As part of its ‘Finely Crafted Journeys’ — conversations with women achievers whose creativity and commitment to their craft has created something truly distinctive — Zoya, the diamond boutique from the house of Tata, found a new muse, Manmeet Vohra. Vohra is a leading name in the luxury and lifestyle industry with 16 years of rich strategic marketing and brand building experience with leading global brands in the field of luxury watches, premium beverages and now finance. She is often listed and recognised among one of the most talented and dynamic marketing leaders in the country. Her approach to building brands resonates with Zoya’s values. Zoya’s collections are born of unique inspirations and each piece tells an unforgettable story.
What inspired you to pursue your craft?
I have always found it fascinating to build meaningful connections between consumers and the brand. In today’s world, where product features could be comparable, it is up to the marketer to create an ‘emotional connect’ with the brand. I truly believe that storytelling is key to luxury experiences. A product that embodies fine craftsmanship, precision and high quality successfully transitions into a sustained brand when there is an emotional connect complementing the aspirations of the consumer.
What does creativity mean to you?
For me, creativity is an expression, which is pure and meaningful. In creativity, what I enjoy most are the nuances of handcrafted imperfection.
What do you enjoy most about your craft?
I enjoy the art of meaningfully connecting consumers to authentic brand experiences as each brand is unique and comes with a compelling story. As a brand strategist, my endeavour is to expressively bring this to life with care, conviction and connection. Fine craftsmanship, rich heritage and authentic sstorytelling– is what legendary brands are built on and I have found immense fulfilment in bringing their stories alive in India...one brand at a time.
Zoya and me
I recently experienced the Zoya brand when my mother bought me a pair of unique earrings for my birthday from their Greek mythology collection.