The brand’s shift from styled shoots to real careers signals a broader move in fashion jewellery marketing, one that treats everyday identity as more persuasive than aspiration
Mumbai: Kushals Fashion Jewellery, one of India’s leading fashion jewellery brands, has launched a new campaign that puts real professionals, rather than models, at its centre. Unveiled in Mumbai this July, the campaign features women from a range of fields, including entrepreneurship, human resources and clinical research, each of whom brought her own career, personal style and daily routine to the shoot.
The decision to cast real professionals instead of models marks a departure from the brand’s usual campaign approach. According to Kushals, the aim was to root the campaign in authenticity, moving away from a staged aesthetic and instead reflecting how women actually dress and accessorise through an ordinary working day. Meetings, client presentations, coffee runs and after-work plans were all cited by the brand as moments that shaped the campaign’s thinking, with each featured woman styled around her own routine rather than a generic brief.
The campaign also carries a broader message about how jewellery fits into working women’s lives. Rather than treating jewellery as reserved for special occasions, Kushals is positioning it as something women reach for daily, across all kinds of workdays and dress codes, whether that means a formal power suit, ethnic wear, a co-ord set or casual denim. Each professional featured in the campaign was chosen to represent a different facet of that idea, giving the campaign a sense of range and lived experience rather than a single curated look.
Supporting the campaign is Kushals’ new Workwear Jewellery Collection, ‘9 to Shine’, which includes minimal layered necklaces, sleek chains and pendants, tennis bracelets, finger rings, pearl earrings, contemporary kadas, and antique-inspired earrings with a modern twist. The pieces are crafted in 92.5 BIS hallmarked sterling silver and 18K gold-plated fashion jewellery, designed to be lightweight and comfortable enough for everyday wear. While the collection gives the campaign a commercial anchor, the brand has been clear that the professionals and their stories are what the campaign is built around.
Commenting on the launch, Manish Gulechha, CEO & Co-Founder, Kushals Fashion Jewellery, said: “Workwear today isn’t defined by a single look. With ‘9 to Shine’, we’ve thoughtfully curated a collection that complements ethnic, western, formal, and casual office wear, making it easy for women to find jewellery that suits their personal style and every kind of workday.”
By building the campaign around real professionals rather than models, Kushals is aiming to strengthen its connection with working women who see jewellery as part of their everyday identity rather than an occasional indulgence. The brand currently operates 130+ stores across India, including 30 in Bengaluru, 19 in Hyderabad, 12 in Chennai, 6 in Pune, 4 in Delhi-NCR, and 3 each in Mumbai and Indore. The ‘9 to Shine’ collection is available now across Kushals’ retail stores and online at kushals.com.
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