Tyaani Jewellery’s latest campaign, ‘Forces of Tyaani’, fronted by Bollywood veteran Zeenat Aman, reinforces the adage ‘Old is Gold’, and signals a cultural and commercial shift, as older women emerge as a powerful jewellery demographic
Zeenat Aman, the 1970s Hindi cinema siren who epitomised unconventional glamour, fronts Tyaani Jewellery’s ‘Forces of Tyaani’ campaign. In the ad film accompanying the launch, she looks directly at the camera and declares: “I am—and will remain — the Zeenat Aman, today, tomorrow, forever,” adding with characteristic candour: “They don’t make icons like they used to.”
These words aren’t framed as wistfulness. Instead, they assert her presence and relevance, aligning Aman with uncut diamond jewellery—a medium Tyaani itself calls “as timeless as her presence.” The campaign positions Aman not as a relic of yesteryear but as an enduring cultural inspiration.
Karan Johar’s Intent
Karan Johar, who founded Tyaani as an extension of his affection for Indian heritage design, leaves no ambiguity about why Aman was chosen. “To have THE Zeenat Aman headline ‘Forces of Tyaani’ is nothing short of a dream,” he says. “Her presence has outlasted eras, her words have reshaped narratives, and her legacy stands untamed by time. At Tyaani, we have always believed that individuality is the rarest form of luxury—and Zeenat Aman embodies that truth in every sense.”
Banking on Zeenat Aman’s aura, Johar signals that luxury jewellery has more to gain by embracing ageless icons than by clinging exclusively to youth-centric storytelling.
Luxury jewellery is a vast global market, valued at $366–372 billion in 2024, and women account for over 70% of purchases. In India, the figures are even starker. The gem and jewellery market was valued at Rs 7,37,035 crore in 2024, with the GJEPC projecting it to grow to Rs 11,27,230 crore by 2030.
This growth is not being fuelled by brides alone. India’s older women—a segment historically ignored in marketing—are becoming a powerful demographic. With accumulated wealth, fewer financial constraints, and a preference for pieces that combine artistry and longevity, they are driving demand for fine and investment jewellery.
The Silver Economy
India’s ageing population is rising rapidly. According to the UNFPA, the number of Indians aged over 60 will nearly double by mid-century. This demographic is financially empowered, urban, and increasingly vocal in its consumption choices. Jewellery is one of their chosen languages of self-expression, no longer restricted to wedding trousseaus or heirlooms.
The so-called “silver economy” is already a recognised force in Europe and North America, where women over 50 years of age control a disproportionate share of discretionary spending. Their purchasing habits, from wellness travel to high jewellery, prove that visibility and aspiration need not be limited to youth.
From Tokenism to Protagonism
What makes Tyaani’s move stand out is that Aman is the campaign’s protagonist, styled in contemporary clothing and photographed with dignity and glamour. Instead of resorting to maternal archetypes, Tyaani celebrates her charisma: jewellery here is about personal agency, not family duty.
This rebukes a long-standing pattern in advertising, where older women have been either absent or presented as foils to youth. By letting Aman state her own narrative, Tyaani demonstrates how heritage craft can align with modern representation.
International Parallels: When Age is the Message
Tyaani is not alone in spotting the value of older icons. In the West, major luxury houses have begun recalibrating their campaigns. Tiffany & Co. has featured mature women in select markets, repositioning jewellery as an heirloom and investment rather than a fleeting trend. In the beauty segment, L’Oréal’s long-running partnership with Helen Mirren—who signed on at 69 and continues to front campaigns in her late 70s—underscores the power of aligning timeless products with timeless women.
Cultural resonance deepens when campaigns break away from youth’s monopoly. The shift is not only aesthetic but economic—mature consumers, long underserved, reward brands that see them clearly.
Indian Context
In India, most jewellery advertising remains youth-centric, dominated by bridal imagery. Actresses in their 20s and 30s are cast as aspirational figures for big-budget campaigns.
Of course, there are exceptions. Sabyasachi Heritage Jewellery has experimented with older models in editorial shoots, though rarely as campaign faces.
Tribhovandas Bhimji Zaveri (TBZ), with its “Heirlooms of Tomorrow” positioning, hints at cross-generational value but still frames youth as the primary aspirant. Narayan Jewellers has created mother-daughter campaigns, though mothers are often styled to look younger than their years.
Against this backdrop, Johar’s decision to rope in Aman feels radical, as she is the very embodiment of aspiration in the campaign.
Buying Behaviour Supports the Shift
The commercial rationale is sound. Older consumers prioritise heritage, craftsmanship, and authenticity. They often seek bespoke or investment pieces—precisely the categories in which Indian jewellers like Tyaani specialise. In addition, research shows that this demographic engages deeply with storytelling: the provenance of uncut diamonds, the artistry of meenakari or polki work, and the craft lineage behind each piece. That dovetails with older women’s buying behaviour: fewer purchases, but more meaningful ones.
As Johar himself notes, individuality—not conformity—is the rarest luxury. When linked to women who have lived visibly, that individuality becomes jewellery’s strongest story.
By choosing Aman, Tyaani is not only speaking to older women but also reshaping the wider cultural grammar of desirability. The campaign indicates that glamour is not diminished by age but deepened by it. It shows that jewellery is not the exclusive province of brides or debutantes but belongs equally to women who have reinvented themselves multiple times over. In this sense, Tyaani’s campaign is both a business calculation and a quiet manifesto against ageism.