Senco Gold & Diamonds on February 2, 2026 launched ‘The Shape of You’, a new face-shape based jewellery selection system, in Kolkata. The initiative is available across Senco retail stores and on the company’s mobile application.

The initiative has been developed under the creative and design direction of Joita Sen, Director and Head of Marketing and Design at Senco Gold & Diamonds. The company stated that it is the first initiative in India to use face-shape analysis to guide jewellery styling.

At the centre of the programme is a face-scanning and analysis feature that evaluates facial structure, proportion and form. Based on this data, the system recommends jewellery silhouettes intended to align with the customer’s facial characteristics.

The recommendations cover earrings and necklaces and are generated both in-store and through the Senco app. According to the company, the technology suggests designs ranging from elongated forms and curved styles to statement pieces, depending on face shape.

The company has outlined that the system identifies how different designs interact with specific facial types, including round, square, triangular, oblong, oval and heart-shaped faces. The objective is to provide structured guidance in the jewellery selection process.

Speaking on the initiative, Joita Sen said, “Design is about understanding before it is about creation. Jewellery should feel right not because it is trendy, but because it reflects who you are.”

Senco Gold & Diamonds stated that the initiative is intended to integrate design, facial analysis and digital tools into its existing retail framework.