Bollywood just got a stylish new update! While Amitabh Bachchan continues to represent the heritage and elegance of Kalyan Jewellers, Shah Rukh Khan has officially stepped in as the brand ambassador for Candere—Kalyan’s youthful, design-driven jewellery label.

More than just jewellery, Candere is a lifestyle statement—bold, expressive, and deeply personal. And there’s no better icon than SRK to represent that spirit. Known for his effortless elegance and unmatched screen presence, Shah Rukh embodies the confidence and individuality that define the brand.

The newly launched campaign featuring SRK is already making waves. With his signature charisma and refined flair, he redefines modern masculinity—showing that jewellery can be powerful, stylish, and fearless. It’s not just about adornment—it’s about attitude and authenticity.

The association with Shah Rukh Khan adds gravitas to the launch. His global appeal, enduring popularity, and timeless sophistication align perfectly with Candere’s vision. While Kalyan Jewellers has long been a household name in India, Candere aims to carve its own path in the lifestyle and fashion space—starting with none other than the King of Hearts himself.

Ramesh Kalyanaraman, Director, Candere said, “The Indian jewellery industry is undergoing clear segmentation, with consumers increasingly seeking pieces that reflect their personality, align with their lifestyle, and suit specific occasions. Candere is built for this shift – especially for those who are Gen Z at heart: expressive, individualistic, and digitally engaged. In Shah Rukh Khan, we found a partner whose cultural resonance, timeless appeal, and emotional connect mirror the values we stand for. He bridges generations while remaining powerfully relevant to today’s audience. His presence will help us articulate the idea that Candere’s jewellery is no longer just about adornment – it’s a thoughtful, personal expression of identity and intent.”

Candere has carved a niche for itself in the lifestyle jewellery space through its versatile, design-forward collections that cater to contemporary sensibilities. While it is widely known for modern jewellery collections for women, the brand is also gaining momentum in the men’s segment with one of the most diverse offerings in the market.

Shah Rukh Khan, Brand ambassador, Candere commented, “Jewellery has always been a powerful expression of love, memories, and identity. I’m excited to partner with Candere, a brand from the House of Kalyan Jewellers, which offers a modern and fresh perspective on how people wear and gift jewellery today. It’s elegant, it’s relevant, and it speaks to those who celebrate meaning in every moment.”

Candere’s omnichannel presence ensures consumers can enjoy a seamless shopping experience both online and offline. Supported by Kalyan Jewellers’ legacy of trust, Candere offers elegant yet accessible collections starting at Rs. 10,000, making it a compelling choice for daily wear and heartfelt gifting.

With over 75 retail stores across India and a rapidly expanding footprint, Candere is on a mission to reimagine lifestyle jewellery—not merely as adornment, but as a bold statement of personal style.

This landmark move by the House of Kalyan brings together two generations of legends under one roof. Amitabh Bachchan, with his enduring grace, continues to represent the brand’s legacy, while Shah Rukh Khan ushers in a new era for Candere—one that champions contemporary fashion, accessibility, and self-expression.

With these two cinematic titans at the helm, Kalyan Jewellers and Candere aren’t just selling jewellery—they’re shaping a cultural moment that blends tradition with trendsetting style. And with SRK leading the charge, one thing is certain: the future of jewellery just got a lot more iconic.