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.
Malabar Gold & Diamonds inaugurated two new showrooms – in Garia and Barrackpore, West Bengal. These additions mark the brand’s 7th stores in West Bengal. They have total 16 stores across the Eastern Region. The plush showrooms were unveiled by Rukmini Maitra, celebrated Bengali actor and Brand Ambassador of Malabar Gold & Diamonds, in the presence of Thahsil Ahammed, Regional Head, East Region, Malabar Gold & Diamonds, Amit Routh, Business Head, East Region, Malabar Gold & Diamonds and senior members of the Malabar Group management team.
The new showroom in Garia spans 7,800 sq ft, while the Barrackpore outlet covers 5,300 sq ft. Both have been designed to offer customers a premium shopping experience with an extensive range of jewellery across designs, styles and price segments. This launch reinforces the brand’s ongoing expansion across India, backed by its strong focus on craftsmanship, service, and customer trust.
M.P. Ahammed, Chairman – Malabar Group,West Bengal remains a strategically important market for Malabar Gold & Diamonds. The trust and patronage we have consistently received from customers in the region reinforce our commitment to invest further and strengthen our presence. The launch of our new showrooms is a testament to our focus on expanding access to world-class jewellery while upholding our values of transparency, superior quality, and best-in-class services.
Rukmini Maitra said Malabar Gold & Diamonds has always stood for trust, craftsmanship, and meaningful customer experience. I am delighted to be part of this milestone as the brand brings a variety of world-class jewellery closer to customers in these two new locations. It reflects Malabar’s commitment to excellence and its deep connection with the people of Bengal.
Brand Ambassador, Malabar Gold & Diamonds
As a part of the launch celebrations, customers can avail up to 30% off on making charges of Gold, Uncut and Gemstone jewellery, and up to 30% off on Diamond value. These offers are valid upto 18th January, 2026.
Designed with elegant interiors and supported by a highly trained team of jewellery experts, the showrooms offer customers a seamless and comfortable shopping experience with spacious, thoughtfully planned layouts. This dual-showroom launch underscores Malabar Gold & Diamonds’ vision of becoming the world’s most preferred jeweller, bringing together traditional craftsmanship and modern innovation to deliver a refined jewellery-buying experience.
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