Shreya Ghoshal has added a new association to her growing brand portfolio, becoming the brand ambassador for Shaya by CaratLane. The partnership comes as the silver jewellery brand celebrates its eighth anniversary and prepares to launch its latest campaign, “Stories Written in Silver.”
The campaign looks at silver jewellery as part of everyday life rather than something reserved only for special occasions. Through stories of women and their relationship with jewellery, Shaya aims to explore how silver can become part of personal style, memories and self-expression.
For Shreya, the association is personal. The singer recalled owning a payal as a child and said that early experience shaped how she understood jewellery – not simply as something to wear, but as something that can carry meaning and memories.
Ajith Singh, Business Head at Shaya, said Shreya’s ability to connect across languages, genres and generations reflects the spirit the brand wants to represent. He described her as an individual who has remained true to herself while continuing to evolve.
Founded in 2018, Shaya offers 925 silver jewellery spanning traditional-inspired and everyday designs. The brand currently has 12 exclusive stores, is available across more than 100 CaratLane stores and offers over 2,000 designs.
Saumen Bhaumik, CEO, also spoke about Shreya’s connection to the brand, noting that Shaya focuses on women who are discovering themselves and living on their own terms.
The brand is now looking to expand its retail presence further, with plans to reach 400 CaratLane stores by the end of the financial year. With Shreya Ghoshal at the centre of its latest campaign, Shaya is bringing a familiar voice to its story of silver, individuality, and everyday jewellery.