The actor will front Candere’s integrated marketing campaigns across digital platforms, television, print, and in-store branding
Bengaluru: Candere, the lifestyle jewellery arm of the House of Kalyan, has announced Bollywood icon Shah Rukh Khan as its new brand ambassador. The actor will front Candere’s integrated marketing campaigns across digital platforms, television, print, and in-store branding.
Ramesh Kalyanaraman, Director at Candere, highlighted the evolving nature of consumer preferences in the jewellery space. “The Indian jewellery industry is undergoing clear segmentation, with consumers increasingly seeking pieces that reflect their personality, align with their lifestyle, and suit specific occasions. Candere is built for this shift – especially for those who are Gen Z at heart: expressive, individualistic, and digitally engaged. In Shah Rukh Khan, we found a partner whose cultural resonance, timeless appeal, and emotional connect mirror the values we stand for. He bridges generations while remaining powerfully relevant to today’s audience. His presence will help us articulate the idea that Candere’s jewellery is no longer just about adornment – it’s a thoughtful, personal expression of identity and intent,” he said.
He added, “In Shah Rukh Khan, we’ve found a collaborator who perfectly embodies our brand ethos. His cross-generational appeal, emotional depth, and enduring relevance make him an ideal fit. With him, we aim to communicate that Candere’s jewellery isn’t merely ornamental—it’s a meaningful expression
Speaking about the association, Shah Rukh Khan said, “Jewellery has always been a powerful expression of love, memories, and identity. I’m excited to partner with Candere, a brand from the House of Kalyan Jewellers, which offers a modern and fresh perspective on how people wear and gift jewellery today. It’s elegant, it’s relevant, and it speaks to those who celebrate meaning in every moment.”
Primarily known for its contemporary women’s collections, the brand has also expanded its presence in men’s jewellery, offering one of the widest ranges in the category. According to the brand, this strategic partnership with Shah Rukh Khan is poised to amplify the brand’s visibility and relevance among young, urban consumers.
Candere began as an online platform with a vision to make diamonds more accessible to modern consumers. It quickly grew into a recognized e-commerce brand, known for its contemporary designs at affordable prices. Kalyan Jewellers acquired Candere in 2017, accelerating its expansion across India and enhancing its omnichannel strategy. Today, Candere operates more than 55 retail showrooms across India.
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