GlamBuzz
Kushals Fashion and Silver Jewellery shines bright with Sanya Malhotra as its Brand Ambassador in the North and Priyanka Mohan in the South
Kushals, India’s leading fashion jewellery brand celebrated for its diverse range of fashion and silver jewellery, has just dropped a major style announcement! The brand welcomes Bollywood’s powerhouse performer Sanya Malhotra and South Indian sensation Priyanka Mohan as its newest brand ambassadors.
Known for constantly redefining fashion jewellery for women across India, Kushal’s believe that jewellery should be as dynamic as the women who wear it. Designed for the modern woman who loves to experiment, the collections bring playful versatility to the forefront- made to mix, match, wherever the day takes you. With our “see it, love it, make it yours” philosophy, every Kushal’s piece becomes an invitation to dress joyfully and unapologetically.
The collaboration with Sanya and Priyanka celebrates this energy and freedom. Both icons bring their unique personalities to the brand – Sanya, with her bold, self-made charm and confidence; and Priyanka, with her infectious positivity and effortlessly glamorous vibe. Together, they mirror Kushal’s modern, approachable and fashion-forward essence that encourages women to celebrate themselves through style.
Speaking about the collaboration, Manish Gulechha, Co-founder, Kushals Fashion and Silver Jewellery, said: “Sanya and Priyanka truly embody the spirit of today’s woman- confident, graceful, and rooted in individuality. Their charm and authenticity perfectly mirror what Kushals stands for: celebrating every woman’s individuality through thoughtfully crafted, contemporary jewellery.
And what better way to celebrate this dynamic partnership than with a campaign that’s rewriting the jewellery rulebook? Kushals has launched a series of films that are refreshingly different-fun, quirky, and unlike anything seen before. The campaign is all about the love of jewellery, showing women going to delightfully unexpected lengths to express their passion for it. Each film captures the celebrities in amusing situations, only to reveal later that the reason behind their antics is their love for Kushal’s jewellery.
In the film, Priyanka steals the show at a vibrant South Indian wedding-literally bringing her entire Kushals collection because she just can’t choose what to wear! From antique necklaces to statement earrings, every piece celebrates individuality and the joy of having options, turning the wedding into her own playful jewellery playground.
In the other film, Sanya lights up a buzzing house party, where Kushals zircon jewellery doesn’t just elevate her outfit-it transforms her entire look and personality. She starts striking high fashion poses, exuding confidence, glamour, and playful sophistication, showing just how jewellery can turn any moment into a style statement.
“Fashion jewellery, for me, is all about having fun with style – effortless and always on-trend. That’s why I’m so excited to be associated with Kushals Fashion & Silver Jewellery. I love how every design feels light, easy, and beautifully blends tradition with modern fashion sensibilities. It truly is fashion ki favourite jewellery!” said Sanya Malhotra
These films capture the playful, expressive side of fashion jewellery, showing how Kushals lets women fully embrace their style. Affordable and versatile, each piece is made to be flaunted, not locked away, letting women showcase confidence and individuality. And it’s all about spontaneity-love it, buy it! From stacking earrings to statement necklaces, women can enjoy the thrill of accessorizing freely. Together, the films position Kushals as the ultimate destination for versatile, statement-making fashion jewellery.
“Jewellery is all about expressing style in a way that’s fashionable and modern. At Kushals, every piece highlights craftsmanship, with designs that are lightweight, stylish, and ideal for layering or combining multiple pieces. Each creation is on-trend and easy to wear, making fashion jewellery a fun way to compliment any look. I’m thrilled to be part of a brand that celebrates self-expression and fashion-forward style.” said Priyanka Mohan
With Sanya Malhotra and Priyanka Mohan joining the Kushals family, the brand steps into an exciting new era of style and spontaneity. Fun, fashion-forward, and effortlessly expressive, Kushal’s is where every woman can find her sparkle-be it for a festive soirée or a casual brunch with friends. Kushals plans to expand aggressively, aiming to open 300 stores in the next few years, and has already achieved 40% growth over the past year, reinforcing its position as a leading destination for versatile, statement-making fashion jewellery.
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.
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