Tyaani Jewellery by Karan Johar has unveiled its latest campaign, Forces of Tyaani, featuring digital creator and actor Kusha Kapila as brand ambassador. With this collaboration, the brand aims to strengthen its connect with younger consumers, blending high fashion with relatable storytelling.
Kusha Kapila X Tyaani Jewellery
Storytelling Through Jewellery
In the brand film, Kapila revisits her first love—performance and theatre—while being styled in Tyaani’s signature creations. The collection features pieces crafted in 18kt yellow gold with natural uncut and cut diamonds, carved emeralds, cabochon emeralds, and freshwater pearls. Each design showcases the versatility of Tyaani Jewellery, positioning it as more than adornment—an expression of individuality.
Karan Johar on Self-Expression
Karan Johar, founder of Tyaani Jewellery, emphasized the brand’s vision:
“Jewellery is about energy, personality, and spirit. It should reflect who you are, not who the world wants you to be. With Kusha, we are celebrating that authenticity. She brings her full self—witty, bold, real—and makes jewellery an effortless part of her story.”
Expanding Tyaani’s Presence
Currently, Tyaani Jewellery has a presence in Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Chandigarh, and Ahmedabad. Alongside its physical stores, the brand also retails online at tyaani.com and has plans to expand into more cities this year.
Closing: Jewellery as a Form of Identity
With Forces of Tyaani, the brand bridges the gap between high jewellery and relatability. By collaborating with Kusha Kapila, who embodies boldness and authenticity, Tyaani reinforces its vision of jewellery as an effortless extension of self-expression—bringing sparkle to individuality.
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