Mumbai: Shaya by CaratLane has appointed singer Shreya Ghoshal as its brand ambassador as it marks its eighth anniversary. The announcement accompanies the brand’s latest campaign, ‘Stories Written in Silver’, which focuses on silver jewellery as a part of everyday dressing and individual expression.
The association comes as Shaya prepares to widen its retail distribution. According to the company, the brand currently operates 12 exclusive stores and is available across more than 100 CaratLane stores. It plans to extend its presence to 400 CaratLane stores by the end of the financial year.
Founded in 2018, Shaya offers 925 silver jewellery, with a portfolio of more than 2,000 designs spanning everyday minimalism, statement pieces and ethnic occasion wear. Its categories include earrings, necklaces, bracelets, rings and accessories. The brand also reports an Instagram community of more than 500,000 followers.
Campaign Focuses on Everyday Connections
‘Stories Written in Silver’ draws on silver’s longstanding place in Indian households, from heirlooms and jewellery passed down through generations to pieces worn as part of daily life. The campaign explores how women attach personal meaning to jewellery through their experiences, routines and styling choices.
Shaya said Ghoshal’s affinity for silver jewellery, which she has worn during public appearances, shoots and performances, made her a natural fit for the association. Her appeal across languages and generations is central to the brand’s communication around the partnership.
“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,” said Ajith Singh, Business Head, Shaya.
Ghoshal recalled a childhood payal as one of her earliest connections with jewellery, describing silver as a continuing presence in her life rather than something reserved for special occasions.
“Silver has stayed with me ever since, it has never felt like an occasion piece, just something that’s quietly always been there,” she said.
Commenting on the association, Saumen Bhaumik, CEO, linked Ghoshal’s evolving artistic journey with Shaya’s emphasis on self-expression. He said the brand’s identity centres on women discovering their own style and living on their own terms.
The anniversary campaign brings Shaya’s everyday-wear positioning together with its planned distribution expansion. While the campaign emphasises the personal significance of silver, the proposed rollout across CaratLane’s network would make the brand’s collections available through a substantially larger retail footprint.
