Karan Johar’s Jewellery Brand Tyaani Is Not Selling Dreams, It’s Selling Strength

With a new campaign, star-studded ambassadors, and a bold mix of roadshows and digital pushes, Tyaani by Karan Johar is redefining luxury through storytelling and substance.

Tyaani Jewellery is no longer just an online Polki jewellery platform. It has grown into a brand that stands for much more than gold and gemstones. Spearheaded by Karan Johar, Tyaani’s latest campaign titled Forces of Tyaani marks a pivotal shift in how Indian jewellery brands speak to their audience. Instead of using glamour as bait, this campaign celebrates women of depth and individuality. The likes of Shefali Shah, Rasika Dugal, Kalki Koechlin, Shweta Tripathi, Tillotama Shome, and Jiya Shankar are not just faces of the brand. They are its very voice. Each brings their own strength, style, and story into the fold.

This campaign does not chase sales through star power. It aims to shape the emotional currency of the brand. According to Shravan Satyani, the creative head and partner at Tyaani, the vision was never to sell jewellery. It was to showcase what it means to wear heritage with pride and character. The tagline of the campaign may be unspoken, but it is clear. Real jewellery for real women.

Founded in 2016, Tyaani disrupted the luxury space by being the world’s first online store focused solely on Polki-Jadau jewellery. The brand took a traditional Indian art form and made it accessible through a digital-first model. As of now, it has expanded to eight stores across India, including cities like Mumbai, Pune, Delhi, Lucknow, and Bengaluru. But the digital muscle remains core to its identity.

What sets Tyaani apart is its deep understanding of how craftsmanship must evolve for the digital age. The brand uses innovative mould-based production techniques that allow for uniformity and transparency in quality and pricing. This is crucial because Polki-Jadau jewellery is known for its irregular forms, making standardisation a challenge. Tyaani’s methods allow consumers to purchase luxury with confidence even online.

Despite the rise of online jewellery retail, India’s digital share in the jewellery market remains small. However, Tyaani is not waiting for that number to grow. Instead, it is creating demand by blending emotion, aesthetics, and transparency. From coffee table books to roadshows that travel across cities, the brand is using every tool in the marketing mix to build an experience around jewellery. It is not just a product anymore. It is a story waiting to be worn.

Pricing is another area where Tyaani plays smart. While the designs remain rich and the craftsmanship exquisite, the brand has managed to eliminate excess by cutting gold wastage. The result is jewellery that feels premium but is still well within reach for the modern buyer.

Tyaani is also thinking globally. With international orders and styling that appeals across cultures, Polki is no longer just for Indian brides. It is for anyone who wants to pair heritage with high fashion. As women across the world now wear Tyaani on gowns, suits, and saris alike, the brand’s vision of jewellery without borders is coming true.

Karan Johar’s eye for drama is famous, but with Tyaani, he is doing something even rarer. He is building a legacy. One that is powered not by shimmer but by substance.

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