Bollywood megastar Shah Rukh Khan has officially partnered with Candere, a lifestyle jewellery brand from the House of Kalyan Jewellers, sparking excitement across the fashion and entertainment worlds. Announced in May 2025, this collaboration marks a pivotal moment in Candere’s expansion strategy and signals a stylish new era in modern Indian jewellery.
A Star-Studded Partnership
Candere, known for its modern designs and accessible luxury, chose Shah Rukh Khan for its global appeal and its growing reputation as a fashion-forward icon. From red carpet events to global appearances, Khan has made headlines for embracing bold men’s jewellery, including diamond necklaces, layered chains, and statement rings—perfectly aligning with Candere’s evolving brand identity.
“Jewellery has always been a powerful expression of love, memories, and identity,” Shah Rukh Khan said in a statement. “I’m excited to partner with Candere, which offers a modern and fresh perspective on how people wear and gift jewellery today.”
Candere’s Bold New Vision
Candere aims to redefine how people perceive jewellery with this campaign, moving it beyond traditional heirlooms to become a form of everyday self-expression. The brand caters especially to the Gen Z and millennial audience, who seek versatile, stylish pieces that speak to their individuality.
“Candere is built for today’s expressive, individualistic, and digitally engaged generation,” said Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers. “In Shah Rukh Khan, we found a partner whose cultural resonance and timeless charm reflect the values we stand for.”
The campaign will span digital, television, print, and in-store channels, positioning Khan as the face of this fresh, style-forward jewellery brand.
Why This Collaboration Matters
The announcement comes amid a rising trend in men’s fashion that embraces elaborate jewellery. Khan’s recent appearances—such as his statement look at the 2025 Met Gala and the IIFA Awards—showcase his embrace of jewellery as a fashion statement, challenging traditional norms and leading by example.
This move also reflects a broader shift in the Indian jewellery market, which is seeing clear segmentation. Consumers now want pieces that not only mark occasions but also suit their lifestyle, fashion sense, and personal story.
The Power of Brand SRK
This partnership is yet another feather in the cap for Shah Rukh Khan, whose business acumen extends well beyond film. From co-owning Red Chillies Entertainment and Kolkata Knight Riders to now shaping the narrative in luxury fashion, SRK continues to expand his empire in meaningful, culture-defining ways.
About Candere by Kalyan Jewellers
Founded in 2013 and fully acquired by Kalyan Jewellers in 2024, Candere has rapidly grown into a name synonymous with accessible luxury. The brand’s shift to an omnichannel retail model and focus on affordability, modernity, and expression makes it one of the fastest-growing names in lifestyle jewellery.
With Shah Rukh Khan as its ambassador, Candere is set to shine brighter than ever. This collaboration goes beyond marketing, blending Bollywood glamour, fashion-forward style, and modern Indian values. Whether you’re a trendsetter or seeking jewellery with meaning, SRK and Candere make a lasting impression.
