Tyaani

Tyaani Jewellery Marks a Bold New Chapter

Tyaani Jewellery by Karan Johar has unveiled its latest campaign, Forces of Tyaani, featuring actor Jim Sarbh as its brand ambassador. With this move, the fine jewellery label enters a bold new chapter, spotlighting the fast-growing men’s jewellery segment. The campaign reflects Tyaani’s modern and inclusive vision of adornment, where jewellery becomes a natural extension of self-expression and individuality for men.

Men’s Jewellery: More Than a Trend

The rising interest in men’s jewellery is not just a fleeting fashion statement. It reflects a cultural shift towards inclusivity, authenticity, and personal storytelling. Tyaani is seizing this moment to amplify its commitment to men’s fine jewellery. While the brand has previously offered select men’s designs, this campaign represents a stronger narrative push. Jewellery is now positioned not as an accessory but as an effortless style statement with an edge.

Extending Tyaani’s Legacy of Empowerment

For years, Tyaani Jewellery has empowered women with versatile collections, ranging from opulent bridal pieces to red-carpet statements and timeless heirlooms. Now, the brand is extending the same philosophy to men. With its men’s line, Tyaani celebrates jewellery as a marker of confidence, creativity, and individuality. Crafted with the same ethos of storytelling and artistry, these pieces transform adornment into a bold everyday expression.

Jim Sarbh: Breaking Style Norms

In the Forces of Tyaani film, Jim Sarbh redefines men’s style by moving away from conventional cues like belts, cufflinks, and watches. Instead, he introduces jewellery as the unexpected yet natural twist in modern dressing. Styled in a long necklace and cocktail rings from Tyaani’s latest collection, Jim embodies versatility, sophistication, and boldness. The campaign balances playfulness with power, reframing jewellery as aspirational and authentic.

The Craftsmanship Behind the Collection

Each piece in the men’s collection is crafted in 18kt yellow gold and set with natural uncut and cut diamonds along with striking colored gemstones. Tyaani uses a new-age setting technique that bridges heritage craftsmanship with modern design sensibilities. This blend ensures that every piece not only makes a bold statement but also becomes a future heirloom that reflects individuality.

Voices Behind the Campaign

Karan Johar, Founder of Tyaani Jewellery, explained:
“Style is about self-expression, and jewellery is one of the most personal and powerful ways to define it. With this campaign, we are expanding our men’s fine jewellery offering and making it a natural part of modern style. Jim perfectly embodies this spirit—authentic, effortless, and unafraid to experiment.”

Jim Sarbh, the face of the campaign, echoed this sentiment:
“I’ve always believed style should have an element of surprise. Jewellery brings that unexpected edge—it’s bold yet versatile. What I admire about Tyaani’s pieces is how seamlessly they fit into everyday style while still making a statement. This campaign is about individuality and embracing that twist.”

Expanding Tyaani’s Reach

Tyaani Jewellery continues to grow its presence across India, with boutiques in Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Chandigarh, and Ahmedabad. Consumers can also explore and purchase collections online at tyaani.com.

With Jim Sarbh as the face of Forces of Tyaani, Karan Johar’s Tyaani Jewellery redefines men’s fine jewellery as bold, modern, and authentic. By blending tradition with contemporary design, Tyaani creates pieces that are not only stylish but also deeply personal. This campaign marks a cultural and fashion shift, positioning jewellery as an essential part of men’s everyday expression.