Execution :


A kettle of Glitters 



 

Here is a Jewellery Collection of my recent exhibition organised at Jaipur. The theme of this jewellery collection was 'A kettle of Glitters' .... The jewellery pieces are Bold yet Feminine ... funky and charming . The jewellery pieces have designed keeping in mind the fact that all the pieces should enhance the beauty of ladies of all age groups....but the bet is that they should have enough Attitude to enjoy this 'Kettle of Glitters'.

Here is the complete details of this Collection [ via pictures ] from design ideas to design on sheet & design on sheets to final executed work. See the transformation of original ideas to a finished jewellery piece.

Cheers.
- Swapnil Shukla


Before having this ' KETTLE OF GLITTERS ', please have a look over this painting of mine ..... Its me . This is one of my favourite pics now metamorphised into a stunning painting by my very dear brother Rishabh . Isn't it beautiful ...Thanks Rishabh !!



Jewellery Collection ' Kettle of Glitters ' by Swapnil Shukla ( Product code : KG0012, KG0032, KG0041, KG0089, KG0074, KG0017, KG0052, KG0044, KG0063, KG0022, KG0035, KG0074, KG0091, KG0071, KG0099 , from top to bottom ) 

















 































Note : These jewellery pieces have already sold .


copyright©2012-Present Swapnil Shukla.All rights reserved
No part of this publication may be reproduced , stored in a  retrieval system or transmitted , in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. 

Copyright infringement is never intended, if I published some of your work, and you feel I didn't credited properly, or you want me to remove it, please let me know and I'll do it immediately.