Shaya by CaratLane has named singer Shreya Ghoshal as its new brand ambassador, marking a new phase for the silver jewellery brand as it celebrates its eighth anniversary. The partnership will debut with the brand’s latest campaign, ‘Stories Written in Silver’, which positions silver jewellery as a part of everyday style, individuality and self-expression.
As part of the association, Shaya has also unveiled a reimagined version of ‘Chandni Raatein’, with Ghoshal lending her voice to the brand’s new campaign. Shaya says the collaboration brings together Ghoshal’s musical identity and the brand’s contemporary approach to silver jewellery.
The appointment comes as Shaya looks to strengthen its positioning around contemporary silver jewellery and self-expression. Founded in 2018, the brand offers jewellery crafted in 925 silver, spanning everyday styles, occasion-led pieces and contemporary designs.
The campaign draws on Ghoshal’s long-standing connection with music and storytelling. Shaya’s communication describes her voice as having been part of audiences’ memories and moments over the years, making the association an extension of the brand’s focus on stories and personal expression.
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The collaboration coincides with Shaya completing eight years in the market. According to CaratLane leadership, the new campaign is intended to reflect the brand’s evolution while retaining its focus on contemporary relevance and its connection with women today.
Shaya currently offers earrings, necklaces, bracelets, rings and other accessories in 925 silver, with collections spanning everyday edits, gifting and occasion-led jewellery.
