Candere, the lifestyle jewellery brand from the House of Kalyan Jewellers, has announced the appointment of Shah Rukh Khan as its new brand ambassador — a move that marks a significant milestone in its national expansion and a bold step in reshaping the meaning of jewellery in contemporary India.
With his timeless appeal and emotional resonance across generations, Shah Rukh Khan represents more than just star power — he embodies a cultural bridge between tradition and modernity, aligning seamlessly with Candere’s mission to make jewellery a tool of self-expression, thoughtful gifting, and everyday elegance.
Ramesh Kalyanaraman, Director at Candere, stated: “The jewellery industry in India is evolving rapidly, with consumers looking for pieces that reflect their individuality and fit into their lifestyle. Candere is built for this shift, especially for those who are Gen Z at heart — expressive, discerning, and digitally native. Shah Rukh Khan resonates deeply with this audience. His enduring relevance and emotional connection help us communicate that Candere’s jewellery is not just about adornment, but about identity.”
Known for its design-driven collections and versatile offerings, Candere has carved out a niche in the lifestyle jewellery segment, appealing to modern sensibilities. While the brand is well-established among women, it is also gaining momentum in the men’s jewellery category — offering one of the most comprehensive collections for men in the Indian market.
Commenting on the collaboration, Shah Rukh Khan said: “Jewellery has always been a symbol of emotion — of love, memory, and identity. I’m thrilled to partner with Candere, a brand that brings a fresh, contemporary take on how jewellery is worn and gifted today. It’s elegant, it’s meaningful, and it speaks to people who find beauty in every moment.”
The new campaign featuring Shah Rukh Khan will roll out across digital, television, print, and in-store platforms, reflecting Candere’s omni-channel strategy designed to offer a seamless customer experience across its e-commerce site and growing physical presence.
With over 75 retail stores across India, collections starting at ₹10,000, and the trusted legacy of Kalyan Jewellers behind it, Candere is reshaping lifestyle jewellery for a generation that seeks more than just ornamentation — it seeks connection, individuality, and meaning.
In a world where what we wear increasingly reflects who we are, Candere and Shah Rukh Khan are reminding us that jewellery is not just worn — it’s lived.
