Shaya by CaratLane has appointed singer Shreya Ghoshal as its brand ambassador as the silver jewellery brand enters its eighth year, bringing the association to life through its latest campaign, ‘Stories Written in Silver’. The campaign explores silver as an everyday part of personal style, moving beyond jewellery being reserved for specific occasions. Through stories centred on women and their individual relationships with jewellery, the brand looks at the role silver can play across everyday moments, rituals and personal expression. Ghoshal becomes part of that narrative, with her own association with silver forming a key element of the campaign. Her journey with the category goes back to childhood, giving the partnership a personal connection to the broader idea behind the campaign.
Ajith Singh, business head, Shaya, said: “Shreya isn’t just one of the finest voices this country has ever heard. She moves across languages, genres and generations and somehow always sounds unmistakably herself. That’s exactly the spirit Shaya was built for, women who are individualistic, unmistakably Indian yet completely modern. We are thrilled to welcome her as the face of Shaya.”
Shreya Ghoshal said: “I still remember the payal I had as a child. That was probably the first piece of jewellery I ever owned. That is probably the first time I understood what jewellery could mean beyond just how it looks. Silver has stayed with me ever since, it has never felt like an occasion piece, just something that’s quietly always been there. So when Shaya came along, it didn’t feel like signing on to a brand, it felt like coming back to something that was already mine.”
Founded in 2018, Shaya offers 925 silver jewellery across ethnic and everyday designs. The brand currently has 12 exclusive stores, is present across more than 100 CaratLane stores and offers over 2,000 designs. The brand is also looking to significantly expand its retail footprint, with plans to be present across 400 CaratLane stores by the end of the financial year.
Saumen Bhaumik, CEO, said: “I still remember hearing Shreya’s voice for the first time on TV as an unmissable young talent and her songs have stayed with me through the years since. So when we started talking about her being the face of Shaya, there was a personal moment in this for me, beyond just the business decision. Shaya has always been about women who are on a journey of self discovery, who live on their own terms, and that’s silver’s story too, it adapts, it takes the shape of whoever is wearing it. Shreya is the same way, she has never stopped evolving, but she has always sounded like herself.”
With Ghoshal as its new face, Shaya is using its eighth anniversary to reinforce its positioning around contemporary Indian women, while expanding the role of silver from occasion-led jewellery to a more regular part of everyday expression.
