Shefali Shah refashions heritage jewellery with a modern flair with Tyaani Jewellery

Time of India

6 days ago

Tyaani Jewellery
by
Karan Johar
, one of India's jewellery brands, has unveiled its new campaign, '
Forces of Tyaani
', introducing
Bollywood actor
Shefali Shah
as the first brand ambassador in the series.
This marks a new chapter in the company's journey, with over ten distinctive ambassadors.
Tyaani Jewellery by Karan Johar is set to bring together celebrated actors who have redefined success on their own terms, the brand stated in a press release.
With a new face introduced every week, each one a force in their own right, the 360 degree campaign will unfold over the next few months across multiple platforms.
The first look of 'Forces of Tyaani' features Shah, her commanding presence is captured through powerful storytelling that inspires women to embrace and express their strength unapologetically.
Rooted in the brand's ethos of bringing innovation, the campaign showcases an art form that involves delicate craftmanship, refashioning
heritage jewellery
with a modern flair.
Bringing the idea of Real Women, Real Stories, Real Jewellery to life, 'Forces of Tyaani' is more than a campaign—it's a
cultural movement
, it added.
In this campaign, Shah is seen wearing the classic Tyaani masterpiece—crafted in gold, precious gemstones, cut and uncut diamonds—an ultimate expression of
fine jewellery
that resonates with every woman's rhythm, story, and spirit.
Through this initiative, the brand extends an open invitation to every consumer to discover and wear a piece that is personal, intimate, and a reflection of self-expression.
Karan Johar, founder, Tyaani Jewellery, shares his enthusiasm on this campaign, 'At its core, the campaign champions strength, authenticity, and innovation—the very pillars on which Tyaani was built. It's a moment of pride and sheer joy to welcome Shefali to the Tyaani family.'
Watch the video here:
View this post on Instagram A post shared by Karan Johar (@karanjohar)