Partnership · Commerce & Consumer Brands

CaratLane launches silver jewellery brand Shaya with Shreya Ghoshal as brand ambassador

By Startup Enthusiast · 25 September 2026

What they do

CaratLane is a diamond and silver jewellery retailer with 388 stores across India, including 69 in Eastern India

It launched its silver jewellery brand Shaya in 2018 and has signed playback singer Shreya Ghoshal as its brand ambassador for its eighth anniversary

Shaya's campaign, 'Stories Written in Silver,' highlights silver jewellery as part of everyday life and personal expression

CaratLane, a diamond and silver jewellery retailer, launched its silver jewellery brand Shaya in 2018 as an online-only brand.
Shaya has now signed playback singer Shreya Ghoshal as its brand ambassador for its eighth anniversary.
The campaign, 'Stories Written in Silver,' features Ghoshal and a group of women wearing silver jewellery in their daily routines.
Shaya plans to expand its presence to 400 CaratLane stores by the end of the financial year.
CaratLane has 388 stores across India, including 69 in Eastern India, and is expanding its retail footprint.

Shaya's campaign focuses on silver jewellery as part of everyday dressing and personal expression.
Shreya Ghoshal's association with silver resonates with the brand's identity of being quietly present in daily life.
CaratLane aims to widen the offline reach of Shaya by expanding to 400 stores.

CaratLane is a jewellery retailer that sells diamond and silver jewellery online and through physical stores.
It has 388 stores across India, including 69 in Eastern India, and plans to expand its retail footprint.
Shaya is a silver jewellery brand launched in 2018 as an online-only brand.
Shaya's entry point for natural diamond jewellery is around ₹5,000, with prices starting at around ₹5,000 for small diamond pendants or earrings in sterling silver.
Shaya's 9-carat diamond jewellery is priced starting at around ₹5,000, making it more accessible to first-time buyers.

Shaya plans to expand its presence to 400 CaratLane stores by the end of the financial year.
The brand is focusing on increasing its offline reach and promoting silver jewellery as part of everyday life.