Melody Meets Metal: Shreya Ghoshal Onboarded as the Face of Shaya by CaratLane’s New Silver Campaign
Shaya by CaratLane marks its 8th anniversary by bringing iconic singer Shreya Ghoshal onboard for 'Stories Written in Silver'—a campaign celebrating everyday elegance and personal expression.
Sandhya
A Harmony of Voice and Silver
Silver has moved beyond traditional celebration wear to become an everyday staple of individual style. Marking its eighth anniversary, Shaya by CaratLane has officially named legendary playback singer Shreya Ghoshal as its brand ambassador.
The association debuts with Shaya's campaign, ‘Stories Written in Silver’, designed to showcase silver jewellery as an expression of authentic, daily personal style. Through personal narratives of modern Indian women, the brand highlights how silver seamlessly fits into everyday moments, rituals, and milestones.
Why the Partnership Hits the Right Note
Speaking on the strategy behind the collaboration, Ajith Singh, Business Head at Shaya, emphasized the alignment in brand ethos: "Shreya isn't just one of the finest voices this country has ever heard. She moves across languages, genres, and generations, and somehow always sounds unmistakably herself. That's exactly the spirit Shaya was built for—women who are individualistic, unmistakably Indian, yet completely modern. We are thrilled to welcome her as the face of Shaya."
A Personal Connection to Everyday Jewellery
For Shreya Ghoshal, the collaboration goes beyond an endorsement—it taps into personal nostalgia and the emotional resonance of jewellery in daily life: "I still remember the payal I had as a child. That was probably the first piece of jewellery I ever owned and the first time I understood what jewellery could mean beyond just how it looks. Silver has stayed with me ever since; it has never felt like an occasion piece, just something that's quietly always been there. So when Shaya came along, it didn't feel like signing on to a brand—it felt like coming back to something that was already mine."
Brand Evolution & Future Expansion
Reflecting on the milestone, Saumen Bhaumik, CEO, shared: "I still remember hearing Shreya's voice for the first time on TV as an unmissable young talent, and her songs have stayed with me through the years. When we started talking about her being the face of Shaya, there was a personal moment in this for me, beyond just the business decision. Shaya has always been about women who are on a journey of self-discovery and who live on their own terms. Silver adapts and takes the shape of whoever is wearing it—and Shreya is the same way: constantly evolving while always staying true to herself."
Founded in 2018, Shaya has expanded its visual footprint with over 2,000 designs in 925 sterling silver across 12 exclusive brand outlets and a presence in over 100 CaratLane locations. As part of its retail strategy, Shaya plans to expand its offline presence to 400 CaratLane stores by the end of the financial year.
