GIVA has launched the latest edition of its “Artificial Do. Silver Lo” Exchange Fest, introducing an exchange programme that allows customers to trade old, broken or imitation jewellery for vouchers redeemable against purchases of the brand’s silver and gold collections. The campaign is running across more than 350 exclusive GIVA stores in India from June 12 to July 12, 2026.

Under the initiative, customers can bring in jewellery of any type or condition, including fashion and artificial pieces, and receive a flat Rs 500 voucher per eligible piece. The voucher can be used towards purchases from GIVA’s silver and gold jewellery ranges, with the company positioning the programme as a means of encouraging consumers to upgrade unused or damaged jewellery.

The campaign follows the brand’s earlier exchange initiative, which GIVA said attracted participation from over 40,000 customers and collected more than five lakh jewellery pieces across 300 stores in a 20-day period. For the current edition, the exchange value has been increased from Rs 200 to Rs 500 per piece. According to the company, the programme also aims to encourage responsible disposal and reuse of unwanted jewellery while driving customer engagement through its retail network. The campaign is being promoted through a digital advertising film featuring brand ambassador Kriti Sanon.

Anirudh Kudva of GIVA said, “The response to our previous Exchange Fest was overwhelming, with over 40,000 customers participating and more than five lakh jewellery pieces collected across 300 stores in just 20 days. This year, we’ve made the offer even more rewarding by increasing the exchange value from Rs 200 to Rs 500 per piece and expanding the campaign across 350+ stores, making it easier for customers to upgrade to genuine silver and gold jewellery.”

For the jewellery trade, the initiative reflects a growing trend of organized retailers using exchange-led promotional campaigns to attract footfall and encourage consumers to transition from low-cost fashion accessories to precious jewellery products. The current campaign is scheduled to conclude on July 12, 2026.