Candere, the lifestyle jewellery arm of the House of Kalyan, has announced the appointment of Bollywood icon Shah Rukh Khan as its brand ambassador. The collaboration is a strategic step in Candere’s ongoing national expansion and a reinforcement of its vision to redefine the jewellery landscape for modern consumers.

With a legacy of captivating audiences across generations, Shah Rukh Khan brings a unique blend of timeless appeal and emotional resonance that complements Candere’s brand ethos. He will be the face of Candere’s forthcoming multimedia campaigns, spanning digital, television, print, and in-store activations.

Commenting on the association, Ramesh Kalyanaraman, Director, Candere, said, “The Indian jewellery industry is witnessing clear segmentation, as consumers increasingly seek pieces that reflect personal identity, lifestyle, and occasions. Candere caters to this shift, especially for those who are Gen Z at heart—expressive, individualistic, and digitally engaged. Shah Rukh Khan’s cultural connect and relevance align seamlessly with our values. His presence will help us reinforce the narrative that jewellery today is not merely about adornment, but about meaningful, personal expression.”

Candere has established itself as a key player in the lifestyle jewellery segment, known for design-led collections that appeal to contemporary sensibilities. While primarily recognised for its modern women’s jewellery, the brand is also building a strong presence in men’s jewellery, offering one of the most extensive collections in the category.

Shah Rukh Khan, on his association with Candere, stated, “Jewellery has always symbolised love, memories, and identity. I’m delighted to partner with Candere, a brand from the House of Kalyan Jewellers, that brings a fresh, modern perspective to how jewellery is worn and gifted. It’s elegant, relevant, and speaks to those who find meaning in every moment.”

Candere’s omni-channel model integrates a robust e-commerce platform with a fast-expanding retail footprint, ensuring a seamless experience for customers across digital and physical touchpoints. Supported by the trust and heritage of Kalyan Jewellers, Candere offers collections starting at Rs.10,000—striking a balance between affordability and elegance for everyday wear and thoughtful gifting.

With over 75 retail outlets across India and a strong digital presence, Candere continues to redefine the lifestyle jewellery segment by offering pieces that go beyond ornamentation to become true reflections of personal style.