BrandBuzz
DiAi Designs Unveils a Festive-Season Drop with Non-Flip LiteString™ Tennis and Cushion Diamond Collections
Marks the year-end with design-led jewellery crafted for celebration, gifting, and everyday elegance
DiAi Designs, a fine diamond jewellery brand specialising in lab-grown diamonds, has unveiled two new collections—the non-flip LiteString™ Tennis Collection and the Cushion Diamond Collection—as a festive-season drop. Among the early pioneers of lab-grown diamond jewellery in India, the brand introduces the collections as part of its year-end offerings, designed to move effortlessly from celebrations to everyday wear.
The LiteString™ Tennis Collection anchors the festive launch with a functional innovation suited to long days, gatherings, and occasions that extend well into the night. Addressing a long-standing challenge in tennis jewellery, the collection features a non-flip construction that allows each piece to sit consistently on the body without twisting or turning. Designed to use minimal gold while maximising sparkle, LiteString™ is a thoughtful response to rising gold prices, offering refined brilliance without excess weight or material. The range includes the LiteString™ Half Diamond Tennis Necklace and the LiteString™ Classic Diamond Tennis Bracelet, both defined by clean lines and a subtle, continuous sparkle. The LiteString™ Half Rainbow Tennis Necklace and LiteString™ Rainbow Tennis Bracelet add a refined play of coloured diamonds, introducing warmth and individuality while retaining understated elegance.
Complementing this is the Cushion Diamond Collection, which brings a softer, slightly vintage sensibility to the festive season through sculpted gold and fluid design. Blending classic influence with contemporary styling, the collection includes statement pieces such as the Vintage Elongated Cushion Ring. Wave-inspired designs—including the Gold Wave Ring, Diamond Wave Ring, Cushion Wave Ring, and Cushion Wave Ring Stack—introduce movement and softness, making the pieces well suited to occasion dressing while remaining easy to wear beyond the season.
The festive drop also extends into necklaces and earrings designed for versatility and gifting. The Gold Collar Necklace offers a strong yet refined silhouette for celebratory dressing, while the Diamond Bubble Letter Pendant and Cushion Gold Frame Pendant introduce personal, modern accents. Earrings such as the Cushion Dangler Huggies, Twisted Gold Ear Jacket, and Cushion Prong Studs complete the range, designed to transition seamlessly from festive gatherings to everyday styling.
Commenting on the festive-season launch, Disha Shah, Founder of DiAi Designs, said, “The festive season is about moments that linger, and I wanted these collections to feel effortless and enduring rather than tied to a single occasion. The non-flip construction of the LiteString™ Tennis Collection allows the jewellery to sit exactly as intended, so it can be worn through long celebrations without distraction.
With the Cushion Diamond Collection, we explored a softer, more vintage sensibility—where movement, proportion, and form feel natural and timeless. Both collections are designed to be gifted, worn, and lived in long after the season ends.”
With this festive-season release, DiAi Designs continues to strengthen its position as a design-led brand in the lab-grown diamond space. Rooted in thoughtful craftsmanship and modern luxury, the brand creates jewellery designed to accompany both celebrations and everyday life.
BrandBuzz
GIVA and Kriti Sanon Come Together For A New Era Of Modern Jewellery
Style, Sealed In Silver; Is A Fun New Campaign Film Featuring Kriti Sanon, Marking A New Chapter For India’s Most-Loved Fine Silver Jewellery Brand
GIVA, India’s fastest-growing fine jewellery brand, today announced a landmark partnership with National Award-winning actor Kriti Sanon as its newest brand ambassador and the face of a fun new brand film, cementing a relationship built on genuine conviction in what GIVA stands for.
At the heart of the launch is Style, Sealed in Silver, a fun and elevated campaign film that reflects how today’s consumers wear jewellery, not just for occasions, but as an extension of their identity, mood, and personal style. The film is a deliberate departure from the reverent, occasion-first language of traditional jewellery advertising. It celebrates silver not as a compromise but as a choice, worn with pride, gifted with intention, and sealed in the kind of quality that lasts a lifetime
Speaking about the collaboration, Kriti Sanon Said:
“I have always believed that the jewellery you wear every day says something about who you are, and GIVA understands that beautifully. The brand reflects the confidence, individuality, and self-expression that modern women resonate with today. This is not just a campaign for me, it is a genuine belief in what GIVA is building.”
GIVA has always believed that the right partnership goes beyond visibility; it is about shared vision and genuine resonance. Kriti Sanon embodies the spirit of the modern GIVA woman: confident, accomplished, expressive, and entirely herself. From her National Award-winning performance in Mimi to commercial successes like Crew and Teri Baaton Mein Aisa Uljha Jiya, Kriti has built a career rooted in versatility, authenticity, and breaking convention, values that mirror GIVA’s own disruptive journey in a traditionally gold-dominated jewellery market.
Speaking of the association, Ishendra Agarwal, Founder of GIVA, Said:
From 1 store to 300+, every step of GIVA’s journey has been about one thing: building something real. Kriti choosing to represent GIVA is a reflection of how far this brand has come. She is not just the face of the brand; she is a partner in where we are going, bringing the same energy, authenticity, and ambition to GIVA that she brings to everything she does.
Over the years, GIVA has grown into something we’re deeply proud of, a brand that millions of Indian women have made their own. Kriti becoming part of that story feels like a powerful new chapter for us.”
The campaign rolls out across digital, OTT, and retail touchpoints, with a full 360-degree activation planned across GIVA’s omnichannel network of stores, e-commerce platforms, and social channels.
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