Shaya by CaratLane has appointed singer Shreya Ghoshal as brand ambassador. The move comes as the silver jewellery brand marks its eighth anniversary.
Her first appearance is the campaign "Stories Written in Silver." It positions silver as part of everyday style and personal expression. It looks at silver in daily occasions and rituals.
An Anniversary, an Ambassador
Ajith Singh, business head, Shaya, said Ghoshal moves across languages, genres and generations while staying unmistakably herself. This, he said, is the spirit Shaya was built for: women who are individualistic, unmistakably Indian yet completely modern.
Ghoshal kept it personal. She recalled the payal she owned as a child, likely her first jewellery. Silver, she said, never felt like an occasion piece. Why Her, Why NowSigning on felt like "coming back to something that was already mine."
Why Her, Why Now
Note the pairing of milestone and endorsement. An eighth anniversary gives the brand a natural moment to raise its profile. The ambassador's authentic memory does the persuasion.The stories centre on women and their bond with jewellery. Ghoshal's own association with silver forms part of that narrative.
Expect silver brands to push further into daily wear and away from festive-only positioning. Watch whether story-led campaigns lift consideration in a crowded jewellery market.
The Last Word
Personal memory outsells polish. When an ambassador's own story mirrors the brand's promise, the endorsement feels earned.