Models walked the runway in the brand’s specially curated jewellery designed to reflect the richness and vibrancy of Punjab
Kanpur: Kays Jewels recently partnered with an NGO for a cultural celebration in Kanpur, where the traditions of Punjab were highlighted through performances, attire and jewellery. The event brought together nearly 2,000 participants, giving the brand an opportunity to align its jewellery with cultural expression and directly engage with audiences who also experienced the designs by trying them on.
“Our collaboration with AMM was motivated by the shared vision of celebrating India’s diverse traditions while contributing to a noble cause. The show celebrated Punjabi culture, colour and splendour, infused with the elegance of fine jewellery. Models walked the runway in traditional Punjabi attire, all adorned with Kays’ specially curated jewellery collection designed to reflect the richness and vibrancy of Punjab,” said Saumya Kapoor Khurana, Director of Kays Jewels.
The brand’s jewellery played a central role in the event, with performers and participants showcasing Kays creations on stage. After the show, guests were invited to try on select pieces, deepening their engagement with the brand and offering a first-hand experience of its craftsmanship.
Reflecting on the collaboration’s impact, Khurana added, “Such collaborations allow us to connect with audiences at a deeper cultural and emotional level. By supporting NGO-led initiatives, we demonstrate that Kays Jewels is not just about adornment, but about celebrating identity, heritage and responsibility. This initiative enhanced our brand visibility, created goodwill and helped us engage with people who value both artistry and purpose.”
Established in 1979, Kays Jewels operates two stores in Kanpur and one in Noida, along with a diamond manufacturing unit in Noida.
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