~ Shaya by CaratLane marks its eighth birthday by naming Shreya Ghoshal brand ambassador and launching ‘Stories Written in Silver’ — positioning 925 silver as everyday style, not just heirloom metal. ~
Mumbai, September 2026: Shaya, the silver jewellery brand from CaratLane, has appointed singer Shreya Ghoshal as its brand ambassador as it turns eight. The tie-up lands with a new campaign, ‘Stories Written in Silver’, that reframes silver as a daily expression of style for contemporary Indian women — not only a piece tucked away for occasions.
The campaign film follows how women weave silver into routines, rituals and personal milestones, tracing the metal’s shift from household heirlooms to wearable self-expression. Shreya’s own affinity for silver anchors the narrative: she recalls a childhood payal as her first jewellery — “something that’s quietly always been there” — making the partnership feel less like an endorsement and more like a homecoming.
Ajith Singh, Business Head, Shaya, said: “Shreya isn’t just one of the finest voices this country has ever heard. She moves across languages, genres and generations and somehow always sounds unmistakably herself. That’s exactly the spirit Shaya was built for — women who are individualistic, unmistakably Indian yet completely modern.”
Saumen Bhaumik, CEO, Shaya, added: “Shaya has always been about women on a journey of self-discovery who live on their own terms — and that’s silver’s story too; it adapts, it takes the shape of whoever is wearing it. Shreya is the same way: she has never stopped evolving, but she has always sounded like herself.”
Founded in 2018, Shaya offers authentic 925 silver across ethnic and everyday designs. The brand now runs 12 exclusive stores, sits in 100+ CaratLane outlets, carries 2,000+ designs and a 500K+ Instagram community — with plans to extend across 400 CaratLane stores by the end of the financial year.
Marketing take: Ambassador casting works when the celebrity’s biography already owns the product code. Shaya isn’t borrowing a voice — it’s amplifying a singer who has worn silver quietly for years, then scaling that intimacy across 400 CaratLane doors.
