Press Release – 25 September 2026, Mumbai
Shaya by CaratLane, the silver jewellery brand owned by CaratLane, announced that acclaimed playback singer Shreya Ghoshal will serve as its new Brand Ambassador, coinciding with the brand’s eighth birthday.
The collaboration is presented through the "Stories Written in Silver" campaign, which seeks to position silver as an everyday expression of style for modern Indian women. The campaign narrative emphasizes that silver connects women across generations through everyday rituals and personal stories.
Ajith Singh, Business Head of Shaya, said, "Shreya isn’t just one of the finest voices this country has ever heard… that’s exactly the spirit Shaya was built for, women who are individualistic, unmistakably Indian yet completely modern. We are thrilled to welcome her as the face of Shaya."
Shreya Ghoshal added, "I still remember the payal I had as a child… silver has stayed with me ever since, it has never felt like an occasion piece, just something that’s quietly always been there. So when Shaya came along, it didn’t feel like signing on to a brand, it felt like coming back to something that was already mine."
Saumen Bhaumik, CEO of Shaya, noted the personal resonance of the partnership, stating that both the brand and Shreya embody evolution while remaining true to themselves.
Founded in 2018, Shaya operates 12 exclusive stores, is available in more than 100 CaratLane retail locations, offers over 2,000 distinct designs, and boasts a community of over 500,000 followers on Instagram. As part of its growth plan, Shaya intends to extend its presence to 400 CaratLane stores by the end of the current financial year.
The press release includes a link to the campaign video on Instagram (www.instagram.com/reel/DdrJr5jBouW/?stkn=MW1pd3lsNDNraW5udQ==).