Smriti Mandhana is now a brand ambassador for Candere, the lifestyle jewellery label from the House of Kalyan Jewellers. The Indian cricketer joins Shah Rukh Khan as the face of the brand, which announced the appointment on June 27.
Mandhana, a left-handed batter, has become one of the best-known sporting personalities in India as women’s cricket enjoys what Indian Television calls unprecedented popularity. Candere said her image of consistency, authenticity and confidence fits the label it is trying to be: jewellery as part of personal style, not something kept for weddings and festivals.
“We are delighted to welcome her as the face of Candere alongside Shahrukh Khan,” said Ramesh Kalyanaraman, Director of Candere. “Together, they reflect the diversity of today’s India and the many ways consumers express themselves.” He added that her influence reaches well beyond the cricket field, and that she stands for a generation that values ambition, authenticity and confidence.
Mandhana said she was delighted to join a brand that understands what today’s shoppers like. She wears jewellery every day. “It’s a part of my personal style and often the finishing touch that makes me feel like myself,” she said.
With Khan and Mandhana fronting its campaigns, Candere is putting two people from different worlds side by side. The pairing comes as brands turn more often to women athletes to reach younger, lifestyle-minded buyers, and as competition grows in India’s organised jewellery market. Candere is aiming to expand in the lifestyle jewellery segment.
