Shaya, the silver jewellery brand from CaratLane, has announced Shreya Ghoshal as its new Brand Ambassador as it celebrates its eighth birthday. The association brings together two journeys rooted in individuality, evolution and a deep connection with Shaya’s mission to make silver relevant to the modern woman in India and Shreya’s rise from a young talent to one of India’s most celebrated voices.

The partnership comes naturally, with Shreya having embraced silver jewellery across appearances, shoots and performances over the years. Her effortless style and genuine affinity for silver make her a natural fit for Shaya as the brand reimagines silver as an integral part of a woman’s personal style and expression.

STORIES WRITTEN IN SILVER

Silver has long been part of everyday Indian life, from utensils and heirlooms to jewellery passed down generations. Even today it continues to evolve as a versatile expression of contemporary style. Through its latest campaign with Shreya Ghoshal, Stories Written in Silver, Shaya celebrates this evolution by bringing silver into everyday dressing while exploring the stories, moments and expressions that make each woman’s life unique. Inspired by the countless experiences we live through every day, Shaya has always found ways to tell stories through art, motifs, nature and design. The campaign sees silver as a quiet thread connecting different women and their everyday rituals. These women may not know each other but they share the experience of choosing, wearing, and making silver jewellery their own. Shreya's affinity for silver, along with her journey and wide appeal, brings this thought further to life, allowing Shaya to connect with women across generations, as part of the stories and lives of the women who wear it.