Designing for Zoya Woman: Titan CDO Revathi on Shift to Meaningful Luxury

Excerpts

What role do you think design thinking plays in creating innovative and customer-centric products in the jewellery and watch industry?

Meaningful design lies at the heart of everything we do at Titan, especially at Zoya. It is a deeply human-centred approach that begins with empathy—not just understanding what moves a woman but designing in a way that reflects her inner world. At Zoya, design is an iterative process of prototyping, refining, and evolving—anchored in the belief that true beauty takes time. The collaboration between Zoya and Alice Cicolini, for instance, has been five years in the making. We see design as a layered narrative—one that mirrors a woman’s personal journey. Each piece is imagined as a sculptural expression of her strength, grace, and individuality. Innovation flows naturally from this mindset—whether it’s reinterpreting ancient enamelling techniques through a contemporary lens, or creating jewellery that balances striking form with effortless wearability. Our design thinking honours both intuition and intellect, art and precision—always as an offering of refined feminine energy.

How do you balance business acumen with creative freedom in your design decisions as Chief Design Officer at Titan?

It’s a beautiful dance between vision and viability. Creative freedom is vital for innovation—it allows us to dream without constraint. But for design to truly thrive, it must also create value. At Titan, and particularly at Zoya, we have built a culture where the business of design and the design of the business understand each other. When we create something as nuanced as the recent capsule with Alice Cicolini, the intent is never just aesthetic—it must be meaningful, collectible, and deeply resonant with our muse. Every design ultimately translates into a product—and then, into the consumer’s delight. We use design to lead the conversation, while grounding it in consumer insights, market potential, and the emotional currency that builds lasting brand equity.

What advice would you give to young designers looking to make a mark in the industry, especially in terms of staying relevant and adaptable?

Stay curious. Stay rooted. And always stay true to your voice. The most powerful designs come from a place of authenticity—when they carry your story and your point of view. At the same time, be open to learning—especially from disciplines beyond design. Technology, sociology, anthropology, even literature—they all feed creativity in powerful ways. At Zoya, we often spend months researching cultures, art forms, architectural histories, and personal journeys before creating a collection. Design brings alive Indian craft stories. Relevance doesn’t come from chasing trends—it comes from deeply understanding the present and finding timeless ways to express it.

How does Titan's design philosophy evolve to keep pace with changing consumer preferences and technological advancements?

Our muse—the Zoya woman—is an evolved aesthete. For her, jewellery is not just adornment, but a form of self-expression, a reflection of her individuality and inner world. As her preferences evolve, so does our design philosophy. We see that while her discovery journey often begins in the digital realm—with thoughtful research, browsing, and shortlisting—her final decision is deeply tactile and emotional. The act of buying still happens in the intimacy of our boutiques, where she can experience the craftsmanship, the story, the soul of a piece. At Titan, our design philosophy is guided by a simple belief: designs must inspire. That becomes our overarching principle—one that evolves with each brand, in line with changing consumer attitudes and expectations. We design for this seamless integration of technology and touch—offering immersive digital experiences that inform and inspire, while ensuring that our physical spaces remain sanctuaries of beauty, conversation, and connection.

Can you share an example of a design challenge you faced and how your team overcame it to create a successful product?

The capsule with Alice Cicolini was both a creative dream and a formidable design challenge. Enamel is one of India’s most poetic, yet technically complex crafts. We spent over five years building the depth of expertise required to do justice to Alice’s globally recognised artistry. From translating the nuanced palette of sage, rose, and dew into delicate meenakari shades, to engineering forms that felt sculptural but weightless—we had to rethink our processes at every stage. What made it successful was our shared reverence for craft and story. It wasn't just about design—it was about honouring a legacy, while giving it new life.

What trends do you foresee in the jewellery and watch industry in the next few years, and how is Titan preparing to meet those demands?

We see a strong movement toward meaningful luxury—where the emotional resonance of a product matters as much as its material value. Consumers are seeking pieces that tell a story, reflect their identity, and hold deeper cultural or personal significance. There’s also a growing appetite for craftsmanship that feels rare and collectible, but also relevant to a modern lifestyle. At Zoya, we’re leaning into this with design-led capsules, collaborative artistry, and the revival of lost techniques like enamel. Sustainability, too, will become intrinsic to luxury. Our response is to create with thoughtfulness, intention, and a commitment to preserving both the earth and our artistic heritage.