Tyaani Jewellery by Karan Johar has recently unveiled a new brand campaign titled ‘Forces of Tyaani’, celebrating real women wearing real jewellery. The campaign features names such as Rasika Dugal, Shweta Tripathi, Shefali Shah, Tillotama Shome, Jiya Shankar and now Kalki Koechlin.
“This campaign is deeply rooted in the belief that individuality is the rarest form of luxury,” says Shravan Satyani, creative head and partner at Tyaani, explaining the selection process of the brand ambassadors.
Tyaani Jewellery is renowned as the world's first online store specialising in Polki-Jadau jewellery, a traditional Indian art form that involves embedding uncut diamonds (known as Polki) and gemstones into softened gold using the Jadau technique, which does not rely on adhesives. The price range for Tyaani's jewellery starts at Rs 26,500 and can go up to Rs 8,319,500.
According to an IMARC Group report, the overall Indian jewellery market was valued at $90.40 billion in 2024 and is expected to grow to $150.10 billion by 2033, at a CAGR of 5.2%.
The online jewellery market in India was valued at approximately $850 million in 2019 and is projected to grow to $3.7 billion by 2025, registering a CAGR of 28%, according to MyWisdomLane, a jewellery growth consulting website.
Despite the notable growth, the online jewellery market in India constituted only 2.3% of the overall Indian jewellery market in 2022-23. In comparison, the USA and China recorded online jewellery penetration rates of approximately 10.3% and 9%, respectively, in 2019.
Pioneers of Polki jewellery
“Tyaani is the first jewellery brand,” says Satyani, “that was built with a commitment to ensure transparency and clarity in the Polki jewellery industry, which is often missing.”
Polki-Jadau jewellery is challenging to evaluate because of the absence of standardisation.
This issue arises from the use of irregularly shaped uncut diamonds and traditional hand-setting methods, which complicate the establishment of consistent quality and pricing.
“We pioneered manufacturing techniques using moulds to emboss our jewellery. That helped define parameters of shapes and sizes, which is very important for the online business,” adds Satyani. By using moulds to create more consistent Polki forms, Tyaani directly addressed the evaluation challenge, enabling clear parameters for online sales.
Since its founding as an online store in 2016, Tyaani has built eight brick-and-mortar stores in India.
“As we started to get appreciation, we realised that it was time to start spreading our wings offline as well. Hence, the expansion has been quite rapid and very well targeted.”
The jewellery brand has an offline presence in Ahmedabad, Lucknow, Mumbai, Pune, New Delhi, Hyderabad, Chandigarh, and Bengaluru.
Jewellery without borders
“Tyaani’s audience has no boundaries. It goes beyond demographics, geographies and generations,” explains Satyani.
Initially, it was just the brides of India, but “I've seen international celebrities wearing old-world Polki jewellery with a darker polish to match with that old-world Victorian look. They are wearing our traditional polki jewellery on Western gowns. So there are no barriers left," adds Satyani. Tyaani ships sizeable orders to the USA.
In order to aptly price their pieces, the brand has eliminated gold wastage in its designing process, making its jewellery leaner and less chunky. This approach not only made the jewellery more appealing to the younger audiences but also brought down unnecessary costs without compromising on craftsmanship.
“Because of our technique and art form, our pieces became really well-priced. I will not say cheap, but very well priced,” asserts Satyani.
The new campaign: Forces of Tyaani
The brand’s latest campaign, Forces of Tyaani, was envisioned by Karan Johar himself. “The intention was to solidify and consolidate what the brand truly embodies: authenticity, strength, transparency and individuality,” notes Satyani.
The campaign features actors such as Shefali Shah, Rasika Dugal, Shweta Tripathi, Jiya Shankar and Kalki Koechlin. “Each one of them is strong, represents a great deal of power, and they have an aura around them… they are women with great substance.”
According to Satyani, unlike typical celebrity endorsement campaigns, sales weren’t Tyaani’s primary goal.
“We only wanted to have women whom we looked up to represent our brand. Sales is always a by-product of marketing.”
A 360-degree marketing mix
The campaign spans digital and influencer collaborations, in-store storytelling and city-specific roadshows (exhibitions). “We've also created a small coffee table book, which follows each celebrity and explains how we evolved our collection around their personality,” Satyani adds.
Tyaani will soon be taking its entire collection on roadshows across the country. “So we're going to be travelling from city to city doing exhibitions to go and interact with new audiences and to ensure that they also get to enjoy the luxury design that we've created,” he notes.
Competing with the local jeweller
Despite being a design-forward, global brand, Tyaani doesn’t view large retailers as its competition. Instead, it focuses on pricing parity. “Our competition is our neighbouring mom-and-pop shop,” Shravan says, explaining that “with Tyaani, we priced ourselves so correctly that you will hardly see any difference between us and the local jeweller”.
With India's online jewellery market rife with expectations of growth, it remains to be seen whether Tyaani, with its polki jewellery, will drive trends and influence patterns.
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