For far too long, beauty has been measured, compared, corrected, and confined to impossible standards, and the brand’s aim is to challenge that
Mannarkkad (Kerala): Soon-to-be launched brand Lakza Gold & Diamonds has released an advertising campaign titled ‘Celebrating Every Beauty’, that clearly communicates its inclusive philosophy and the values it intends to embed across every aspect of the business when it officially opens on August 1, 2026.
Instead of professional models, the campaign depicts people of all ages, skin tones, body types, genders and backgrounds, highlighting the inclusive approach that will be brought out through the brand’s product design, customer engagement and in-store experience, with the goal of making every customer feel welcomed and valued.
“The jewellery industry has celebrated beauty for years, but often through a very narrow lens. Before introducing our collections, we wanted to introduce our belief,” states Muhammed Shabeeb, Managing Partner, Lakza Gold & Diamonds.
The campaign’s casting process itself mirrored this philosophy, with the brand issuing an open invitation for people to participate. More than 1,000 applications were received, and the final 20 participants were selected based on their personal stories rather than their appearance.
“For far too long, beauty has been measured, compared, corrected, and confined to impossible standards. This film is for every face, every story, and every person who’s ever wondered if they were enough,” says the introduction to the brand film.
According to Shabeeb,many applicants spoke about rejection and self-doubt after feeling isolated due to conventional beauty standards. “This became more than a casting process. It was an opportunity to remind people they never needed to become someone else to be beautiful. Every individual we selected brought authenticity to the film,” he adds.
The creative direction also deliberately kept the spotlight on people rather than jewellery. “We consciously stayed away from heavy, flashy jewellery because we never wanted the ornaments to overshadow the people wearing them. The jewellery was meant to complement their individuality, not compete with it,” Shabeeb says.
The brand film presents a stark picture of reality. “Too dark. Too short. Too fat. A crooked nose. Uneven teeth. A neck that’s not long enough. A smile that’s never quite right. The list of what makes someone ‘not model material’ goes on and on. But are flawless celestial beauty stories the only ones gold gets to tell?” it asks.
This philosophy also shapes the brand’s retail strategy. Rather than targeting a specific demographic, the brand aims to cater to a broad customer base with collections for different age groups, lifestyles and occasions. “We believe jewellery shouldn’t be reserved for special occasions. Our customer is anyone who appreciates good design, quality craftsmanship and jewellery that feels personal without being out of reach,” Shabeeb says.
The brand chose actor Guinness Pakru (Ajayakumar) as the voice of the film, believing his personal journey aligned with its message. “From the moment we conceived the film, we knew it needed a voice, and Guinness Pakru was the obvious choice. He immediately connected with the idea and even shared that this was the first jewellery advertisement he had been approached for in his career, reinforcing why this campaign needed to exist,” says Shabeeb.
While the brand is new to retail, its leadership is far from new to the jewellery business. Shabeeb says the company is entering the market on the foundation of more than 15 years of collective industry experience while leveraging the flexibility of being a new brand to rethink conventional jewellery retail. “Being new gives us the freedom to question long-held conventions and build a brand shaped by today’s customers rather than yesterday’s rules. We’re backed by years of knowledge and craftsmanship, but we’re also bringing a more inclusive perspective to how jewellery is presented and experienced,” he observes.
Ahead of its launch, the brand has launched a gold coin giveaway campaign to build early customer engagement. According to Shabeeb, the activity is intended not only to generate awareness and footfalls but also to encourage consumers to experience the brand firsthand and begin building long-term relationships with it.
After its debut, the company plans to focus on strengthening customer trust before accelerating its expansion across Kerala. “Our focus is to ensure every customer leaves with a positive experience, not just because of the jewellery they purchased, but because of how they were treated. As we plan to expand across Kerala, we want people to associate Lakza not only with jewellery but with a brand that makes them feel valued, seen and celebrated,” Shabeeb explains.
Lakza Gold & Diamonds will be formally launched on August 1, 2026, with the opening of its first showroom at Kodathippadi in Mannarkkad town, Kerala. While the brand will offer a comprehensive range of jewellery to cater to diverse customer preferences, particular emphasis is on lightweight designs that combine elegance, comfort and everyday wearability.
Written by Zara Fernandes
Retail Jeweller India Exclusive
