MUMBAI: When it comes to diamonds, the script often writes itself sparkle, shine, forever. But Ivana Jewels has decided to flip the script, quite literally. In its first-ever television commercial, the fast-growing lab-grown diamond brand has roped in actress-entrepreneur Mouni Roy as brand ambassador, asking audiences to “See it. Wear it. Believe it.”
The ad takes a behind-the-scenes route, with Mouni ditching scripted lines to simply invite viewers to “see for yourself.” The focus is refreshingly unorthodox not on the science of lab-grown diamonds, but on what today’s buyers really crave: design, individuality, and the sheer joy of jewellery that feels personal.
“Mouni Roy represents the modern woman who values authenticity and individuality, which are also the values at the heart of Ivana Jewels,” said Ivana Jewels co-founder Ayushi Jindal. “Her journey from television to films reflects the confidence and style our brand stands for, making her the right choice as we expand across India.”
For Mouni, the association feels just as personal. “I’m truly excited to join hands with Ivana Jewels as their brand ambassador,” she said. “What I love about Ivana is how their jewellery is designed to feel personal and real, not just for special occasions but as part of everyday style. This campaign is all about celebrating confidence, authenticity, and the joy of wearing jewellery that truly belongs to you.”
The Surat-based brand, known for its lab-grown diamond and Polki jewellery, is in expansion mode, aiming to connect with a new generation of buyers who value sustainable luxury as much as individuality. With customisation, personalisation and accessibility at the heart of its offering, Ivana is betting big on the future of diamonds that sparkle with both glamour and conscience.
By marrying star power with sustainability, Ivana Jewels isn’t just polishing gems, it’s polishing a new way of looking at jewellery.
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