{"id":33452,"date":"2025-09-30T14:46:33","date_gmt":"2025-09-30T09:16:33","guid":{"rendered":"https:\/\/gjepc.org\/solitaire\/?p=33452"},"modified":"2025-09-30T14:46:33","modified_gmt":"2025-09-30T09:16:33","slug":"zeenat-aman-and-tyaanis-rebuff-to-ageism","status":"publish","type":"post","link":"https:\/\/gjepc.org\/solitaire\/zeenat-aman-and-tyaanis-rebuff-to-ageism\/","title":{"rendered":"Zeenat Aman and Tyaani\u2019s Rebuff to Ageism"},"content":{"rendered":"

Tyaani \u00a0Jewellery\u2019s latest campaign, \u2018Forces of Tyaani\u2019, fronted by Bollywood veteran Zeenat Aman, reinforces the adage \u2018Old is Gold\u2019, and signals a cultural and commercial shift, as older women emerge as a powerful jewellery demographic<\/em><\/p>\n

Zeenat Aman, the 1970s Hindi cinema siren who epitomised unconventional glamour, fronts Tyaani Jewellery\u2019s \u2018Forces of Tyaani\u2019 campaign. In the ad film accompanying the launch, she looks directly at the camera and declares: \u201cI am\u2014and will remain \u2014 the Zeenat Aman, today, tomorrow, forever,\u201d adding with characteristic candour: \u201cThey don\u2019t make icons like they used to.\u201d<\/p>\n

These words aren\u2019t framed as wistfulness. Instead, they assert her presence and relevance, aligning Aman with uncut diamond jewellery\u2014a medium Tyaani itself calls \u201cas timeless as her presence.\u201d The campaign positions Aman not as a relic of yesteryear but as an enduring cultural inspiration.<\/p>\n

Karan Johar\u2019s Intent<\/strong><\/p>\n

Karan Johar, who founded Tyaani as an extension of his affection for Indian heritage design, leaves no ambiguity about why Aman was chosen. \u201cTo have THE Zeenat Aman headline \u2018Forces of Tyaani\u2019 is nothing short of a dream,\u201d he says. \u201cHer 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\u2014and Zeenat Aman embodies that truth in every sense.\u201d<\/p>\n

Banking on Zeenat Aman\u2019s aura, Johar signals that luxury jewellery has more to gain by embracing ageless icons than by clinging exclusively to youth-centric storytelling.<\/p>\n

Luxury jewellery is a vast global market, valued at $366\u2013372 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.<\/p>\n

This growth is not being fuelled by brides alone. India\u2019s older women\u2014a segment historically ignored in marketing\u2014are 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.<\/p>\n

\"\"
Timeless glamour meets timeless jewellery. \u00a9 Tyaani Jewellery<\/figcaption><\/figure>\n

The Silver Economy<\/strong><\/h3>\n

India\u2019s 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.<\/p>\n

The so-called \u201csilver economy\u201d 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.<\/p>\n

From Tokenism to Protagonism<\/strong><\/h3>\n

What makes Tyaani\u2019s move stand out is that Aman is the campaign\u2019s 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.<\/p>\n

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.<\/p>\n

International Parallels: When Age is the Message<\/strong><\/h3>\n

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\u2019Or\u00e9al\u2019s long-running partnership with Helen Mirren\u2014who signed on at 69 and continues to front campaigns in her late 70s\u2014underscores the power of aligning timeless products with timeless women.<\/p>\n

Cultural resonance deepens when campaigns break away from youth\u2019s monopoly. The shift is not only aesthetic but economic\u2014mature consumers, long underserved, reward brands that see them clearly.<\/p>\n

Indian Context<\/strong><\/h3>\n

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.<\/p>\n

Of course, there are exceptions. Sabyasachi Heritage Jewellery has experimented with older models in editorial shoots, though rarely as campaign faces.<\/p>\n

Tribhovandas Bhimji Zaveri (TBZ), with its \u201cHeirlooms of Tomorrow\u201d 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.<\/p>\n

Against this backdrop, Johar\u2019s decision to rope in Aman feels radical, as she is the very embodiment of aspiration in the campaign.<\/p>\n

Buying Behaviour Supports the Shift<\/strong><\/h3>\n

The commercial rationale is sound. Older consumers prioritise heritage, craftsmanship, and authenticity. They often seek bespoke or investment pieces\u2014precisely 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\u2019s buying behaviour: fewer purchases, but more meaningful ones.<\/p>\n

As Johar himself notes, individuality\u2014not conformity\u2014is the rarest luxury. When linked to women who have lived visibly, that individuality becomes jewellery\u2019s strongest story.<\/p>\n

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\u2019s campaign is both a business calculation and a quiet manifesto against ageism.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tyaani \u00a0Jewellery\u2019s latest campaign, \u2018Forces of Tyaani\u2019, fronted by Bollywood veteran Zeenat Aman, reinforces the adage \u2018Old is Gold\u2019, 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\u2019s \u2018Forces of Tyaani\u2019 campaign. In the…<\/p>\n","protected":false},"author":10,"featured_media":33453,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[99,104],"tags":[],"thb-sponsors":[],"class_list":["post-33452","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design","category-features"],"acf":[],"yoast_head":"\nZeenat Aman and Tyaani\u2019s Rebuff to Ageism - Solitaire magazine is a International jewellery magazine - India\u2019s leading B2B gem and jewellery magazine<\/title>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<meta name=\"googlebot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta name=\"bingbot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gjepc.org\/solitaire\/zeenat-aman-and-tyaanis-rebuff-to-ageism\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zeenat Aman and Tyaani\u2019s Rebuff to Ageism - Solitaire magazine is a International jewellery magazine - India\u2019s leading B2B gem and jewellery magazine\" \/>\n<meta property=\"og:description\" content=\"Tyaani \u00a0Jewellery\u2019s latest campaign, \u2018Forces of Tyaani\u2019, fronted by Bollywood veteran Zeenat Aman, reinforces the adage \u2018Old is Gold\u2019, 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\u2019s \u2018Forces of Tyaani\u2019 campaign. 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