The association reflects Shaya’s mission to make silver jewellery relevant to the modern woman in India and Shreya Ghoshal’s journey from a young talent to one of the country’s most celebrated voices.
The partnership builds on Shreya’s longstanding affinity for silver jewellery, which she has worn across appearances, photoshoots and performances over the years. Her understated style and personal connection with silver align with Shaya’s approach to positioning the metal as an integral part of a woman’s individual style and self-expression.
Stories Written in Silver
Through its latest campaign, “Stories Written in Silver,” Shaya celebrates the evolving role of silver jewellery in everyday life. Traditionally associated with Indian households through utensils, heirlooms and jewellery passed down through generations, silver continues to develop as a versatile expression of contemporary style.
The campaign featuring Shreya Ghoshal explores how silver can become part of everyday dressing while reflecting the stories, moments and expressions that make each woman’s life unique.
Drawing inspiration from the countless experiences people encounter daily, Shaya has developed designs that tell stories through art, motifs, nature and craftsmanship. The campaign presents silver as a subtle connecting thread between women and their everyday rituals. Although these women may not know one another, they share the experience of choosing, wearing and making silver jewellery their own.
Shreya’s affinity for silver, combined with her personal journey and broad appeal, brings the campaign’s central idea to life. Through the association, Shaya aims to connect with women across generations and become part of the stories and lives of those who wear its jewellery.
The campaign film, “Stories Written in Silver,” is available on Instagram at https://www.instagram.com/reel/DdrJr5jBouW/?stkn=MW1pd3lsNDNraW5udQ%3D%3D.
Welcoming Shreya as the brand’s ambassador, 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. We are thrilled to welcome her as the face of Shaya.”
Shreya Ghoshal also reflected on her personal relationship with silver jewellery and explained why the association felt familiar to her.
“I still remember the payal I had as a child. That was probably the first piece of jewellery I ever owned. That is probably the first time I understood what jewellery could mean beyond just how it looks. Silver has stayed with me ever since, it has never felt like an occasion piece, just something that's quietly always been there. So when Shaya came along, it didn't feel like signing on to a brand, it felt like coming back to something that was already mine,” said Shreya Ghoshal.
The Shaya Story
Founded in 2018, Shaya by CaratLane positions itself as a silver jewellery destination for women who define their own style rather than follow trends. The brand offers authentic 925 silver jewellery designed as fresh, wearable art, with an emphasis on individual self-expression. Its collections range from jewellery for ethnic occasions to minimalist designs suited to everyday wear.
As it celebrates its eighth birthday, Shaya has 12 exclusive stores, a presence across more than 100 CaratLane stores, over 2,000 designs and an Instagram community of more than 500,000 followers.
Saumen Bhaumik, CEO, said Shreya’s association with the brand also carried personal significance beyond the business decision.
“I still remember hearing Shreya's voice for the first time on TV as an unmissable young talent and her songs have stayed with me through the years since. So when we started talking about her being the face of Shaya, there was a personal moment in this for me, beyond just the business decision. Shaya has always been about women who are 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,” said Saumen Bhaumik.
With Shreya Ghoshal as its new brand ambassador, Shaya is entering its next phase with a renewed focus on integrating silver jewellery into everyday dressing and celebrating the diverse identities, occasions and personal stories that can be expressed through silver.
The brand plans to expand its presence to 400 CaratLane stores by the end of the financial year.
Shaya by CaratLane continues to focus on meaningful self-expression through contemporary sterling silver jewellery inspired by stories, symbolism and everyday moments. Its portfolio spans minimalist essentials, statement designs and accessories across categories, including earrings, necklaces, bracelets, rings and more. The collections are designed to encourage customers to experiment with styling and make each piece their own, whether for everyday expression or special occasions.
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