Brands
Senco Gold rethinks jewellery styling with face-shape technology
KOLKATA: Choosing jewellery has long been about matching outfits. Senco Gold and Diamonds wants it to be about matching yourself.
The jewellery brand has unveiled The Shape of You, a design-led and technology-backed concept that helps women choose jewellery based on the natural contours of their face. It is the first initiative of its kind in India to use face-shape analysis as a guide to jewellery styling, turning an instinctive feeling into a more confident choice.
Developed under the creative direction of Joita Sen, director and head of marketing and design at Senco Gold and Diamonds, the concept rethinks how jewellery is discovered. The idea is simple but smart: every face has its own rhythm of curves, angles and proportions, and the right jewellery can bring these into effortless balance.
At the heart of the experience is a face-scanning and analysis feature, available both in select stores and on the Senco app. The technology studies facial structure and recommends jewellery silhouettes that complement it. Elongated designs can refine softer features, fluid curves can soften sharper lines, while statement pieces can add harmony and presence where needed.
Many women instinctively know when a piece feels right, even if they cannot quite explain why. The Shape of You gives shape to that intuition. Round faces gain definition from angular designs, square faces are softened by curves, teardrops flatter triangular shapes, chandeliers suit oblong faces, and oval and heart-shaped faces enjoy near-universal freedom. The result is guidance that feels helpful rather than restrictive.
The recommendations focus on earrings and necklaces and are curated to encourage exploration, not rules. Instead of prescribing what to wear, the concept opens up new possibilities, helping women discover designs that feel natural and personal.
“Design is about understanding before it is about creation,” said Joita Sen. “Jewellery should feel right because it reflects who you are, not because it follows a trend. With The Shape of You, we have translated instinct into insight, creating a more intuitive jewellery experience where design works in harmony with the face and the woman wearing it.”
With this launch, Senco Gold and Diamonds shifts the spotlight away from trends and firmly onto the wearer. Backed by 85 years of craftsmanship, design integrity and trust, The Shape of You carries the brand’s legacy into a more personal, thoughtful era of jewellery choice.
The feature is now live across select Senco Gold and Diamonds stores and on the Senco app, offering a fresh, face-first way to find jewellery that feels just right.