Shaya by CaratLane has appointed singer Shreya Ghoshal as its brand ambassador to mark the label's eighth anniversary, alongside the launch of a new campaign, 'Stories Written in Silver', which centres silver jewellery as part of everyday dressing and personal expression.
A Retail Expansion to Match the Milestone
The ambassador announcement arrives as Shaya prepares to significantly widen its retail footprint. The brand currently operates 12 exclusive stores and is available across more than 100 CaratLane stores; it now plans to extend its presence to 400 CaratLane stores by the end of the financial year.
Founded in 2018, Shaya offers 925 silver jewellery across more than 2,000 designs, spanning everyday minimalism, statement pieces and ethnic occasion wear, including earrings, necklaces, bracelets, rings and accessories. The brand also has an Instagram community of more than 500,000 followers.
Campaign Draws on Silver's Everyday Presence
The 'Stories Written in Silver' campaign explores silver's longstanding place in Indian households, from heirlooms passed down through generations to pieces worn as part of daily life
Ajith Singh, Business Head, Shaya, said Ghoshal "moves across languages, genres and generations and somehow always sounds unmistakably herself," calling that the spirit Shaya was built for
Shreya Ghoshal recalled a childhood payal as one of her earliest connections to jewellery, saying silver "has never felt like an occasion piece, just something that's quietly always been there"
Saumen Bhaumik, CEO, linked Ghoshal's artistic journey to Shaya's focus on self-expression and women defining their own style
The anniversary campaign pairs Shaya's everyday-wear positioning with its planned distribution expansion, a rollout that would make its silver jewellery collections available through a substantially larger retail network across India.