The brand focuses on accessible and sustainable jewellery for young jewellery buyers, with the campaign pitching authenticity
Surat: Ivana Jewels, a lab-grown diamond jewellery brand, has appointed actor Mouni Roy as its brand ambassador and launched its first television commercial, marking a key step in its national expansion strategy.
The company plans to open 150 stores across India by March 2030, extending its presence beyond North and Central India to South India next year. With funding from Avinya Ventures, Ivana aims for a four- to fivefold revenue increase to Rs 60 crore by FY26. The brand is following a hybrid retail model, combining company-owned and franchise outlets, with 12 to 15 new stores expected to open during the current fiscal year.
Commenting on the association, Ayushi Jindal, Co-founder of Ivana Jewels, said, “Mouni Roy represents the modern woman who values authenticity and individuality, which are also the values at the heart of Ivana Jewels. With this campaign, we want to focus on what matters to customers: jewellery that feels personal and is easy to wear.” She added that the brand is betting on design, craftsmanship, and accessible luxury to appeal to modern buyers.
With Mouni Roy as the face of the campaign, the brand bridges glamour with authenticity. The campaign carries the message ‘See it. Wear it. Believe it’, showing Ivana’s aim to make jewellery more about style, confidence and self-expression. The TVC moves away from the usual claims about lab-grown diamonds and instead, focuses on details that customers really look for today – design, individuality, and the joy of wearing jewellery that feels personal. Shot in a behind-the-scenes format, the TVC features Roy refusing scripted lines and inviting people to “see for yourself”, highlighting Ivana’s craftsmanship and customer-first approach.
Speaking about the campaign, Mouni Roy said, “I’m truly excited to join hands with Ivana Jewels as their brand ambassador. This campaign is all about celebrating confidence, authenticity and the joy of wearing jewellery that truly belongs to you, and I’m proud to be part of this journey.”
With lab-grown diamonds gaining popularity among younger consumers, Ivana is expanding its presence across offline and digital channels to tap into the growing demand for affordable and sustainable jewellery. The campaign and retail expansion are part of the brand’s strategy to strengthen visibility and connect with consumers seeking ethical and accessible alternatives to mined diamonds.
The brand is also focusing on a national presence, ensuring that both urban and emerging markets are included in its growth strategy. By combining franchise and company-owned stores, Ivana aims to balance rapid expansion with operational oversight, ensuring consistent customer experience across regions.
Founded in 2023 by the Jindal Group, Ivana Jewels specializes in lab-grown diamond and polki jewellery. Headquartered in Surat, the brand currently operates stores in Delhi, Mumbai, Noida, Nagpur, Surat, Chandigarh and Ahmedabad.
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