Candere, the lifestyle jewellery brand from the House of Kalyan, has appointed the Badshah of Bollywood Shah Rukh Khan as its brand ambassador, marking a pivotal moment in its national expansion strategy. This partnership underscores Candere’s commitment to redefining jewellery for a new customer category – celebrating individuality, meaningful gifting, and everyday self-expression.
With his global appeal and timeless charm, Shah Rukh Khan perfectly aligns with Candere’s vision. Known for his deep-rooted connection with Indian audiences across all age groups, Khan will be featured in the brand’s multimedia campaigns, spanning digi1tal, television, print, and in-store experiences.
Ramesh Kalyanaraman, Director, Candere said, “The Indian jewellery industry is undergoing clear segmentation, with consumers increasingly seeking pieces that reflect their personality, align with their lifestyle, and suit specific occasions. Candere is built for this shift – especially for those who are Gen Z at heart: expressive, individualistic, and digitally engaged. In Shah Rukh Khan, we found a partner whose cultural resonance, timeless appeal, and emotional connect mirror the values we stand for. He bridges generations while remaining powerfully relevant to today’s audience. His presence will help us articulate the idea that Candere’s jewellery is no longer just about adornment – it’s a thoughtful, personal expression of identity and intent.”
Candere has carved a distinct niche in the lifestyle jewellery segment with versatile, design-led collections that appeal to modern sensibilities. While the brand is widely recognised for its contemporary jewellery for women, it has also established a growing presence in the men’s jewellery category, offering one of the more substantial men’s lines in the market.
Shah Rukh Khan, Brand Ambassador, Candere said on the development, “Jewellery has always been a powerful expression of love, memories, and identity. I’m excited to partner with Candere, a brand from the House of Kalyan Jewellers, which offers a modern and fresh perspective on how people wear and gift jewellery today. It’s elegant, it’s relevant, and it speaks to those who celebrate meaning in every moment.”
Candere’s omnichannel strategy ensures a seamless experience for customers, allowing them to effortlessly browse, shop, and discover jewellery across both its e-commerce platform and retail spaces. Backed by the trusted legacy of Kalyan Jewellers, the brand strikes the perfect balance between elegance and affordability, with collections starting at ₹10,000 – making it the ideal choice for both everyday wear and meaningful gifting.
With over 75 retail stores and a growing presence across India, Candere is redefining lifestyle jewellery, offering designs that go beyond adornment to become true expressions of personal style.
