BrandBuzz
“Artificial Do. Silver Lo” – GIVA Brings Back Its Most Loved Exchange Fest Across 350+ Stores Nationwide
Following Last Year’s Blockbuster Success Amplified By Brand Ambassador Kriti Sanon, GIVA’s Most-Loved Exchange Programme Returns Bigger
GIVA, India’s D2C fine jewellery brand, has announced the return of its Exchange Fest across all 350+ Exclusive Brand Outlets nationwide, starting June 12, 2026. Under the initiative, customers can exchange old jewellery pieces for a flat Rs. 500 voucher per piece, redeemable against GIVA’s silver and gold collections, with savings of up to 35% on silver and 5% on gold.
The campaign is further amplified through a digital film featuring brand ambassador Kriti Sanon, who urges customers to exchange their “tooti-footi, purani jewellery” for a GIVA silver voucher, reinforcing the fest’s easy, no-questions-asked approach to jewellery exchange. The film is being rolled out across GIVA’s digital and social platforms to drive awareness of the initiative nationwide.
The Exchange Fest returns on the back of last year’s edition, which emerged as one of GIVA’s most impactful customer-led initiatives, collecting over 5,00,000 pieces of old jewellery in 20 days and drawing participation from 40,000 customers across 300 stores spanning metros, tier 1 and tier 2 cities. This year’s voucher value of Rs. 500 per piece marks a significant increase from last year’s Rs. 200, reflecting the scale of the response and GIVA’s continued investment in the programme.
Commenting on the initiative, Anirudh Kudva, Chief Revenue Officer, GIVA, said,
“Last year’s Exchange Fest far exceeded our expectations, with customers across metros, tier 1 and tier 2 cities responding to a simple value proposition: bring in jewellery you no longer use, and get meaningful value toward something new. This year, we’re doubling down on that response with our highest-ever exchange value of Rs. 500 per piece, now available across 350+ stores nationwide.”
The Exchange Fest will run across all GIVA Exclusive Brand Outlets from June 12 to July 12, 2026, with customers able to exchange jewellery of any type and condition. The initiative continues to carry a strong sustainability angle, encouraging the reuse and responsible disposal of unused jewellery while giving customers an easy entry point to refresh their collection.
BrandBuzz
The Cut of a Champion- A limited edition Forevermark X SKY Diamond Pendant in collaboration with Suryakumar Yadav
Forevermark Diamond Jewellery from the De Beers Group has unveiled the SKY × Forevermark Limited Edition Pendant in collaboration with Indian cricket star Suryakumar Yadav. Designed as a tribute to perseverance, excellence, and individuality, the exclusive collection brings together the worlds of fine jewellery and sport through a highly collectible design.
Inspired by cricket, the pendant features a distinctive bat-and-ball motif crafted in 14K gold and set with a Forevermark diamond. The reverse side carries a crisscross pattern along with the limited-edition numbering and Suryakumar Yadav’s laser-engraved signature, making each piece a unique collector’s item. Limited to just 25 individually numbered pieces worldwide, the pendant reflects the parallel journeys of natural diamonds and human achievement, both shaped over time through dedication, resilience, and precision.
Mallikarjuna Reddy Yarabolu, Managing Director, Forevermark, De Beers India Pvt. Ltd commented:
“At Forevermark Diamond Jewellery, we are constantly exploring meaningful ways to celebrate individuality, excellence, and authentic achievement. The SKY × Forevermark Limited Edition Pendant is a reflection of these values, bringing together the enduring beauty of a Forevermark diamond with the passion and precision that define cricket.
Our collaboration with Suryakumar Yadav is a tribute to those who value craftsmanship, rarity and the inspiring journey behind every milestone.”
Available in select finishes, including white gold, yellow gold with red ceramic, and black rhodium with black ceramic accents, the design balances contemporary aesthetics with fine craftsmanship. Each pendant showcases intricate detailing, baguette-set diamonds, and a halo-set Forevermark diamond at its centre. Adding to its exclusivity, every purchase of the limited-edition pendant will be accompanied by a cricket bat personally autographed by Suryakumar Yadav.
The SKY × Forevermark Diamond Jewellery Limited Edition Pendant is available through select Forevermark Diamond Jewellery boutiques and the brand’s e-commerce platform, subject to availability. The limited-edition collection is designed for collectors, cricket enthusiasts, and jewellery connoisseurs who appreciate rarity, craftsmanship and stories of achievement.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.