Candere, the online jewellery brand under the Kalyan Jewellers umbrella, has just signed on none other than Shah Rukh Khan as its brand ambassador — a move that’s as much about charm as it is about strategy.
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The superstar will front the brand’s campaigns across every major channel — from digital ads and TV spots to print and in-store experiences. And it’s more than just a celebrity endorsement. Candere sees SRK as a bridge between tradition and today — a face that connects across generations while staying sharply in tune with what younger consumers are drawn to.
“We’re seeing a clear shift in how people approach jewellery today,” said Ramesh Kalyanaraman, Director at Candere. “It’s no longer just about the metal or the stone — it’s about meaning. People want designs that speak to their story, match their vibe, and fit into everyday life. That’s the space Candere is built for. And Shah Rukh? He gets that. He represents timeless appeal, but he’s never out of step with the now.”
Originally launched in 2012 by Rupesh Jain and Ashish Bajaj, Candere started out as a digital-first jewellery brand, offering gold, diamond, platinum, and gemstone pieces to customers online. In 2017, Kalyan Jewellers took a controlling stake by acquiring shares from early investor Singularity Strategic as well as part of Jain’s own holding — bringing Candere into its growing jewellery empire.
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Now, with Shah Rukh Khan stepping into the spotlight, Candere appears ready to go after a wider — and younger — audience, while still staying true to its fine jewellery roots.
