Bengaluru-based jewellery brand GIVA has appointed actor Kriti Sanon as brand ambassador and launched its ‘Style, Sealed in Silver’ campaign across digital, OTT and retail platforms to strengthen omnichannel consumer engagement.

TrueSilver, the sterling silver jewellery brand by ACPL Exports, launched its Radiant Mesh collection in India on May 13, featuring over 70 BIS-hallmarked 925 silver designs inspired by filigree craftsmanship.

Jos Alukkas launched a platinum jewellery campaign featuring Dulquer Salmaan on May 15, promoting men’s and contemporary platinum jewellery collections across India and international markets through digital, print and in-store activations.

Retailers highlight how financially independent women are increasingly buying jewellery for themselves, boosting demand for lightweight gold and diamond jewellery across metros and smaller cities, finds out Dhwani Rathod.

Mumbai-based lab-grown diamond jewellery brand Lukson Jewels reports 25% month-on-month growth, serving over 20,000 customers in six months, while planning retail expansion to 30 stores across India.

Angara has enabled silver metal selection across eligible jewellery designs on its India website in January 2026, expanding consumer metal choices as price volatility drives demand for flexible fine jewellery options.

Khurana Jewellery House has highlighted its Shades of She jewellery collection at the start of the New Year, positioning it as a design-led offering focused on women’s self-expression and contemporary style.

Kalyan Jewellers, on January 13, 2026, announced an association as the Official Style Partner of RCB Women for Women’s T20 League 2026, aligning visibility with the team’s season campaign in India.

Indian jewellery retail is undergoing a quiet but powerful shift. Consumers are not buying for rituals or gold value anymore — they are buying for identity, wearability, and emotional connection. Retailers must adapt or risk falling behind.

Angara introduces ‘Angara Man’, a handcrafted, customizable men’s fine jewellery collection featuring modern signets, bands, gemstone accents and engineered designs, marking a significant expansion of the brand’s India strategy ahead of International Men’s Day.

As the wedding season begins, ORRA Fine Jewellery introduces Aekta, a versatile diamond collection crafted to elevate bridal and festive styling with contemporary flair, refined craftsmanship, and meaningful design rooted in tradition.

Gargi by P N Gadgil & Sons celebrates Children’s Day with a charming sterling silver Kids Collection, blending playful imagination and careful craftsmanship to offer safe, stylish jewellery designed especially for young hearts.

The fashion and silver jewellery brand brings together two powerhouse performers — Sanya Malhotra and Priyanka Mohan — to celebrate individuality, style, and self-expression through a playful new campaign.

In a conversation with Ayesha Vaswani, Shravan Satyani, Co-founder of Tyaani Jewellery by Karan Johar, shares insights into celebrity collaborations, evolving consumer expectations, and why trust and transparency matter more than ever for a new-age fine jewellery brand.