Acclaimed actor Shefali Shah has joined hands with Tyaani Jewellery by Karan Johar as the first face of the brand’s latest campaign, Forces of Tyaani. The campaign marks a new chapter for the jewellery brand and aims to spotlight powerful women from across India.
Tyaani Jewellery, one of India’s leading fine jewellery labels, plans to introduce over ten ambassadors in this campaign. Each ambassador will represent individuality, strength, and success on their own terms. A new personality will be revealed every week over the coming months, as the campaign rolls out on multiple platforms.
The first campaign visuals feature Shefali Shah in a striking Tyaani necklace. The piece is made of gold and includes cut and uncut diamonds as well as precious gemstones. Her bold presence in the campaign encourages women to own their strength and beauty without apology.
The brand says the campaign celebrates individuality as a unique kind of luxury. It shines a light on real women who wear their strength with pride and elegance.
Karan Johar, founder of Tyaani Jewellery, said:
“We are truly excited about this new chapter. Forces of Tyaani reflects the heart of our brand. We don’t define luxury by uniformity or status. Instead, we honour uniqueness. This campaign stands for strength, authenticity, and creativity—the very values we built Tyaani on. It’s a proud moment for us to welcome Shefali to the Tyaani family.”
The campaign’s message—Real Women, Real Stories, Real Jewellery—goes beyond traditional advertising. It aims to start a cultural movement. Each jewellery piece is seen as a personal symbol, crafted with care and meaning. Tyaani wants to celebrate true beauty, not surface gloss.
Founded six years ago, Tyaani Jewellery is present in eight cities across India: Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Chandigarh, and now Ahmedabad. The brand’s first Ahmedabad store will open on June 8. Customers can also explore the full collection online at tyaani.com.
Led by filmmaker and designer Karan Johar, Tyaani Jewellery was created to offer Indian customers high-quality, handcrafted jewellery at accessible prices. Known for its authentic style, the brand offers a wide range of designs in gold, with cut and uncut diamonds.
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