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.
“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.
