Candere, the lifestyle jewellery brand from Kalyan Jewellers, has appointed Indian cricketer Smriti Mandhana as its new brand ambassador, marking a significant step in the company’s strategy to strengthen its appeal among young and style-conscious consumers.
The partnership comes as Candere looks to expand its presence in India’s organised jewellery market by connecting with a new generation of buyers who increasingly prefer contemporary, lightweight and everyday jewellery. The company believes Mandhana’s confident personality, modern outlook and growing popularity make her an ideal face for the brand.
Announcing the association, Candere said the Indian vice-captain represents qualities such as confidence, authenticity and individuality, values that closely match the brand’s identity. Through the collaboration, the company hopes to inspire customers to see jewellery as a part of everyday fashion rather than something reserved only for weddings and festivals.
Mandhana, one of India’s most celebrated women cricketers, said she was delighted to join hands with Candere. She noted that jewellery today is an expression of personal style and individuality, and appreciated the brand’s focus on modern designs that suit different occasions and lifestyles.
As part of the partnership, Mandhana will appear in Candere’s advertising campaigns across digital platforms, social media and other promotional channels. The campaigns are expected to showcase jewellery collections designed for daily wear, gifting and special occasions while highlighting the brand’s blend of elegance and contemporary fashion.
The collaboration also reflects a wider trend in the jewellery industry, where brands are increasingly partnering with young celebrities to attract digitally connected consumers. With online jewellery shopping becoming more popular, companies are focusing on personalities who resonate with millennials and Gen Z buyers.
Backed by Kalyan Jewellers, Candere has steadily expanded its online presence while growing its network of physical stores across India. The brand offers a wide range of gold, diamond and gemstone jewellery designed to suit modern lifestyles.
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