The poetic campaign, conceptualised by Sharon Nayak, captures the valley’s changing seasons as a metaphor for renewal, beauty, and strength.
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Zoya, the luxury jewellery maison from the House of Tata, has launched its latest campaign, ‘Whispers from the Valley,’celebrating the ethereal beauty and transformation of Kashmir. Shot in Srinagar during late summer, the campaign traces the valley’s natural transitions – from the russet hues of chinar leaves to frost-kissed apples and the bloom of tulips – symbolising renewal, grace, and timeless femininity.
Conceptualised by Sharon Nayak in collaboration with Zoya’s marketing team, the campaign brings Kashmir’s poetic landscapes to life through evocative films and stills, underscored by a musical score from Kavish and Kanishk Seth. The visuals reflect Zoya’s design ethos – jewellery inspired by nature, emotion, and artistry.
At its heart, the campaign celebrates the Zoya woman as a symbol of strength and renewal, mirroring the valley’s rhythm of change. The collection debuted earlier this month in Hyderabad, through an immersive showcase attended by Sonam Kapoor, Zoya’s brand ambassador, who adorned the Spring Song choker and earrings.
Sharon Nayak, founder of Sharon Nayak Design, shared, “Zoya’s jewellery has always inspired me deeply. Whispers from the Valley grew from the idea that Kashmir’s changing seasons are a living reflection of Zoya’s creations – timeless, emotional, and beautifully fluid.”
Sonam Kapoor, global fashion icon and Zoya’s ambassador, added, “This collection feels deeply personal – it celebrates Kashmir, our country’s crown jewel. Each piece evokes emotion and inspires one’s creative spirit.”
Ajoy Chawla, CEO, Jewellery Division, Titan Company, said, “Whispers from the Valley remains one of our most cherished collections. Kashmir is poetry for India – and at Zoya, we see that poetry expressed through nature, craftsmanship, and renewal.”
The collection will continue its showcase tour across New Delhi, Mumbai, Pune, Bengaluru, and Ahmedabad, carrying forward Zoya’s philosophy of harmony between nature, artistry, and femininity.
