Bollywood megastar Shah Rukh Khan has officially been unveiled as the brand ambassador for Candere, the contemporary lifestyle jewellery label from the House of Kalyan Jewellers.

The announcement, which accompanied the release of a sleek new campaign, had many fans and entertainment portals wondering if the superstar had forayed into the jewellery business himself.

However, setting the record straight, the brand’s announcement confirmed Khan’s association as purely ambassadorial, with no mention of ownership or investment. This effectively puts to rest the rumours that suggested Khan had either launched his own jewellery line or entered a business partnership with Candere.

The association marks a strategic milestone for Candere as it aims to expand its national footprint and connect more deeply with India’s style-forward youth. Known for its blend of accessible luxury and modern aesthetics, Candere sees Khan’s universal appeal, timeless charm, and contemporary style as a perfect fit for its evolving brand identity.

“Shah Rukh Khan represents the spirit of self-expression and individuality that lies at the heart of Candere. His enduring charisma and ability to connect with audiences across generations make him the ideal face for the brand,” the company said in a statement.

Though fans briefly believed that King Khan might be stepping into the jewellery entrepreneur space, sources close to the development confirmed that the actor’s role is limited to brand representation only. He will front Candere’s digital and retail campaigns, helping the brand reach broader consumer segments — especially millennials and Gen Z.

The upcoming campaign, which will be rolled out across media platforms soon, is set to showcase Khan in a new avatar — blending sophistication with personal storytelling, aligning with Candere’s vision of jewellery as a statement of style, sentiment, and individuality.

For now, while Shah Rukh Khan may not own Candere, his collaboration ensures that the brand shines brighter in the spotlight — and his fans can look forward to seeing him sparkle, quite literally, in his latest role.