Shaya by CaratLane has announced singer Shreya Ghoshal as its new brand ambassador as the silver jewellery label marks its eighth anniversary. The partnership brings together one of India’s most recognised playback singers and a jewellery brand focused on positioning sterling silver as an everyday fashion and self-expression choice.
The association forms part of Shaya’s next phase of growth, with the brand looking to expand its presence across CaratLane’s retail network while continuing to develop contemporary silver jewellery for Indian consumers.
Shreya Ghoshal joins Shaya for new ‘Stories Written in Silver’ campaign
The new association will be introduced through Shaya’s campaign, “Stories Written in Silver.”
The campaign focuses on the role jewellery can play in everyday life, presenting silver not only as an accessory for festivals or special occasions but also as part of personal style.
According to Shaya, the campaign draws inspiration from the different experiences and routines that shape women’s lives. Its creative approach uses motifs, nature and design to connect jewellery with individual stories.
Shreya’s association with silver also forms an important part of the campaign narrative. The singer has spoken about wearing silver jewellery over the years, including during appearances and performances.
Shreya Ghoshal recalls her childhood connection with silver
For Shreya, the association has a personal dimension.
The singer recalled owning a silver anklet, or payal, as a child and described it as one of her earliest experiences with jewellery.
She said silver never felt like something reserved only for special occasions and instead remained a familiar part of her life.
That connection, according to Shreya, made her association with Shaya feel natural rather than simply a conventional brand endorsement.
Her statement also reflects the central idea behind Shaya’s latest campaign: jewellery can carry memories and personal meaning in addition to its aesthetic appeal.
Shaya says Shreya represents the brand’s evolving identity
Ajith Singh, Business Head at Shaya, said the singer’s ability to work across languages, musical styles and generations aligned with the identity the brand wants to build.
He described Shreya as someone who has retained a recognisable artistic identity while continuing to evolve throughout her career.
The brand sees that combination as relevant to its positioning around women who want to express their individuality while incorporating contemporary Indian influences into their style.
Shaya by CaratLane marks eight years in the silver jewellery market
Founded in 2018, Shaya by CaratLane focuses on 925 sterling silver jewellery, offering designs intended for both everyday wear and occasions.
According to the company, its current portfolio includes more than 2,000 designs, with products ranging from minimalist pieces to more elaborate styles.
The brand says it currently operates 12 exclusive stores and is also available through 100-plus CaratLane stores. Shaya further states that its Instagram community has crossed 500,000 followers.
These figures are company-provided and may change as the brand expands.
Brand plans wider CaratLane retail presence
Shaya is also planning further expansion through the CaratLane retail network.
The company says it intends to be present across 400 CaratLane stores by the end of the financial year.
The planned expansion comes as silver jewellery continues to occupy a space between traditional Indian jewellery and contemporary fashion accessories.
For Shaya, the strategy is to make sterling silver suitable for a broader range of everyday styling choices rather than limiting it to particular festivals or formal occasions.
Saumen Bhaumik on Shreya Ghoshal’s association with Shaya
Saumen Bhaumik, CEO, also highlighted the personal connection he associates with Shreya’s career.
He recalled first hearing the singer when she was emerging as a young talent and said her music had remained familiar to audiences over the years.
According to Bhaumik, Shaya’s focus on self-discovery and individuality made Shreya a natural choice for the brand’s next chapter.
He also compared the adaptability of silver jewellery with Shreya’s career, noting that both can evolve while retaining their core identity.
What is Shaya by CaratLane?
Shaya is CaratLane’s contemporary silver jewellery brand, with its product range centred on 925 sterling silver.
Its collections include earrings, rings, necklaces, bracelets and other jewellery and accessories. The brand combines traditional Indian inspirations with contemporary forms, offering pieces intended for everyday styling as well as special occasions.
With Shreya Ghoshal now representing the brand, Shaya is positioning its next campaign around the idea that silver can become part of individual stories rather than being limited to conventional jewellery occasions.
As the brand enters its ninth year, its stated expansion plans and new celebrity partnership signal a continued focus on growing silver jewellery as an everyday fashion category in India.
