Shaya by CaratLane focuses on unisex silver jewelry

Silver jewelry brand Shaya by CaratLane will focus on unisex jewelry in 2024 to connect with young shoppers. the brand aims to show silver jewelery in a new perspective and has teamed up with Bollywood celebrity Sunny Kaushal to show the new perspective of it.

By moving into unisex jewelry, Shaya by CaratLane aims to appeal to Generation Z shoppers who are increasingly embracing a more fluid view of gender in fashion, the brand announced in a press release. Kaushal has modeled several designs from the brand’s new unisex collection, designed with a mix of quirky traditional wear for a modern and fusion look.

“In 2024, when both fashion and self-expression are no longer dictated by gender norms, Shaya by CaratLane will present authentic silver jewelry for bold and confident people,” the brand announced in a press release. “Especially in India, silver jewelry was never limited to women and, in fact, has been worn by men time and time again. Breathing fresh air into fine, oxidized silver jewellery, Shaya is CaratLane’s bold and edgy counterpart, offering a wealth of glamor and understated silver jewelery in a new appeal.”

Designs in the unisex collection include the ‘Enchantment Ring’ and the ‘Wonderment Ring’. the line takes traditional motifs and reinvents them as smaller everyday pieces.

Shaya by CaratLane sells from CaratLane’s e-commerce store as well as from retail touchpoints across India. the brand specializes in fusion style jewelry for everyday wear.