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Zoya’s new brand film with Sonam Kapoor-Ahuja celebrates being yourself

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Zoya, the exquisite diamond boutique from the House of Tata, today presented a new brand film to launch its new autograph collection – My Embrace, that powerfully depicts the brand’s philosophy of finding innate joy in being your most authentic self. 

Featuring Sonam Kapoor-Ahuja, the campaign evocatively brings to life, the Zoya woman’s bliss in embracing every aspect of her unique journey through life. The film accompanies the launch of Zoya’s new autograph collection ‘My Embrace’ – a signature identifier of the luxury atelier, that continues its tradition of redefining the way fine jewellery is experienced through meaningful pieces of wearable art. 

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“At Zoya we have always believed that women should be able to celebrate the joy of being just who they are, irrespective of the many roles they play in life. Our new film journeys to the very soul of Zoya, a word which means ‘alive’. Through this campaign we hope to inspire women to powerfully embrace who they are,” says Amanpreet Ahluwalia, Business Head, Zoya. “The narrative showcases our autograph collection ‘My Embrace’, a talismanic symbol of self-acceptance, created around the belief that you feel truly alive only when you embrace who you are and are comfortable in your own skin.” 

Featuring 26 trademarked designs; sleek bangles, bracelets, pendants, high gloss rings and earring hoops the collection is simple in design yet significant in its craftsmanship making it the ultimate collector’s piece. MY EMBRACE is a Zoya Design Innovation trademarked as a distinguished shaped bangle featuring a singular pear-shaped diamond in a prominent setting. The emotional inspiration of a self-embrace is translated with rich sculptural dynamism into a continuous flow and a harmonious integration of components in a marvel of engineering.

The film features Sonam Kapoor-Ahuja blissfully breaking into dance while enjoying a favourite song to delighting in the creativity of her cooking to enjoying moments of reflection in nature or while reading a book, the message of celebrating being yourself is presented through a montage of mundane moments brought alive by her love for herself. 

Says Ajay Ram, Creative Partner & Founding Team Member at Spring Marketing Capital, “The credit for this collection goes to the mastery of the Zoya jewellery design team. The element of the embrace has been crafted into a most elegant form factor. Our attempt was to recreate the design philosophy in an effortless narrative. Collaborating with Sonam Kapoor allowed us to explore her vibe amidst spaces she finds most joy in, setting the right tone for the collection to come alive.”

The campaign will be promoted on outdoor, social media, print, digital, OOH and television and theatres.

Zoya’s ‘My Embrace’ translates the idea of celebrating yourself, just as you are, into a deeply symbolic product that is designed to make your every day meaningful. 




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DiamondBuzz

BAFTA 2026: De Beers Group- Desert Diamonds Emerged as the Jewellery Story of the Night

At this year’s BAFTAs, the red carpet was illuminated with natural diamonds in warm champagne tones, as Desert diamonds became the most consistent jewellery signature of the evening.

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At this year’s British Academy Film Awards, the red carpet was illuminated with natural diamonds worn by some of the acting world’s most beloved stars, with Desert Diamonds by De Beers emerging as one of the evening’s most consistent jewellery signatures. Nathalie Emmanuel, Gillian Anderson, Audrey Nuna, Archie Madekwe and Regé-Jean Page all stepped out wearing Desert Diamonds, marking a rare moment when multiple personalities aligned around the same diamond aesthetic.

When five influential figures lean into a shared jewellery direction in a single evening, it signals more than styling coincidence — it signals a shift. This year’s BAFTA jewellery mood moved away from classic icy white brilliance toward warmer champagne-toned natural diamonds that photographed with softness, glow and depth under flash photography.

At the 79th British Academy Film Awards in London, the jewellery story arrived not with spectacle but with tonechampagne, honey, cognac, brown and whiskey hues defining the visual language of the carpet. Across appearances, Desert Diamonds emerged as a consistent signature, favouring warmth and dimensionality over high-contrast sparkle.

Gillian Anderson

Gillian Anderson led this direction wearing asymmetric brown and white diamond earrings by Ara Vartanian, paired with sculptural rings that complemented rather than dominated her look. Nathalie Emmanuel followed in elongated drop earrings punctuated with brown diamonds, styled alongside a bracelet and rings within the same tonal family, creating a cohesive and deliberate aesthetic.

Audrey Nuna

K-Pop Demon Hunter star Audrey Nuna introduced a sharper contemporary energy in Desert diamond ear climbers by ANANYA, leaning into structure and precision rather than excess. The brooch revival continued as Rising Star nominee Archie Madekwe paired his custom Dior suit with a white diamond brooch and Desert diamond vintage rings by Ara Vartanian.

Regé-Jean Page

Regé-Jean Page selected a fauna-inspired dragonfly brooch in warm-toned diamonds by Hirsh London, reinforcing the evening’s understated yet intentional jewellery narrative. The message was clear: natural diamonds did not shout — they held the room.

Desert Diamonds are not treated colour stories; their champagne, cognac and honey hues occur naturally, shaped by trace elements and geological conditions deep within the earth. As explored through A Diamond Is Forever, these stones celebrate natural origin and individuality rather than laboratory uniformity.

For years, diamond conversations have been framed through comparison — natural versus lab-grown, tradition versus innovation. What unfolded at BAFTA felt different: less defensive and more culturally embedded. Natural diamonds were not positioned as spectacle but integrated seamlessly into moments audiences were already watching.

Award season traditionally rewards scale — larger silhouettes, brighter stones and louder sparkle — but BAFTA 2026 suggested a new direction defined by precision over excess, tone over glare and architecture over abundance.

Natural diamonds today are increasingly worn not as ceremonial heirlooms but as personal markers, styled with tailoring and integrated into fashion narratives with intention. The philosophy behind A Diamond Is Forever has long centred on rarity, provenance and emotional permanence, and the prominence of warm-toned Desert Diamonds suggests individuality and geological authenticity are becoming the new markers of luxury.

At the BAFTAs, the brilliance remained. It simply did not need to dominate. It held the room.

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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.

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