Fine jewellery brand GIVA has signed actor Kriti Sanon as both a strategic investor and brand ambassador, deepening its partnership with the National Award-winning actor as the company sharpens its focus on young Indian consumers and accelerates its next phase of growth.

The collaboration will extend beyond endorsements to include brand-building, collection design inputs and consumer engagement initiatives, the company said in a media statement yesterday.

The announcement follows the launch of GIVA’s ‘Style, Sealed in Silver’ campaign featuring Sanon, signalling what the company described as a long-term association. GIVA said the campaign reflects changing consumer preferences, with jewellery increasingly viewed as an extension of personal style and self-expression rather than an occasion-led purchase.

According to the company, GIVA is increasingly targeting a new generation of consumers looking for aspirational, design-led jewellery suited for everyday wear. The Bengaluru-based brand said it has built a strong connection with young Indian buyers through its expanding portfolio spanning silver jewellery, gold and lab-grown diamonds.

Founded in 2019 by Ishendra Agarwal and Nikita Prasad, GIVA said it entered the market with a focus on creating an organised player in the everyday fine silver jewellery category. Over the last six years, the company has expanded its omnichannel footprint to more than 300 stores across India and Sri Lanka.

Commenting on the partnership, GIVA founder Agarwal said Sanon resonated strongly with the brand’s target audience of confident and expressive young consumers. He added that her investment reflected a shared belief in the long-term potential of design-led fine jewellery in India.

Sanon said she was drawn to GIVA not just for its jewellery but for the conviction behind the brand. She said the company understood that young consumers wanted jewellery as a form of expression and added that, as an investor, she aimed to contribute through her instincts around fashion, storytelling and design.

The company said Sanon’s investment comes shortly after GIVA raised Rs. 530 crore in a Series C funding round led by Creaegis, with participation from Premji Invest, Epiq Capital and Edelweiss Discovery Fund.