Tyaani Jewellery by Karan Johar Unveils Jiya Shankar as the Face of Its New Campaign: A Dazzling Force of Modern Femininity in 2025

Share this on

Share on facebook
Share on twitter
Share on whatsapp
Share on email

In a world where tradition meets transformation, Tyaani Jewellery by Karan Johar continues to redefine Indian fine jewellery with unapologetic flair. This season, the celebrated jewellery house introduces a bold new muse … Jiya Shankar, as the face of its latest campaign titled ‘Forces of Tyaani’. A household name and rising star, Jiya is the embodiment of fearless fashion and modern femininity, making her the perfect force to lead this radiant evolution. TheGlitz reports…

Tyaani Legacy

Under the creative direction of Karan Johar, Tyaani has always stood for more than just ornamentation. It is a narrative of legacy, emotion, and personal expression, a sentiment that becomes even more vivid with Jiya at its helm. With her fresh energy, dynamic screen presence, and strong connect with a generation that blends reverence for the past with the pulse of the present, Jiya represents everything the brand believes the Indian woman has become: rooted, radiant, and revolutionary.

Tyaani

“I’ve always loved jewellery that tells a story,” says Jiya. “Tyaani is iconic in how it brings heritage to life in such a wearable, youthful way. This collaboration felt like an instant fit, it’s a celebration of style, culture, and confidence.”

The ‘Forces of Tyaani’ campaign is not just a visual spectacle; it’s a statement. Featuring Jiya Shankar in a stunning edit of layered, open-setting diamond neckpieces that sparkle like conversation starters, the imagery captures more than craftsmanship, it captures character. Each necklace is a play of light and dimension, designed to reflect the wearer’s own fire. Paired with bold, uncut diamond rings and statement earrings, the pieces exude what can only be described as raw elegance… a fine balance of modern design and ancestral charm.

At its heart, it remains a love letter to India’s artisanal legacy. The brand was born six years ago from Karan Johar’s deep-rooted passion for design and heritage. Known for his ability to weave cinematic grandeur into every detail, Johar envisioned a label that would democratize fine jewellery. With Tyaani, he introduced India to a curation of handcrafted jewels that were as accessible as they were exquisite.

“This is our take on what the next generation’s legacy pieces look like,” Karan shares. “Heritage isn’t meant to sit in safes or come out only on weddings. It should move, evolve, and shine with the people who wear it.”

Indeed, what makes Tyaani stand out is its celebration of jewellery as everyday heirlooms…pieces that don’t just sit pretty in a box but live on wrists, collarbones, and in stories told over dinner, laughter, and life itself. Each piece, crafted with gold and embellished with both cut and uncut diamonds, echoes a commitment to authenticity and artistry. It’s this alchemy of tradition and trend that has allowed the brand to flourish across eight major Indian cities: Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Ahmedabad, and Chandigarh. And for those who love a good treasure hunt from the comfort of home, Tyaani’s full collection is also available at tyaani.com.

As Forces of Tyaani unfolds, it does more than launch a face. It marks the rise of a movement—where jewellery becomes a medium of self-expression, and style becomes a dialogue between past and present. With Jiya Shankar leading the charge and Karan Johar curating every detail, Tyaani isn’t just adorning a new generation of women, it’s empowering them to shine, sparkle, and rewrite the legacy of Indian luxury.

…Because in the world of Tyaani, beauty isn’t borrowed, it’s born from within.

Where

Tyaani Jewellery by Karan Johar is currently present in seven cities – Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Ahmedabad and Chandigarh. Consumers can also shop online at tyaani.com.

Share on facebook
Share on twitter
Share on whatsapp
Share on email

Tags

Related articles

Once in front of the spotlight as a talented actress and model, today Simer Motiani is the brilliant strategic mind behind one of India’s most dynamic boutique PR consultancies, Stellaratti Brand Consultants. Seamlessly transitioning from the glitzy world of entertainment to the realm of brand storytelling, Simer has built a reputation for crafting compelling narratives that connect, convert, and captivate. Here, in a tête-à-tête, Simer Motiani tells Sumita Chakraborty, Editor-in-chief, TheGlitz, about building Stellaratti Brand Consultants from scratch, breaking the mould, and what it really takes to shine behind the scenes.
He’s got hops in his soul and fire 'n' spice in his story, Meet the incredible Chef Aniket Patil, the Founder and Head Chef at Berlin Brew Beer Garden, who is brewing up a culinary storm on Mumbai’s rooftop scene. In this froth-and-flavour-filled exclusive, the brilliant Chef Aniket Patil taps into a spirited chat with Sumita Chakraborty, Editor-in-chief, TheGlitz, to pour out the stories behind his bites, his beers, and the buzz he's brewing at Berlin Brew Beer Garden on Mumbai’s rooftop skyline.
all it your power pout, mood booster, or the ultimate one-swipe wonder, lipstick has always had us in shade-nation. From bold reds that mean business to barely-there nudes that whisper chic, it’s more than just makeup, it’s a mood, a memory, a moment. Whether you're a gloss girl, a matte maven, or a satin siren, TheGlitz says Lipstick Day is your cue to swipe right on colour, confidence, and a little extra sass.
In a city known for tradition and restraint, Lata Madhu has carved out a fashion story that is anything but conventional. As the founder of Collage, Chennai’s pioneering multi-designer concept store, and the local partner of Raw Mango in the city, Lata has spent over two decades shaping a more nuanced, thoughtful narrative around Indian luxury, one rooted in craft, curation, and cultural integrity. In this exclusive interview, Lata Madhu talks to Sumita Chakraborty, Editor-in-Chief, TheGlitz, about accidental beginnings, Collage, evolving definitions of Indian luxury, and why staying off the beaten track has always been her most powerful choice.
Meet Ravi Mittal, the founder of QuackQuack, India's most downloaded dating app, which has turned the dreamy world of digital romance upside down since its launch in 2010. With over 38 million downloads and 18,000 new users joining daily, Ravi’s journey from a rented 2BHK in Hyderabad to leading the country’s most popular dating platform is nothing short of inspiring. In this exclusive interview with Sumita Chakraborty, Editor-in-Chief, TheGlitz, Ravi Mittal, Founder, QuackQuack dives deep into the brand's incredible journey & more...
Welcome to TheGlitz’s weekly roundup to what’s hot, haute, and happening! From flavour-packed plates that had us fork-getting our manners, to brands making bold (and beautiful) moves, and events that raised the bar and the toast...we’ve sipped, sampled, and sashayed through it all so you don’t miss a beat (or a beet). So, whether you’re here for the scoop or the sparkle, fasten your tastebuds and tighten those tote straps... because this week’s serving is equal parts glam, gluttony, and good gossip. Ready, set, Glitz!