Jewelchic.
Actor Radhika Madan has been named the face of Jewelchic, a new jewellery brand from Satva Gold that aims to make 9KT real gold a more familiar part of everyday dressing. Madan will lead the brand's upcoming campaigns as it begins its retail and digital rollout in India.
Satva Gold has entered the direct-to-consumer (D2C) market with Jewelchic, focusing on contemporary gold jewellery designed for regular wear rather than special occasions alone. Its collections are built around the idea of âEveryday Chic', with versatile pieces intended to complement different personal styles and routines.
The association with Madan comes as Jewelchic seeks to reach consumers who view jewellery as an extension of their individual style. The brand has opened its first store in Ahmedabad and plans to open two more showrooms over the next three months. It is also launching an e-commerce platform to serve customers across India, alongside assisted video-call shopping and personalisation options, including engraving.
Dhruv Shah, founder of Jewelchic, said Madan's association would support the brand's effort to present gold jewellery in a contemporary context.
"We are building Jewelchic around the proposition that real gold can be part of everyday self-expression, not just something people take out for important occasions. Our collections are designed with that shift in mind. Radhika's association will help us communicate this idea to a wider audience as we introduce a different way of thinking about 9KT gold jewellery," he said.
The brand is working towards building one of India's largest 9KT gold jewellery collections, with the ambition of making the category a mainstream choice for everyday wear. Satva Gold brings its jewellery manufacturing and supply expertise to the new consumer-facing venture.
Suhani Shah, co-founder of Jewelchic, said the campaigns would reflect the relationship between jewellery, personal taste and daily life.
"We want jewellery to feel like a choice people make for themselves, whether it is a subtle piece they wear to work, something they use to change the character of an outfit or a personalised design with sentimental value. Through our association with Radhika, we want to tell stories around these everyday moments and show how gold can complement different styles," she said.
Jewelchic's Ahmedabad flagship marks the start of its domestic expansion, with work underway for launching more stores and an e-commerce platform as it develops its presence in the Indian market. Its longer-term ambition is to take the brand to international markets.
