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
Svariya Introduces AYNARA- An Edit Where Blue Meets Mystery and Protection
Svariya Unveils AYNARA, a Contemporary Jewellery Edit Inspired by the Mystery of Blue and the Symbolism of Protection
Svariya, a premium demi-fine jewellery brand known for creating pieces that blend elegance with meaning has launched a new edit AYNARA– a captivating new jewellery edit inspired by the mystique of blue and the timeless symbolism of protection.
“A little mystery. A little protection. A lot of blue equals to AYNARA. Its brings together jewellery designed for those who believe that what they wear can be more than an accessory. It can carry a feeling, a story and a sense of significance.
Inspired by the symbolism of an eye as a guardian, the collection explores the deeper allure of blue, A colour long associated with calm, intuition, depth and protection. AYNARA translates these ideas into contemporary jewellery design to complement everyday style while carrying a subtle sense of meaning.
At the heart of AYNARA is the idea of quietly protecting your loved ones. Rather than interpreting the evil eye motif literally, Svariya takes a more transparent approach, allowing the essence of the symbol to inspire the collection through colour, form and detailing. This result is a collection that feels mysterious yet modern, meaningful yet effortless.
From jewels that make a subtle statement to jewellery curated for layering and everyday wear, AYNARA embraces blue in its many moods like deep, luminous, understated and jewellery which cannot be jinxed. With September traditionally associated with the blue tones of sapphire, AYNARA arrives as Svariya’s interpretation of the month’s signature colour.
Visshnupriya Singh, CEO, Svariya Jewels Said:
“With AYNARA, we wanted to move beyond the conventional idea of a blue jewellery collection. We wanted to create something that felt like a mood which is mysterious, elegant and quietly protective. The colour blue became our starting point, but the story goes much deeper.
Designed to Be Worn, Felt & Remembered
AYNARA is created for the modern wearer who looks for meaning without compromising on style. Each jewel is designed to transition effortlessly from everyday moments to occasions, making the collection as versatile as it is distinctive.
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