In a bid to resonate with the younger audience, silver jewellery brand Shaya by CaratLane is shifting its focus to unisex jewellery in 2024. The brand aims to present silver jewellery in a fresh perspective and has enlisted Bollywood celebrity Sunny Kaushal to showcase its new approach. By embracing unisex designs, Shaya by CaratLane intends to connect with Gen Z consumers who are embracing a more fluid approach to gender in fashion.
The collaboration with Sunny Kaushal features designs from the brand’s new unisex collection, blending flamboyant traditional wear with modern styles. The goal is to break away from traditional gender norms and offer authentic silver jewellery for the bold and confident. The press release emphasizes that in India, silver jewellery has never been limited to women, with men frequently adorning it. Shaya by CaratLane positions itself as the bold and edgy counterpart of CaratLane, providing a variety of glamorous and understated silver accessories with a contemporary appeal.
Key pieces in the unisex collection include the ‘Enchantment Ring’ and the ‘Wonderment Ring,’ which reimagine traditional motifs as smaller, everyday pieces. Shaya by CaratLane’s offerings are available through CaratLane’s e-commerce store and various retail locations across India. Specializing in fusion-style jewellery for everyday wear, the brand seeks to offer a blend of tradition and modernity in its designs.
