Mumbai: Shobha Shringar Jewellers has collaborated with M·A·C for its ‘Forever in M·A·C’ campaign, bringing a selection of traditional Indian jewellery into the beauty brand’s campaign styling.
The jewellery house has showcased several pieces created in gold, polki, jadau and coloured gemstones as part of the campaign visuals. Among the featured looks is Subiksha Shivakumar, styled in Shobha Shringar jewellery alongside M·A·C’s beauty direction.
One of the key pieces highlighted by the jeweller is a South Indian-style haar handcrafted in 22kt gold, set with natural ruby and emerald kundans and complemented by South Sea pearls. Shobha Shringar described the piece as a traditional design intended to retain an heirloom character.
The jeweller has also highlighted Victorian-finish polki, traditional gold, ruby and polki-jadau jewellery across the campaign, creating a mix of regional and heritage-inspired jewellery styles.
Through its social media communication, Shobha Shringar said the jewellery was selected to “complete the canvas for M·A·C,” positioning the pieces as an integral element of the campaign’s finished beauty and styling looks.
The association brings together two complementary categories within the Indian occasion and bridal market — fine jewellery and professional beauty — while giving traditional jewellery a contemporary campaign setting.
For Shobha Shringar, the collaboration also provides wider visibility for its craftsmanship and heritage-led designs through a beauty-focused platform, while M·A·C’s campaign gains the visual richness of traditional Indian jewellery.
The campaign reflects the growing use of cross-category partnerships between jewellery, beauty and fashion brands, particularly in the bridal and occasion-wear segment, where the complete look is increasingly presented through coordinated jewellery, makeup and styling.