Shaya by CaratLane, the silver jewellery brand from CaratLane, has named singer Shreya Ghoshal as its new Brand Ambassador, marking the brand’s eighth anniversary and the start of its next growth phase. The pairing links Shaya’s positioning around individuality and self-expression with Ghoshal’s genre- and language-spanning career, building on her longstanding personal association with silver jewellery.
Alongside the announcement, Shaya has launched a new campaign, Stories Written in Silver, framing silver as an everyday form of personal expression rather than an occasion-only accessory. The campaign draws on jewellery’s role in Indian life while leaning into contemporary styling, exploring the rituals behind choosing and wearing silver to connect with women across generations.
Ajith Singh, Business Head at Shaya, said Ghoshal’s ability to move across languages and genres while staying unmistakably herself mirrors the brand’s own spirit – individualistic, rooted, yet modern. Ghoshal shared that her connection to silver goes back to a childhood payal, calling the partnership less a brand deal and more a return to something already hers.
Founded in 2018, Shaya by CaratLane offers 925 silver jewellery across ethnic and everyday styles, and now counts 12 exclusive stores, a presence in over 100 CaratLane outlets, 2,000+ designs and a 500K+ Instagram community as it marks eight years.
CEO Saumen Bhaumik added that Shaya’s story of women shaping their own identities mirrors silver itself – adaptable, evolving, yet always true to form.
