Shaya by CaratLane focuses on unisex silver jewellery

Silver jewellery brand Shaya by CaratLane is focusing on unisex jewellery in 2024 to connect with young shoppers. The brand aims to show silver jewellery in a new light and has partnered with Bollywood celebrity Sunny Kaushal to showcase its new outlook. 

By pivoting to unisex jewellery, Shaya by CaratLane aims to appeal to Gen Z shoppers who increasingly embrace a more fluid take on gender in fashion, the brand announced in a press release. Kaushal has modelled a number of designs from the brand’s new unisex collection, styled with a mix of flamboyant traditional wear for a modern, fusion style. 
 
“In 2024, when both fashion and self-expression aren’t dictated by gender norms, Shaya by CaratLane brings forth authentic silver jewellery for the bold and confident,” announced the brand in a press release. “Especially in India, silver jewellery was never limited to women and in fact has been worn by men time and again. Breathing fresh air to oxidised and fine silver jewellery, Shaya is the bold and edgy counterpart of CaratLane that provides a plethora of glam and understated silver bijouterie in a newfound appeal.”

Designs in the unisex collection include the ‘Enchantment Ring’ and the ‘Wonderment Ring’. The line takes traditional motifs and reimagines them as smaller, everyday pieces. 
 
Shaya by CaratLane retails from CaratLane’s e-commerce store as well as retail touch points across India. The brand specialises in fusion style jewellery for everyday wear.