GlamBuzz
Kriti Sanon Joins GIVA As Investor and Brand Ambassador
Move Marks A Strategic Partnership As GIVA Strengthens Its Position In India’s Fast-Growing Fine Jewellery Market
GIVA, India’s leading fine jewellery brand, today announced National Award-winning actor and entrepreneur Kriti Sanon as both Brand Ambassador and Strategic Investor, marking a significant milestone in the company’s growth journey.
The announcement builds on GIVA’s recent campaign launch with Kriti Sanon, Style, Sealed in Silver, signalling a deeper long-term association between the actor and the brand. Beyond capital, Kriti’s association with GIVA will extend across brand-building, collection design inputs, and consumer engagement, leveraging her strong understanding of fashion, culture, and aspirational young audiences as the brand enters its next phase of growth.
Today, the brand is increasingly focused on a new generation of consumers who view jewellery as an extension of personal style, aspirational, design-led, and made for everyday expression rather than just occasions.
Over the last six years, GIVA has emerged as one of India’s fastest-growing omnichannel jewellery brands, with a rapidly expanding footprint across silver jewellery, gold, and lab-grown diamonds. Today, the brand operates over 300+ stores across the country and Sri Lanka and has built a strong connection with young Indian consumers looking for jewellery that feels personal, expressive, and worn beyond occasion.
Founded in 2019 by Ishendra Agarwal and Nikita Prasad, GIVA entered the market with a clear thesis that India lacked a strong, organised player in the everyday fine silver jewellery category. At a time when silver jewellery remained fragmented and largely occasion-led, GIVA built a design-forward brand focused on young consumers seeking authentic, accessible jewellery they could wear every day.
Speaking on the announcement, Ishendra Agarwal, Founder, GIVA, said:
“Kriti joining GIVA as both ambassador and investor marks a strategic milestone for the brand. She strongly resonates with the new generation of consumers confident, expressive, and deeply individualistic that GIVA is building for. Her investment reflects a shared belief in our long-term vision and the future of design-led fine jewellery in India. Over the years, GIVA has built a strong emotional connection with consumers, and we are excited to have Kriti partner with us as we enter our next phase of growth.”
Speaking about the partnership, Kriti Sanon said:
“What drew me to GIVA was never just the jewellery, it was the conviction behind the brand. From the very beginning, GIVA understood something that many miss: that young India doesn’t want to be dressed, they want to express. And GIVA has built a language for that. By the time we started discussing a partnership, I already believed deeply in the vision. I’ve watched this brand earn real trust, real love, and I wanted to be part of what comes next. And as an investor, I’m here to help shape what it becomes, bringing my instincts around fashion, storytelling, and design to a brand I genuinely believe in.”
Kriti’s strategic investment comes on the heels of GIVA’s ₹530 crore Series C round led by Creaegis, with participation from Premji Invest, Epiq Capital, and Edelweiss Discovery Fund capital being deployed towards retail expansion, technology, supply chain strengthening, and growth in newer categories including lab-grown diamonds.
With design, distribution, and now a deeper creative partnership at its core, GIVA is building towards becoming the defining fine jewellery brand for a new generation of Indian consumers.
GlamBuzz
Cannes 2026: Indian Stars Turn the Red Carpet Into A Celebration Of Culture, Couture & Jewellery
From Maharashtrian Naths and Assamese Heritage Attire To Gold Sarees and Statement Diamonds, Indian Celebrities Brought Regional Craftsmanship and Jewellery Artistry To The Global Stage.
Indian celebrities at Cannes Film Festival 2026 went beyond fashion statements this year, embracing regional textiles, traditional silhouettes and jewellery rooted in Indian heritage. Sarees, handcrafted couture and heritage jewellery became defining themes on the international red carpet.
Aimee Baruah
Aimee Baruah made her fifth Cannes appearance, wearing traditional Karbi attire from Assam, accompanied by jewellery by Prajapati Assamese Jewellery Designer, putting the spotlight on Northeast India’s indigenous heritage. The intricate motifs represented community history, local ecology and traditional tribal heritage, passed down through generations of local weavers. Her look was further enhanced with traditional Assamese jewellery elements, reflecting the region’s rich identity and craftsmanship.
Diana Penty
Diana Penty shimmered in a custom gold saree by Manish Malhotra, paired with an iconic cover-up jacket. She completed the look with limited-edition tourmaline and polki statement heritage earrings by Chaulaz Heritage Jewellery, reflecting timeless Indian luxury and craftsmanship while blending traditional draping with contemporary couture glamour.
Aditi Rao Hydari
Aditi Rao Hydari embraced Indian elegance in a custom Chaarbagh-inspired saree by JADE, styled with multiple necklaces and diamond rings from Indriya Jewels. A celebration of Indian artistry on a global stage, Aditi’s look featured the Kanakavalli Gold Necklace, Arpita Gold Necklace and Dual Bloom Diamond Finger Ring, creating a perfect balance between heritage craftsmanship and contemporary glamour by the Riviera.
Huma Qureshi
Huma Qureshi brought classic grace in a Banarasi saree featuring intricate gold zari work, styled with traditional gold temple jewellery, celebrating Indian weaving traditions on an international platform. She accessorised the look with an elaborate gemstone necklace, matching earrings and a statement ring by Amrapali Jewels, along with an additional ring by Kavya Potluri.
Disha Madan
Disha Madan showcased a custom corset gown created from 80-year-old vintage sarees, highlighting South Indian heritage and craftsmanship, paired with jewellery by Gajraj Jewellers. The look was designed with intricate detailing inspired by regional artistry, bringing together two heirloom sarees into a single contemporary silhouette and celebrating the preservation of Indian textile traditions.
Prajakta Mali
Marathi cinema also made a strong cultural statement this year. Prajakta Mali embraced a traditional Nauvari saree, paired with classic Maharashtrian jewellery. From the royal charm of Shindeshahi Tode to the timeless elegance of the Maharashtrian Nath, every ornament carried a story of tradition, grace and heritage, creating a memorable cultural moment on the Cannes red carpet.
Urvashi Rautela
Urvashi Rautela appeared in a creation by Mihir Designer Studio, wearing white chikankari with a gold bejewelled blouse. She paired the ensemble with a heavily embellished golden blouse featuring a sweetheart neckline. Statement jewellery, dramatic makeup and vintage-inspired soft waves completed her glamorous red-carpet appearance.
The Cannes 2026 red carpet highlighted an evolving fashion narrative where Indian jewellery moved beyond accessories to become a storytelling element — from diamond necklaces and temple jewellery to regional Maharashtrian and Assamese ornaments, each look reflected identity, craftsmanship and heritage.
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