Tyaani Jewellery by Karan Johar partners with Shefali Shah for new campaign

By

Isabelle Crossley

Published
June 3, 2025

Tyaani Jewellery by Karan Johar has partnered with actor Shefali Shah to launch its latest campaign, ‘Forces of Tyaani,' and will unveil nine more brand ambassadors. Debuting one a week, the label aims to spotlight women who have defined success on their own terms.

The 360-degree campaign aims to reshape the narrative around fine jewellery, moving beyond bridal and festive wear to celebrate strength, individuality, and modernity, the brand announced in a press release. The debut visuals feature Shefali Shah in a classic Tyaani jewellery set, made with gold, precious gemstones, and cut and uncut diamonds. 

“‘Forces of Tyaani’ lies at the very heart of our brand philosophy- redefining luxury not by uniformity or status, but by celebrating individuality,” said Karan Johar, founder of Tyaani Jewellery in a press release. “It’s a moment of pride and sheer joy to welcome Shefali to the Tyaani family.”

‘Forces of Tyaani’ aims to blend craftsmanship with personal storytelling, according to Johar. Tyaani Jewellery is currently present in seven cities, including Delhi, Mumbai, and Bengaluru, and will open its first Ahmedabad store on June 8. The label also retails online through its direct to customer e-commerce store.