Before something changes, there is a moment when the air seems different. The energy changes. You can feel it before anyone says a word – something bigger is coming. That’s exactly how it felt when GIVA fell silent.

No comment. No teaser. A brief pause that felt intentional, as if the brand was catching its breath. And then when the reveal finally came, it did not disappoint.

A new face. A fresh campaign. A new era.
She strolled in wearing silver jewellery, with a confidence that doesn't need an intro but gets one anyway. And just like that, GIVA had a next chapter.
Kriti Sanon was here ...

For a brand that has built its identity on silver jewellery for women who refuse to be ordinary, the choice made perfect sense. Kriti was not the kind of person who wore jewellery. She wears conviction: She wears the persona. She has a nonchalance about her that makes everything she wears look like it was made for her.

This is the story of what happens when a brand that believes in expression meets the person who lives it. 

A New Chapter After An Incredible Journey With Anushka Sharma

But before this new chapter can begin, it is worth a moment to pay tribute to what came before. The three years of association with Anushka Sharma has been truly transformational for GIVA. Her presence brought a quiet elegance and credibility that helped to elevate GIVA’s positioning, especially as the brand expanded into Heer by GIVA, its lab grown diamond and gold line.

Heer got a foothold in the luxury segment thanks to Anushka’s involvement. She carried the brand’s story forward with grace and sincerity and helped build trust with audiences across the length and breadth of India. That trust was a great foundation for all that followed.
More: Read how Anushka Sharma played a role in shaping Heer by GIVA
With Kriti stepping in now, GIVA is not walking away from what it built. It is building it, with a new voice, a new energy, and a new audience to connect with. 

Read more: Discover how Anushka Sharma helped shape Heer by GIVA's journey 

Why Kriti Sanon Chose GIVA

Some of the most powerful collaborations are born from true belief. That’s just what we have. Kriti has been vocal about the reasons she said yes and her words really matter.

“It was never just the jewellery that attracted me to GIVA, it was the belief behind the brand. Right from the beginning GIVA understood something that most miss. That young India doesn’t want to be dressed, they want to express. And for that GIVA has developed a language. When we started talking about partnership, I was already a huge believer in the vision. I’ve seen this brand build real trust, real love and I wanted to be part of what’s next.”

That speaks volumes. Kriti Sanon’s jewellery sensibilities have always veered towards pieces that feel personal and intentional. And GIVA is all about designing silver jewellery for women who know exactly who they are and what they want to say with what they wear.

The trust she speaks of is not by accident. GIVA has spent years showing up for a generation of women who weren’t getting their share of the high-end jewellery market, or the generic mass market. The brand found the middle space and held it and grew it. Kriti saw that." She wanted in.

Kriti's Active Role Beyond Being the Face of GIVA

What makes this association even more interesting is that Kriti is not merely a face for a campaign. She brings genuine creative energy to the table, and the brand is listening.

Style and Self-Expression

Kriti is always known for her daring fashion choices. She’s not playing it safe, and that quality is instantly valuable to a jewellery brand trying to push past predictable aesthetics. The way the silver jewellery for women in this collection is styled is defined by her input on what combinations feel fresh, how pieces are styled, and what a modern Indian woman actually reaches for in her wardrobe.

Injecting Youthful Storytelling into Jewellery

Apart from styling, Kriti adds in ideas about storytelling. How does a jewellery brand speak to a 25-year-old Bengaluru girl who is creating her own identity bit by bit? Kriti, who has carved a career on her own terms, gets this intuitively. She brings that lived understanding into the storytelling of campaigns and how brands communicate.

Design Inputs Inspired by Modern India

Modern India is layered. It is deeply rooted in tradition and equally hungry for something new. Kriti's design perspective reflects this tension beautifully. She is drawn to pieces that honour heritage without being bound by it, which makes her an ideal creative collaborator for a brand navigating exactly that space.

Style Sealed in Silver: A Collection for Young India and Sri Lanka

The campaign at the heart of this partnership carries a thought that captures the mood perfectly: Style Sealed in Silver. It is vibrant, it is fun, and it is completely wearable.

This is silver jewellery that does not ask you to dress up for it. It shows up for you wherever you are. A silver necklace worn over a plain white tee. A silver bracelet stacked with other pieces on a casual Tuesday. A silver chain layered under a kurta before a family lunch. These are the small, personal moments that GIVA is designing for.

The collection targets young women across India and Sri Lanka who want silver jewellery for women that moves with them through every version of their lives.

Read more: Best silver bracelet designs for women 2026 

New Designs That Are Like Extensions Of The Personality

Treat jewellery as an expression not an accessory. That’s the thinking behind each new design in this series.

Everyday Styling With Silver Rings

You don’t need a special occasion to give a woman a silver ring. The new ring designs in this collection are made for everyday wear. Stackable, detailed and personal enough to feel like they were made just for you.

Statement Earrings and Necklaces

Silver earrings have always been a powerful statement. The new designs range from sculptural hoops to delicate drops to anchor a look whether you’re dressed up or down. It’s the kind of combo that looks effortless but thoughtful, with a silver necklace that hits just right. 

Subtle and Meaningful Silver Pendants

Not all pieces need to be loud. The silver pendant designs in this range understand that restraint speaks volumes. Small, precise and meaningful pieces for women who speak softly, but clearly.

Chains and Silver Bracelets for Everyday Wear

Silver bracelets are usually the first thing a woman puts on in the morning. The new range is an easy and exciting choice. The collection’s silver chain styles provide versatility across necklines and styling options from one layered piece to a stacked story.

Small Details That Make An Outfit

Sometimes the smallest parts do the heaviest lifting. A silver nose pin with fusion looks and kurta sets adds personality without any effort. An anklet in silver that catches the light as you walk is the kind of detail that makes an outfit feel complete in a way that is impossible to miss, but hard to explain. 

Read more: Pearl Jewellery Trend 2026: Types & Styling Tips  

Reimagining Tradition with Modern Silver Jewellery

Some pieces are more meaningful than others. One of them is the silver mangalsutra. GIVA’s take on silver mangalsutra is not a break from tradition. It recontextualises it. The designs allow modern women to honour the sentiment behind the piece, but wear something that feels current and personal to them.

This is where the design philosophy of GIVA gets interesting. “The brand is not trying to replace tradition. It is giving a new language to tradition. A silver mangalsutra can be simple, stylish and very meaningful all in one. That’s the kind of design thinking that appeals to a generation that clings to values but rejects hard conventions. 

Pieces That Make the Heart Sing A Peek Inside GIVA’s New Ad Campaign

The new campaign film breaks away from the previous ones in the best way possible. While past campaigns have relied on aspirational narratives and heavy on script storytelling, this one is lighter on its feet.

The energy is fun and positive. The storytelling relies on the audience feeling rather than thinking. There is movement, there is colour. There is joy. Pieces That Make the Heart Sing’ is more than a tag line. It’s a tonal bridge between the GIVA that built up the audience’s trust, and the GIVA who is ready to have a little more fun with them now.

This change does not undo what was before. It builds it. And the campaign feels alive in a way that suits the moment, thanks to Kriti’s natural energy in front of the camera. 

Check out Kriti’s Favourites in Silver jewellery now. 

More Than Jewellery, A Form Of Self Expression

GIVA has always been in the business of expressing. This new chapter amplifies that mission with a louder voice and bolder palette. Kriti Sanon is the face of this evolution and adds her own confidence and individuality to a brand that has spent years building its own.

Jewellery is not worn any more. It’s your being there. It's the first thing people see, and the last thing you take off after a long day. GIVA understands this, Kriti understands this.

The latest chapter in GIVA is all about jewellery that feels personal – be it a silver layered necklace over a casual outfit, a silver ring for women worn simply on its own, silver earrings to anchor a no-makeup day or a playful silver anklet to add personality to every step. That feels deliberate. That’s you. 

FAQs

Who is the new brand ambassador of GIVA? 

Kriti Sanon is the new brand ambassador and face of GIVA. She joins the brand as part of a fresh chapter following GIVA's successful three-year partnership with Anushka Sharma.

What types of silver jewellery does GIVA offer in the new collection? 

The new collection includes silver rings, silver earrings, silver necklaces, silver pendants, silver bracelets, silver chains, silver anklets, silver nose pins, and a modern take on the silver mangalsutra.

Is Kriti Sanon involved in the design process at GIVA? 

Yes. Kriti's role goes beyond being the face of the brand. She actively contributes her fashion instincts, storytelling ideas, and design perspective to the brand's creative process.

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Areema Chatterjee

Creative writer and storyteller, weaving tales that explore the depths of stories and experiences.