Candere, the lifestyle jewellery brand from the House of Kalyan Jewellers, has appointed Indian cricketer Smriti Mandhana as its new brand ambassador, joining actor Shah Rukh Khan as the face of the brand.
The partnership is part of Candere's strategy to strengthen its appeal among young, modern Indian consumers who increasingly view jewellery as an everyday fashion accessory rather than something reserved for special occasions.
Announcing the association, Ramesh Kalyanaraman, Director, Candere, said, "Smriti Mandhana's influence extends far beyond the cricket field. She represents a generation that values ambition, authenticity and confidence, and has become an inspiration to millions through her achievements and conduct. We are delighted to welcome her as the face of Candere alongside Shah Rukh Khan. Together, they reflect the diversity of today's India and the many ways consumers express themselves."
He added that as Candere continues to grow as a lifestyle jewellery brand, Mandhana's association will help deepen the brand's connection with audiences across the country.
Mandhana said the collaboration resonated with her personal approach to jewellery. "I'm delighted to associate with Candere, a brand that truly understands the style sensibilities of today's consumers. For me, jewellery isn't something that's reserved for special occasions; it's something I wear every day. It's a part of my personal style and often the finishing touch that makes me feel like myself. Candere's contemporary designs fit effortlessly into that mindset, making jewellery relevant for everyday moments," she said.
Candere said the partnership comes as consumer preferences continue to shift towards versatile jewellery designed for everyday wear. The brand's collections are positioned to complement daily routines, work, weekends and celebrations, reflecting the growing demand for contemporary and accessible designs.
Backed by Kalyan Jewellers, Candere currently operates more than 130 retail stores across India alongside its digital platform, offering an omnichannel shopping experience as it continues to expand its footprint nationwide.
