In a bold move that reflects purpose-driven branding, Aukera, the new-age grown diamond jewellery brand, has announced Taapsee Pannu as its ‘Partner in Purpose’. The collaboration is grounded in shared values of female empowerment, self-expression, and authentic individuality-core principles that define both the brand and the celebrated actor.
A Partnership of Purpose
Aukera’s ethos is to redefine luxury jewellery by making it not just beautiful, but meaningful. With a sharp focus on exceptional craftsmanship and uncompromising quality, the brand empowers women to make bold, autonomous choices-whether in jewellery or life. With Taapsee joining the journey, the brand reaffirms its mission to inspire a generation of women who lead with confidence and character.
Lisa Mukhedkar, Co-founder & CEO, Aukera, said:
“At Aukera, everything we do is intentional. Partnering with Taapsee was a natural choice. She’s a woman who has carved her own path-fearlessly and unapologetically. With her as our Partner in Purpose, we’re not just selling jewellery; we’re celebrating freedom, power, and purposeful choices.”
Why Taapsee Chose Aukera
Known for her fearless roles and off-screen authenticity, Taapsee Pannu echoed her excitement:
“Aukera doesn’t just make jewellery-it creates statements of identity. I’ve spent time with the team, and their obsession with originality, innovation, and quality is unmatched. Their designs are bold, their craftsmanship is meticulous, and their purpose is real. When people ask me why Aukera, I simply say-it’s not just different, it’s better.”
Rapid Growth Backed by Innovation
Aukera’s rise has been swift and purposeful. Following a $15 million Series B funding round, the brand has expanded its product portfolio across earrings, rings, pendants, bracelets, and daily wear essentials. Previous collections like:
- Echoes of Choice
- Big Rock Fest
- Bridal Rings Collection
- Champagne Collection
have cemented its position as a trendsetter in the grown diamond jewellery space, blending artistry with accessible luxury.
National Rollout & Brand Movement
The partnership announcement is part of a multi-channel national campaign-spanning print, digital, radio, and in-store activations-aimed at igniting a conversation around choice, identity, and elegance with purpose.
By choosing Taapsee Pannu as its voice, Aukera moves beyond celebrity endorsement to create a values-led movementthat resonates with India’s modern, self-assured woman.
