Jewellery brand ropes in Shah Rukh Khan to target Gen Z, millennials

Actor Shah Rukh Khan, known for his charismatic appeal, is all set to connect with Gen Z in his new endeavour. He will be the face of the lifestyle jewellery brand Candere, from the House of Kalyan. Khan expressed his excitement about how he resonates with jewellery being 'a powerful expression of love.' On his appointment, the brand also feels that Shah Rukh aligns with Candere's vision because of his global appeal and timeless charm.

The 'Pathaan' star, who will be featured in the brand's multimedia campaigns, said in a statement, "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."

While reflecting on the partnership with Khan, Ramesh Kalyanaraman, Director, Candere added, "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."

While Candere is widely recognised for its contemporary jewellery for women, the brand has also been steadily expanding its footprint in the men’s jewellery segment.

Backed by Kalyan Jewellers, Candere offers a range that aims to balance style and cost, with prices starting at Rs 10,000—positioning it as an accessible option for both daily wear and special occasions.