As Indian jewellery houses recalibrate their narratives, men are no longer cast as givers alone—they are becoming muses and ambassadors. From Jim Sarbh’s cerebral cool, to Shah Rukh Khan’s emotional depth, and MS Dhoni’s resilience, here’s how three marquee names are reshaping the men’s luxury jewellery segment.
Jewellery in India has always carried gendered weight. For centuries, it was the matriarch’s armour — whether as a bride’s inheritance or a daughter’s security. Men, unless they belonged to royalty, were usually the buyers, rarely the wearers. Today, that script is now being rewritten—from film actors and sporting icons to cultural tastemakers—luxury jewellers are enlisting male ambassadors to shift consumer perception. Beyond celebrity endorsements, these are strategic pairings that reflect changing consumption habits.
In India, three campaigns in particular stand out in recent times: Jim Sarbh for Tyaani Jewellery, Shah Rukh Khan for Candere, part of the Kalyan Jewellers group, and MS Dhoni’s Signature Collection with Platinum Guild International India (PGI). Together, they shape the contours of an emerging men’s jewellery market that is aspirational, diverse, and culturally charged.
Jim Sarbh & Tyaani: The Subversive Aesthete
Tyaani Jewellery’s “Forces of Tyaani” campaign broke new ground in 2024 when it chose Jim Sarbh as its ambassador. Best known for his eclectic roles on stage and screen, Sarbh’s cerebral masculinity resonates with men who see style as self-expression rather than a status symbol.
The collection he represents strikes a balance between the classic and the contemporary. Polki diamonds are included in long chains, sculptural pendants and cocktail rings designed with men in mind. The jewellery, though a standout piece, integrates seamlessly into the styling, complementing sharp tailoring and layered textures.
For Tyaani, the choice of Sarbh signals intent. This is jewellery for the cosmopolitan creative: the architect who wears a slim chain beneath an open shirt, the gallerist who layers a polki ring with his watch, the director who pairs a necklace with a Nehru jacket. The campaign normalises male adornment as thoughtful, nuanced, and yes—a little subversive.
Shah Rukh Khan & Candere: Everyday Aspiration
If Sarbh represents the niche, Shah Rukh Khan represents scale. Candere, the digital arm of Kalyan Jewellers, signed the actor in 2024 to broaden its reach. The positioning is not about disruption but accessibility—jewellery as part of aspiration for modern Indian families.
The collection highlighted in the campaign includes lightweight diamond studs, sleek gold bracelets, signet rings with a contemporary edge, and gifting pieces ideal for birthdays, anniversaries, and personal milestones. The emphasis is on ease — jewellery that feels less ceremonial, more wearable, and well-suited to digital-savvy consumers shopping online.
SRK’s persona underpins the strategy. For men, he represents warmth, charm and enduring style; for women, he embodies romance and sentiment. His presence allows Candere to speak to both giver and wearer, reframing jewellery as a shared emotional currency rather than a gendered product. In effect, Candere is betting on young professionals and new households who see jewellery as part of their everyday lifestyle, not just their wedding checklist.
MS Dhoni & PGI: Platinum Resilience
Where gold and diamonds dominate heritage narratives, platinum has carved out a more modern, international niche. Platinum Guild International India’s decision to launch the MS Dhoni Signature Collection was, therefore, a masterstroke. Few sporting figures carry Dhoni’s blend of resilience, understated charisma, and pan-Indian appeal.
The collection itself plays to these strengths. Clean platinum chains, aerodynamic bracelets, and rings with subtle detailing evoke functional luxury. The aesthetic here is pared back—timeless, strong, and quietly powerful. The message is clear: platinum is for men who value endurance over embellishment.
By aligning with Dhoni, PGI positions platinum as the forward-looking choice for male consumers. The cricketing legend’s discipline, leadership and humility mirror the brand values of rarity, strength and resilience. In doing so, PGI reframes platinum as the metal of modern masculinity, distinct from both traditional gold and the diamond-led glamour of mainstream campaigns.
These campaigns are not isolated strategies; they reflect wider currents in the jewellery market.
Market Growth: Globally, men’s jewellery is among the fastest-growing categories and industry forecasts suggest a compound annual growth rate of over 6% in men’s jewellery through 2028. India’s market, while smaller, is expanding quickly as part of a $100 billion-plus (₹5.5–₹6.5 lakh crore) jewellery sector.
Shifting Attitudes: Consumer studies show that younger men are increasingly open to adornment as style expression. From bracelets and chains to rings and ear studs, items once considered taboo are now normalised, thanks to social media, celebrity culture and global fashion influence.
Brand Strategies: For brands, men’s jewellery represents fresh revenue. Lightweight collections, gender-neutral designs and everyday-wear pieces help capture urban buyers who prefer frequent, smaller purchases over once-in-a-decade wedding sets. Male ambassadors subtly give consumers aspirational cues, while signalling legitimacy.
Redefining Masculinity: What unites Sarbh, Khan and Dhoni is not their celebrity status but the way their personas impact brand narratives. Sarbh lends edge to Tyaani’s modern polki pieces; Khan lends warmth and mainstream resonance to Candere’s accessible luxury; Dhoni lends strength and endurance to platinum’s positioning in India.
For jewellery houses, men are no longer secondary audiences. They are style-conscious buyers and lifestyle influencers within their families. In appointing male ambassadors, jewellers are recognising a shift in how masculinity itself is being adorned.
And for the consumer? The message is simpler. Jewellery is no longer being boxed into gender silos. It is about identity, narrative and the joy of self-expression—whether you are a theatre-loving aesthete, a romantic household name, or a cricketing icon with a platinum touch.