MUMBAI: When Karan Johar isn’t directing blockbusters, he’s apparently scripting cultural movements in gold. The latest chapter of Tyaani Jewellery’s journey sparkles with rebellion, emotion, and unapologetic individuality.
Enter ‘Forces of Tyaani’—a campaign that breaks the traditional bridal mould and instead makes space for women who own their story, one gemstone at a time.
Tyaani Jewellery by Karan Johar launched the first leg of its campaign on 2 June 2025, with acclaimed actor Shefali Shah as its inaugural brand ambassador. Known for her fierce presence on screen and even fiercer opinions off it, Shah sets the tone for what the brand calls a new era of fine jewellery. Her campaign visuals flaunt heritage-inspired artistry—crafted in gold, cut and uncut diamonds, and precious gemstones—while weaving in a narrative that celebrates strength over sparkle.
The campaign plans to introduce over 10 such ambassadors in the coming weeks. Each face, according to the brand, is a force of their own, having carved out success on their own terms. From actors and artists to changemakers, every reveal will add a new layer to the evolving idea of luxury, framed by real stories, real women, and real jewellery.
“We are truly excited about this new chapter. ‘Forces of Tyaani’ lies at the very heart of our brand philosophy—redefining luxury not by uniformity or status, but by celebrating individuality”, said Tyaani Jewellery founder Johar. “At its core, the campaign champions strength, authenticity, and innovation—the very pillars on which Tyaani was built. It’s a moment of pride and sheer joy to welcome Shefali to the Tyaani family”.
With a presence in seven Indian cities including Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, and Chandigarh, Tyaani is set to open its newest outlet in Ahmedabad on 8 June. The brand also retails online at tyaani.com, ensuring these talismans of self-expression are just a click away.
Through this 360-degree roll-out, Tyaani aims to blur the lines between ornament and identity. Jewellery here is not just about aesthetics; it’s about emotion, intention, and self-affirmation—a fitting narrative for an audience that seeks substance with shine.