Indian jewellery retailer Senco Gold & Diamonds has launched an AI-powered application called “Shape of You” to mark International Women’s Day. The new feature is designed to help customers choose jewellery that complements their facial features and personal style, combining technology with personalised design guidance.

With a legacy of over 85 years in the jewellery industry, the brand aims to blend its traditional craftsmanship with modern technology. The Shape of You application is positioned as Senco’s first expert-led styling initiative, helping women identify jewellery designs that suit their individual face shapes and natural features.

The concept is based on the belief that every face is unique and jewellery should enhance that individuality. Instead of selecting pieces purely based on trends or outfits, the tool encourages women to choose designs that reflect their personal identity. By analysing facial contours, the AI-driven application recommends styles that align with a customer’s appearance and preferences.

The feature is currently available at select Senco showrooms and through the brand’s mobile application, offering customers a more personalised and confident jewellery selection experience.

According to Joita Sen, the idea behind Shape of You was to combine design intuition with technology to help women better understand their own style. She described the initiative as a tool that supports personal expression and empowers women to choose jewellery that truly suits them.

Suvankar Sen added that women often instinctively recognise when a piece of jewellery feels right. The new technology aims to support that instinct by offering a more intuitive and personalised shopping experience.

To celebrate Women’s Day, the brand has also introduced special promotional offers across its showrooms and online platforms. These include discounts on gold, diamond and silver jewellery, along with limited-time deals available on 8 March 2026.