GlamBuzz
Zeenat Aman Leads Tyaani’s ‘Forces of Tyaani’, redefining ageless glamour
Tyaani Jewellery has flipped the script on conventional beauty narratives with its new campaign, Forces of Tyaani, featuring none other than Zeenat Aman.
The legendary star of 1970s Bollywood—still radiant, still relevant—takes centre stage to prove that glamour doesn’t fade; it evolves. The Forces of Tyaani campaign isn’t just a tribute to Zeenat Aman—it’s a declaration that timeless women, like timeless jewels, never lose their shine.
By spotlighting Aman, Tyaani challenges the industry’s youth fixation and acknowledges an expanding truth: India’s older women are reshaping the luxury jewellery market. They’re affluent, self-assured, and seek pieces that speak to permanence rather than passing trends.
This marks a high point in the ongoing ‘Forces of Tyaani’ campaign, which has already spotlighted icons like Shefali Shah, Rasika Dugal, Tillotama Shome, Shweta Tripathi, Jiya Shankar, Shalini Pandey, Kalki Koechlin, Jim Sarbh, Kusha Kapila among others. With Zeenat Aman’s arrival, the narrative finds its showstopper moment: a legend whose charisma has outlasted eras and whose spirit resonates across generations.
In the campaign film, Zeenat Aman faces the camera with unapologetic poise. “I am—and will remain—the Zeenat Aman, today, tomorrow, forever. They don’t make icons like they used to.”
Karan Johar, founder of Tyaani says “To have THE Zeenat Aman headline ‘Forces of Tyaani’ is nothing short of a dream. Her presence has outlasted eras, her words have reshaped narratives, and her legacy stands untamed by time. At Tyaani, we have always believed that individuality is the rarest form of luxury — and Zeenat Aman embodies that truth in every sense.”
At the heart of the collection is Tyaani’s uncut diamond jewellery. This technique, developed in the 18th century and cleverly re-engineered by Tyaani for their modern muses, is celebrated for its lightness and brilliance. Unlike traditional techniques, the stones are set without wax, allowing light to pass through and enhance their natural lustre. Each jewel reflects Tyaani’s balance of traditional technique and contemporary vision, mirroring Zeenat Aman’s own timeless-yet-modern appeal.
GlamBuzz
Rashmika Mandanna Brings Festive Glamour To Swarovski’s Diwali Celebration In Mumbai
Swarovski Brand Ambassador Dazzles In A Bespoke Amit Aggarwal Creation Adorned With Crystals, Celebrating Contemporary Couture, Individuality and Festive Brilliance.
Swarovski brought its signature crystal artistry to its Diwali celebrations in Mumbai, with brand ambassador Rashmika Mandanna taking centre stage in a couture ensemble by designer Amit Aggarwal. Held at The St. Regis, Mumbai, the event showcased the brand’s festive jewellery collections through a blend of fashion, craftsmanship and Indian cultural influences.
Mandanna’s outfit was a highlight of the evening. Her bespoke Cosmos Blue ensemble, featuring a sculptural corset embellished with metallic blue and Jet Hematite Swarovski crystals, reflected the meeting of innovative design and intricate craftsmanship. The creation required more than 1,200 man-hours to complete. She paired the outfit with jewellery from Swarovski’s Hyperbola and Matrix collections, including necklaces, rings, a bracelet and ear cuffs.
The event also offered a closer look at Swarovski’s festive product portfolio. The Diwali edit featured designs from Constella, Hyperbola, Mesmera and Imber, alongside pieces from the established Millenia range. Spanning jewellery, accessories and home accents, the collection highlighted the brand’s use of crystal detailing across different lifestyle categories.
Connecting the showcase with local festive traditions, Swarovski presented a crystal-inspired rangoli featuring vibrant colours and intricate patterns. The installation offered a contemporary interpretation of a traditional Indian decorative art form, bringing together cultural symbolism and the brand’s distinctive visual identity.
The celebration forms part of Swarovski’s “Festive Glam: Celebrate the Light” campaign, which encourages consumers to explore personal style through expressive jewellery and festive accessories. With its combination of couture, crystal embellishment and traditional Indian motifs, the showcase positioned the brand’s Diwali offering around individual expression and contemporary festive dressing.
Antistatus and Vandals: Jewellery For The Rebellious and The Defiant
Kushals Fashion Jewellery Celebrates The Festival Of Lights With New Diwali Collection
Keemti Jewels Continues Retail Expansion In Chhattisgarh With New Store Launch In Bhilai
Dhanteras Shopping Guide 2026:Gold, Silver, Diamonds & Festive Jewellery Trends To Watch
The Solenne Collection: A Celebration Of Diwali By Bharti Bangur Fine Jewels
From Diya Puja To Diwali Soirées: Jewellery Designed To Go Beyond The Festive Season
-
JB Insights1 week agoDhanteras Shopping Guide 2026:Gold, Silver, Diamonds & Festive Jewellery Trends To Watch
-
BrandBuzz1 week agoThe Solenne Collection: A Celebration Of Diwali By Bharti Bangur Fine Jewels
-
BrandBuzz1 week agoFrom Diya Puja To Diwali Soirées: Jewellery Designed To Go Beyond The Festive Season
-
National News1 week agoIndriya, Aditya Birla Jewellery Unveiled India’s Largest Sustainable Jewellery Rangavalli
JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.