TT Devassy Jewellery, a revered name in the Indian luxury sector, has proudly marked an impressive 85 years of creative excellence with the grand unveiling of POYEMS. This new design-led label represents a defining new chapter for the esteemed House, celebrating its legacy while embracing evolution in jewellery as a narrative art form.
A Milestone Celebration in Kochi
The landmark 85th-anniversary event was held at The Grounds, Chakola Mill, in Kochi, bringing together a distinguished gathering of patrons, artists, and members of the creative fraternity. Conceived as an editorial-style showcase, the presentation traced the brand's rich legacy through contemporary authorship, moving beyond conventional jewellery displays to highlight the evolution from heritage craftsmanship to today's design-driven luxury landscape.
POYEMS: Where Legacy Becomes Design
POYEMS emerges as a concept-driven extension of the House, fundamentally reimagining jewellery as narrative. Under this new label, symbolism, form, and emotional intent take precedence over mere ornamentation, marking a decisive shift toward designer-authored collections grounded in original thought and cultural interpretation.
Architect and Creative Director Minna Elizabeth, who introduced the POYEMS Collective, guided guests through the philosophical underpinnings of each design. "For 85 years, this House has shaped memory in gold," she remarked. "But legacy does not stand still. It evolves, questions, and redefines. POYEMS was born in that process."
Highlight Collections with Cultural Depth
The POYEMS showcase featured several standout collections, each telling a unique story:
- Kilimala: Presented as an heirloom rooted in family lineage, reinterpreted as a living inheritance that bridges generations.
- Vazhayilamala: Inspired by the organic fluidity of the banana leaf, expressing natural elegance and movement.
- Architectural pieces drawing symmetry from landmarks like the Taj Mahal and Hawa Mahal, translating built heritage into wearable art.
- Thamarapoothali: Drawing from sacred tradition and the ritual symbolism of Theyyam, connecting wearers to cultural roots.
Elizabeth emphasized, "The POYEMS are not simply collections — they are storytellers. This is where legacy becomes design."
Philosophy of Thoughtful Craftsmanship
For over eight decades, TT Devassy has positioned jewellery not merely as ornamentation, but as a crafted expression of memory, identity, and storytelling. The House has long championed designer-authored creation, balancing time-honoured techniques with contemporary expression. POYEMS formalizes this philosophy into a distinct design identity, positioning the brand within a more design-conscious luxury conversation.
Leadership Reflections on Creative Direction
The anniversary evening included insightful addresses by key leadership figures, reflecting on the House's continued creative trajectory:
- Anil Jose, Managing Director
- Seema Anil, Executive Director
- Minna Elizabeth, Creative Director
- Adon Tharakan, Executive Director – Finance & Development
Their collective vision underscores TT Devassy's commitment to innovation while honoring its heritage.
Heritage Reinterpreted for the Future
As TT Devassy Jewellery enters its 85th year, POYEMS stands as both tribute and transformation. It reaffirms the House's enduring philosophy that heritage must not merely be preserved, but continually reinterpreted for contemporary relevance.
The POYEMS collections are presented exclusively at the House's MG Road flagship in Kochi, offering connoisseurs a unique opportunity to experience this new chapter in person. This launch solidifies TT Devassy's position at the intersection of tradition and innovation in India's luxury jewellery landscape.
