SHINING PARTNERSHIPS

From boosting brand credibility to driving consumer adoption, celebrity partnerships transform India’s jewellery landscape as Bollywood stars invest in and co-create jewellery brands that resonate with modern sensibilities and disrupt traditional norms.

In an era where relatability, authenticity, and trust are crucial, jewellery brands leverage the magic of star power to forge deeper connections with consumers. Actors and celebrities have moved beyond their roles as mere brand ambassadors, becoming co-founders, equity investors, and creative collaborators, weaving their allure into unique brand narratives. This blend of glamour and entrepreneurial zeal redefines industry norms, merging business acumen with showbiz charisma to captivate a wide audience group

The credibility catalyst

For Plus Gold, a jewellery savings app founded by Raj Parakh and Veer Mishra that is part of India’s jewel-tech revolution, actor Sonakshi Sinha’s involvement has boosted credibility and consumer trust. “Having Sonakshi alongside ensures that we get a little bit of extra trust with the consumers,” says Parakh. Her dual roles as a brand ambassador and investor have amplified visibility, enhanced brand credibility, and made customer acquisition more cost-effective.

Sinha’s association with Plus Gold was serendipitously sparked by their compelling pitch on Season 3 of Shark Tank India. She became involved with Plus Gold after her brother’s team saw the brand on the reality show. Parakh adds, “Sonakshi’s Instagram handle, Asli Sona, with about 28 million followers, gives the brand that initial boost we need.” This alignment between her personal brand and Plus Gold’s gold investment offering has driven rapid consumer acceptance.

“Sonakshi’s Instagram handle, Asli Sona, with about 28 million followers, gives the brand that initial boost we need”

– Raj Parakh, Co-founder, Plus Gold

Sinha’s influence taps into the deep cultural significance of gold in India, offering a key competitive edge for Plus Gold. “Gold holds immense cultural significance in India, and an endorsement by a popular actor helps bridge traditional values with modern investment methods,” Parakh notes. This blend of heritage and innovation has been crucial in building consumer trust in the jewel-tech realm, positioning Plus Gold as a disruptive force in traditional gold investment.

Parakh also highlights Sinha’s active involvement: “She gives very good feedback on how we can improve the brand with her presence… she is helping us grow the company.” At Plus Gold, Sinha’s role includes being featured in brand films, ads, and on social media to increase consumer trust. This hands-on involvement underscores the strategic value such partnerships can unlock for ambitious brands.

Leveraging star power

In the lab-grown diamond jewellery segment, Solitario Diamonds, founded by Ricky Vasandani, actor Vivek Oberoi and Satish Daryanani, stands out with its commitment to ethical, sustainable practices. Vasandani and Oberoi met at the Indian Saga Star Awards in Pune about two years ago. “Vivek loved the business because it is ethical, it is conscious. And Vivek is quite a philanthropist on his own, so for him, this was something good,” says Vasandani.

Oberoi’s investment in Solitario Diamonds resonates with the mounting global momentum towards responsible consumption and promoting homegrown products aligned with the national “Make in India” vision. “Vivek’s knowledge when it comes to evaluating a company, taking it to the next level, he is very good at that,” Vasandani affirms, underscoring the actor’s multi-faceted entrepreneurial acumen as a key business enabler and differentiator.

But Oberoi’s impact transcends brand positioning and messaging. As Vasandani reveals, “With Vivek, what we have been able to achieve is the know-how of the Indian market, being able to establish a robust retail presence pan-India.” This deep understanding of domestic consumer mindsets and market nuances has been vital in fuelling Solitario’s rapid expansion into a retail force to reckon with across cities. Initially a wholesale company with international presence in Miami and the Bahamas, Oberoi’s involvement helped the company transition to the retail market in India and expand its footprint nationwide.

Solitario’s growth plans are further enhanced by Oberoi’s brand pull and strategic leverage. “With Vivek’s help, getting leasing in prime malls becomes much easier when you have an actor on board…his pull factor is quite vast,” Vasandani elaborates. This advantage has enabled Solitario to quickly secure prime retail locations and expand its franchise network across India and globally.

“We are looking at a PE fund soon because we plan to open more than 60-70 outlets in the next two years,” Vasandani reveals, underscoring the frenetic pace of expansion catalysed by Oberoi’s presence and outreach. His celebrity status even influences potential franchisees, as Vasandani admits: “Having a celebrity on board helps start conversations because people want to do business with an actor they admire.”

“With Vivek’s help, getting leasing in prime malls becomes much easier when you have an actor on board…his pull factor is quite vast”

-Ricky Vasandani, Co-founder, Solitario Diamonds

Authentic Endorsement

Demi-fine jewellery brand Palmonas’ partnership with actor Shraddha Kapoor exemplifies the power of an organic brand-celebrity connection rooted in authentic product love. Kapoor became associated with Palmonas about two months ago. The partnership evolved organically when Kapoor, a pre-existing customer, was seen wearing Palmonas jewellery in her Instagram posts. Her spontaneous positive feedback and consistent usage of the brand’s jewellery made her a natural fit as the face of the brand. “Shraddha had been wearing our jewellery for some time, was convinced, and started ordering again and again… she was already our brand’s advocate,” says Pallavi Mohadikar, Founder, Palmonas. This genuine affinity paved the way for Kapoor’s role as co-founder and equity partner at Palmonas, transcending a typical endorsement deal.

The announcement of Kapoor’s association with the brand was uniquely made on her birthday with her fan clubs, emphasising the organic and community-driven nature of the partnership. This strategy effectively leveraged Kapoor’s loyal fan base to amplify the news.

“Shraddha’s major contribution is creating awareness about the category, as demi-fine jewellery was something few people in India knew about when we started.”

-Pallavi Mohadikar, Founder, Palmonas

At Palmonas, Kapoor’s involvement spans design, marketing, and content creation, aligning with the brand’s philosophy of making premium demi-fine jewellery accessible and empowering for modern women. “Shraddha is not just a face; she is involved in the business,” Mohadikar asserts. “We discuss product development and strategy daily.” This collaborative synergy has driven design innovation and strategic decisions at the brand.

Boosting Recognition

For Palmonas, Kapoor’s partnership has significantly increased brand awareness and consumer education in the niche demi-fine jewellery category. “Her major contribution is creating awareness about the category, as demi-fine jewellery was something few people in India knew about when we started,” Mohadikar explains.

However, Kapoor’s influence extends far beyond lending her resplendent face to campaigns. She promotes the brand through her social media handles, events, and personal endorsements, which include wearing Palmonas jewellery exclusively. “She talks about Palmonas everywhere and only wears Palmonas jewellery at events, award functions, and holidays,” Mohadikar reveals. This sustained exposure has helped Palmonas overcome adoption barriers and established it as a trendsetter in the premium demi-fine segment.

Moreover, Kapoor’s staggering social media footprint of about 89 million highly-engaged Instagram followers has facilitated cost-effective consumer acquisition and marketing for the brand. “Our biggest pain point was the steep customer acquisition cost…Shraddha fits in perfectly as she opens the top of the marketing funnel for us,” Mohadikar states, highlighting the strategic value alignment.

A common thread across these partnerships is redefining brand identities to create holistic, aspirational lifestyle experiences. Solitario’s Vasandani articulates this vision: “We are not just building a jewellery brand. We are building an aspirational lifestyle brand where people want to be part of the narrative.”

Echoing this philosophy, Palmonas’ Mohadikar states, “We are not just selling jewellery; we are curating an aspirational lifestyle brand experience…ensuring it is not only about the product but the entire luxury experience.” For the brand, this ethos manifests through premium packaging, engaging social media storytelling, and emotive communication, elevating the brand beyond transactional purchases.

Celebrities are emerging as creative collaborators, strategic investors, and brand visionaries. This synergy empowers founders to break the conventional trajectory of a start-up business and swiftly gain visibility and equity, catapulting their vision into a reality. As this narrative unfolds, it is clear that the jewellery industry is being reshaped by the convergence of glamour and entrepreneurial grit.

Written by Pooja Majumdar