Shaya by CaratLane has announced its partnership with playback singer Shreya Ghoshal as the brand’s new ambassador. This collaboration introduces a new era of storytelling and elegance within the brand’s artisanal jewelry collections.
Shaya by CaratLane, the premier silver jewelry brand from CaratLane, a Tata product, has officially announced the appointment of the legendary playback singer Shreya Ghoshal as its new brand ambassador.
Coinciding with the brand’s eighth anniversary, this monumental milestone initiates an exciting new chapter centered on reimagining silver as an integral element of everyday personal style, self-discovery, and individual expression for the modern Indian woman. The collaboration naturally brings together two creative journeys deeply rooted in evolution and authenticity, establishing a beautiful harmony between Shreya Ghoshal’s iconic vocal legacy and Shaya’s fine, narrative-driven 925 sterling silver designs.
To mark the launch of this partnership, the brand has introduced its latest evocative campaign titled Stories Written in Silver, which creatively explores the meaningful role that versatile silver jewelry occupies within the daily experiences, cherished rituals, and unique personal histories of women across generations.
Reflecting on the profound synergy behind this milestone, Ajith Singh, the Business Head of Shaya, highlighted that Shreya Ghoshal represents an artist who seamlessly moves across varied languages, genres, and generations while always remaining unmistakably true to her own voice, perfectly mirroring the individualistic, contemporary, yet deeply rooted spirit upon which the Shaya brand was originally built. Adding a deeply emotional perspective to the announcement, Saumen Bhaumik, Chief Executive Officer of CaratLane, shared that welcoming the singer as the face of the brand holds a uniquely personal resonance, emphasizing how silver naturally adapts to and takes the distinct shape of whoever wears it, much like how the celebrated artist has continually evolved throughout her career while preserving her authentic identity.
Expressing her genuine excitement for the partnership, Shreya Ghoshal fondly recalled her lifelong relationship with the precious metal, tracing it back to a childhood silver payal that first taught her how jewelry could hold meaning far beyond its outer appearance, noting that joining the brand feels less like an endorsement and more like returning to an intrinsic part of her own identity.
Currently showcasing over two thousand unique wearable art designs across twelve exclusive retail outlets and more than one hundred CaratLane setups, the brand is steadily accelerating its multi-channel expansion with strategic plans to extend its offline presence to four hundred CaratLane retail stores by the conclusion of the financial year.
News Edit KV Raman
