Bengaluru: Heer by GIVA, the gold and lab-grown diamond jewellery brand from GIVA, has launched its festive campaign, ‘Heer Se Shuru Diwali’, encouraging women to celebrate themselves through jewellery purchases. Built around the thought ‘Sabke liye, aur thoda apne liye’ (For everyone, and a little for yourself), the campaign places self-gifting at the centre of festive jewellery shopping, reflecting the brand's focus on individuality, contemporary design and everyday wearability.
The campaign challenges conventional festive gifting practices, where jewellery purchases are often associated with weddings, family celebrations and significant milestones. Instead, Heer by GIVA presents fine jewellery as a form of personal expression, encouraging women to include themselves in their festive gifting decisions.
The initiative reflects changing consumer preferences within India's jewellery market, particularly among younger women seeking versatile designs that can be incorporated into everyday wardrobes. By emphasising self-purchase and individual styling, the brand aims to make gold and diamond jewellery relevant beyond traditional occasion-led buying.
A central element of Heer by GIVA's product strategy is its focus on 9-karat and 14-karat gold, alongside laboratory-grown diamonds. The combination allows the brand to develop lightweight, contemporary jewellery at more accessible price points than conventional high-karat gold and natural diamond creations.
Laboratory-grown diamonds share the same essential physical, chemical and optical properties as natural diamonds, while generally being available at lower prices. The use of lower-karat gold further supports the development of jewellery suited to everyday wear, allowing customers to explore fine jewellery across different budgets and styling preferences.
As part of its festive offering, Heer by GIVA has introduced two collections, Timeless Polki and Vivid Gemstone, expanding its portfolio with contemporary interpretations of traditional jewellery aesthetics.
The Timeless Polki Collection features Polki-inspired jewellery crafted in 14-karat gold, bringing traditional design influences into lighter, more versatile forms. The Vivid Gemstone Collection incorporates colourful gemstones in 9-karat and 14-karat gold settings, offering designs intended for festive occasions as well as everyday styling.
The wider assortment includes delicate rings, stackable bands, earrings, pendants and lightweight wrist jewellery. These designs reflect the brand's emphasis on pieces that can be styled individually or layered, allowing customers to adapt their jewellery to different occasions and personal preferences.
Personalisation also forms part of Heer by GIVA's approach, with an increasing focus on made-to-order jewellery. Through customised designs and individual styling choices, the brand aims to strengthen the connection between jewellery purchases and personal identity.
The campaign is supported by digital marketing and retail promotions, with selected festive offers advertised across the brand's shopping channels. These include discounts of up to 27 per cent on eligible products, promotional codes and delivery benefits, subject to the applicable offer terms and availability.
Beyond its festive positioning, ‘Heer Se Shuru Diwali’ reflects Heer by GIVA's broader efforts to develop the self-purchase jewellery category. By combining contemporary design, lower-karat gold and laboratory-grown diamonds, the brand is targeting consumers who seek fine jewellery that balances personal expression, affordability and everyday versatility.
The campaign also highlights an evolving direction in jewellery retail, where brands are increasingly engaging consumers through lifestyle-led messaging and personalised product offerings rather than relying exclusively on traditional wedding and festive purchase occasions.