Structured as an ongoing intellectual property, it supports repeat engagement, builds brand memory and aligns story-telling with the retail experience
Mumbai: Heer, the gold and lab-grown diamond brand from GIVA, has launched ‘Alfaaz-e-Heer’, a story-telling platform designed to build a narrative rooted in emotion and personal expression. The initiative marks a shift in how the brand communicates with its audience, moving from product-first messaging to stories that reflect inner conversations and lived moments. Through this long-term initiative, Heer by GIVA aims to create deeper brand recall and sustained engagement beyond seasonal campaigns.
Alfaaz-e-Heer uses poetry as its primary medium, presenting short verses that explore themes such as love, companionship, self-worth, choice and personal milestones. The initiative has been structured as an ongoing intellectual property, with monthly chapters to allow continuity and build audience familiarity over time.
Commenting on the launch, Resha Jain, Chief Brand Officer, GIVA, said, “Alfaaz-e-Heer was created to give consistency to how we tell stories. Jewellery often marks emotions that are hard to articulate, and poetry allows us to express those feelings in a form that feels natural and honest to our audience.”
“This initiative allows us to speak to our audience in their own language. When people see their thoughts reflected in our words, it builds connection and trust, which is essential for long-term brand relationships,”Jain added.
From a brand perspective, Alfaaz-e-Heer strengthens Heer by GIVA’s positioning as a jewellery label that understands emotional context. The initiative supports repeat engagement, builds brand memory, and aligns story-telling with the retail experience, allowing Heer by GIVA to create a system where content, commerce and connection work together to support sustained brand growth.
In 2019, GIVA began its journey with 925 sterling silver jewellery and has since diversified into 14K/18K gold and lab-grown diamond jewellery. Launched in September 2025, Heer by GIVA focuses on 9KT gold and lab-grown diamond jewellery, and operates as an extension of GIVA’s silver jewellery brand.
GIVA retails through 240+ physical stores across India through a franchise-led model, along with its own online platform.
Written by Achal Chaubey
Retail Jeweller India Exclusive
