Zoya, the elegant diamond boutique from the House of Tata, has transformed the fine jewellery experience in India with its sophisticated pieces of wearable art and a luxurious, welcoming environment. The atelier unveils a striking new brand campaign featuring its ambassador Sonam Kapoor. The campaign highlights its signature collection, ‘My Embrace,’ an iconic range that pays tribute to the brand’s timeless muse – the Zoya woman. She enjoys self-discovery, finding joy in embracing every aspect of herself. Whether listening to music, journaling, or immersing herself in nature, she finds contentment in simply being.
Amanpreet Ahluwalia, Business Head of Zoya, shares, “At Zoya, we believe women should celebrate the joy of being themselves, regardless of the many roles they play. This collection captures the essence of Zoya, which means ‘alive’. ‘My Embrace’ symbolizes self-acceptance because you truly come alive when you embrace your true self and are comfortable in your skin.”
The collection includes 26 distinctive designs such as sleek bangles, bracelets, pendants, rings, and earrings, all crafted with exceptional skill, making each piece a coveted collector’s item. The collection’s emotional inspiration of self-embrace is realized through flowing forms and a harmonious blend of components in an engineering marvel. The standout piece of the collection is the ‘My Embrace’ bangle, featuring a pear-shaped diamond in a prominent setting, representing the emotional journey of self-acceptance and unity.
Creative Agency Spring Marketing Capital guided the campaign, building on past successes to celebrate each heroine’s love for her identity. “Zoya’s design philosophy, based on the shape of an embrace, is at the heart of the campaign. We’ve crafted it around life’s genuine, joyful, and simple moments, set against expansive outdoor settings as a blissful retreat. Collaborating with Sonam Kapoor allowed us to authentically portray her joy in spaces that resonate with the Zoya brand,” says Arun Iyer, Founding Partner, Spring Marketing Capital.
