#SoShaya celebrates inspiring women achievers and their stories, with silver jewellery to match

The campaign featured eight extraordinary women achievers, each styled with a Shaya jewellery collection that matched their personality and accomplishments. The brand sought to empower its audience by sharing the unique stories of these women

Mumbai: Shaya by CaratLane launched an expansive campaign named #SoShaya in late February 2025, ahead of Women’s Day, to celebrate the strength and resilience of women achievers from diverse backgrounds. The campaign featured eight extraordinary women, each styled with a Shaya jewellery collection that matched their personality and accomplishments. The brand sought to inspire and empower its audience by sharing the unique stories of these women, in line with its core mission of creating jewellery that resonates with the modern Indian woman.

The campaign drew on the lives of eight women who have made significant contributions in their respective fields. The featured women achievers included Kashish Malik, top Taekwondo player; Deepika Shergill, story-teller; Nidhi Agarwal, a 55-year-old working mother who transitioned from a corporate career to fitness; and Ayushi Soni, a national level cricketer. Other inspiring figures like Sirisha Raju, an aeronautical engineer, and Prajakta Desai, an army veteran, were also part of the campaign. Each of them was styled with a Shaya jewellery collection that matched their personality and reflected their strength, grace and boldness.

The #SoShaya campaign was launched not only with the intention of promoting Shaya’s jewellerybut also sharing the stories of these strong women, that align with the brand’s philosophy. Ajith Singh Rajapoopathy, AVP & Business Head of Shaya, explained that the brand wanted to tell stories of women who have come from humble beginnings but achieved extraordinary things. “We wanted to showcase these women, whose stories resonate with the challenges and triumphs that most women face,” said Rajapoopathy. Through the campaign, Shaya sought to empower its audience and give them something to relate to, creating a sense of community among women who have overcome adversity.

The campaign ran over 16 days, with the eight inspiring women featured on different days. Each of these stories was accompanied by a Shaya collection, such as ‘Forged by Fire’, ‘Inspired by the Flames of Fire’, and ‘Own Your Plumes’, inspired by the colours of peacock feathers. These collections, though already part of Shaya’s signature range, were chosen because their designs aligned with the themes and personalities of the women featured. The jewellery was styled on each individual, not to promote the brand directly but to highlight their stories and the strength each woman embodies.

The campaign generated a strong social media response, especially on Instagram, with the eight stories garnering high engagement. Shaya’s online community responded well to the initiative, with the campaign achieving 3x to 4x the usual engagement rates on posts. The campaign resulted in a 25% jump in sales, particularly benefiting Shaya during a traditionally slower period following Valentine’s Day, said Rajapoopathy.

He further noted that the campaign was designed to resonate with the audience by showcasing women who embody both boldness and delicateness, much like the jewellery Shaya creates. “We aim to connect with modern women who can relate to both the challenges and victories in these stories,” he shared.

Through this campaign, Shaya positioned itself not only as a brand that offers fine jewellery but one that identifies with strong women who can overcome challenges. The #SoShaya campaign successfully bridged the gap between tradition and modernity, creating a connection with a new generation of women who see strength in being delicate and boldness in grace.

Launched in September 2018 as a collaboration between CaratLane and Tanishq, Shaya is a silver brand that offers 92.5 sterling silver jewellery with unique and contemporary designs. While Shaya is mainly an online brand, it also has physical stores in Bengaluru, Mumbai and Delhi NCR.

Written by Achal Chaubey

Retail Jeweller India Exclusive