Standalone diamond jewellery brand Candere is aggressively capturing the Gen Z and Millennial demographic by appointing cricket icon Smriti Mandhana as its brand ambassador.
This move marks a deliberate shift from traditional jewellery marketing toward a lifestyle-centric approach for younger, digital-native consumers.
Mandhana’s massive social media following and sporting success align perfectly with Candere’s vision of jewellery as everyday personal expression.
By joining forces with superstar Shah Rukh Khan, Mandhana helps brand Candere bridge the gap between aspirational glamour and authenticity.
Founded in 2013, Candere grew from a niche e-commerce startup to becoming a key subsidiary of the eponymous Kalyan Jewellers group.
Kalyan acquired a majority stake in 2017 in Candere and completed a 100% buyout by 2024 for INR 42 crore.
Revenue has scaled significantly, rising from approximately INT 1.1 crore in its early stages to INR 169 crore by fiscal 2025.
Competitors like CaratLane and BlueStone have also seen rapid growth, emphasizing the sector’s high-velocity move toward omnichannel retail models.
Managing Director T.S. Kalyanaraman noted that the brand explores “emerging market segments” through “lightweight, fashion-forward, and universally appealing designs.”
Mandhana stated that for her, jewellery is the “finishing touch” that defines style, reflecting the mindset of today’s youth.
With 124 physical stores operational, Candere is successfully converting its digital-first legacy into a formidable brick-and-mortar retail presence.
Editor’s Note
Candere’s evolution from a digital startup to a 124-store powerhouse is a masterclass in modern, data-driven brand positioning.
The 360% Q4 growth in 2026 confirms that data-backed digital-first strategies remain the gold standard for modern jewellery brands.
By aligning with Smriti Mandhana, the brand now taps into a highly engaged cohort that views accessories as extensions of identity.
As Candere scales, the role of expert guidance becomes vital for sustaining this high-growth trajectory against established digital competitors.
Advisory firm Miles2Go Consulting Services specialises in translating rapid expansion into long-term operational efficiency and sustainable market dominance.
Leveraging deep industry insights, they assist in navigating the nuances of the Gen Z and Millennial purchasing journey.
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