GlamBuzz
CaratLane ropes-in Divyanka Tripathi Dahiya & Vivek Dahiya for their latest Teej Campaign
CaratLane – a TATA product, India’s leading omni-channel jewellery brand—has unveiled its festive campaign for Teej, starring popular television couple Divyanka Tripathi Dahiya and Vivek Dahiya.
The emotionally resonant film beautifully captures the essence of Teej: the meaningful bond shared by married couples, the joy of small moments, and the timeless charm of traditional festivals. It’s a heartwarming story of love in its simplest, most genuine form, brought to life through thoughtful jewellery gifting.
Teej holds deep cultural significance across Northern India, particularly in states like Rajasthan, Uttar Pradesh, Delhi, Haryana, and Bihar. CaratLane’s campaign thoughtfully connects with its growing customer base in this region, aligning with the brand’s steady retail expansion. With over 50 stores across North India and more planned, CaratLane is positioning itself as a brand that celebrates regional traditions while offering modern jewellery designs.
Shaifali Gautam, CMO, CaratLane, shared her thoughts on the campaign:
“Our festive campaigns at CaratLane are always rooted in emotion, cultural insight, and evolving consumer behaviour. Teej is a cherished occasion for our North Indian customers—a festival that beautifully blends devotion, nostalgia, and togetherness. With Divyanka and Vivek leading this narrative, we aim to create a moment that feels both intimate and relatable. This campaign also strengthens our footprint across North India, especially Uttar Pradesh, where we’re seeing incredible brand affinity among younger couples and gifting audiences.”
At the heart of this campaign is the beauty of quiet love, demonstrated through thoughtful, everyday gestures. The film portrays a relatable, heartfelt moment that reflects modern relationships and the emotional value of gifting. Featuring CaratLane’s versatile, festive-ready gold and diamond jewellery, the campaign gently reminds husbands to plan meaningful Teej gifts, emphasising that the smallest surprises often leave the biggest impact.
GlamBuzz
Kylie Jenner’s $5,000 Diamond Charm Signals a Bigger Valentine’s Shift
Expanding its Maharashtra footprint, the brand brings heritage craftsmanship, exclusive launch offers, and timeless jewellery collections to Bhosari.
Kylie Jenner kept her Valentine’s message short and direct: “Happy Valentine’s Day to me from me.”The post featured a custom 18kt gold and natural diamond bag charm by Ashna Mehta, shaped like the Kylie Cosmetics logo. The lip motif, set with cascading natural diamonds, reportedly starts at around $5,000 for similar styles. Jenner clipped it onto her Hermès Himalaya Birkin, turning an already rare bag into something even more personal. What made the post stand out wasn’t the price tag. It was the fact that she bought it herself.
Valentine’s Day has long been framed as a celebration for couples. Yet the tone in 2026 feels noticeably different. Recent reports in India suggest that a significant number of singles view February 14 as just another day. Globally, self-gifting continues to rise, with more people choosing to mark their own milestones instead of waiting to be celebrated. One of the clearest signs of this shift can be seen in jwellery purchases.
For decades, diamonds were positioned primarily as markers of romantic commitment. The philosophy behind A Diamond Is Forever shaped how natural diamonds came to represent lasting love. But permanence has never belonged only to proposals.
Today, a diamond can just as easily mark independence, success, or personal growth. In that sense, Jenner’s charm feels less like celebrity indulgence and more like a sign of where Valentine’s culture is heading. Romantic love remains part of the picture. It just isn’t the only narrative anymore.
At the same time, brands and dating platforms are noticing a strong rise in conversations around self-love, self-care and personal celebration during February. Social media is filled with “be your own Valentine” messaging, solo dinner plans, friend-date reels and self-gifting content.
Unlike previous generations, Gen Z is less driven by social pressure around relationships. Financial independence is happening earlier. Individual milestones matter more. And self-purchase, particularly in categories like jewelry, is no longer seen as indulgent but as intentional.
In that context, Kylie Jenner’s diamond charm may be global celebrity news, but the mindset behind it feels familiar. Valentine’s in 2026 is not just about who gifts you something. It is increasingly about what you decide to gift yourself.
And for many young consumers, that choice includes natural diamonds.
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