MUMBAI, India — Bollywood filmmaker Karan Johar has ventured into the jewelry segment with the launch of his brand Tyaani Jewellery.
After posting picture hints on his Instagram handle, Johar, on Aug. 24, 2021, shared a video introducing his new venture.
“Attracted to shiny objects since forever, and now I have Tyaani! @tyaanijewellery,” he wrote alongside the video.
According to him, this venture is a natural extension of his creativity.
“As a filmmaker, and someone with creative vision, I naturally gravitate towards things that are aesthetically beautiful and seeped in our tradition,” he said.
“Moreover, in my line of work, I also have the advantage of interacting with different people, and I get a strong sense of the pulse of people, whether it is the movie-going audience or fashion-forward men and women worldwide.”
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With this new business, Johar aims to create a legacy brand for polki (uncut diamond) jewelry.
“They are jewels that beauty is made up of. That gloss and glamour and grandeur, it has the perfect element of shine, that polki is just stunning (sic)!” Johar said, adding that this Indian art form remains untapped.
“It represents India in so many ways, and to make it more accessible and wearable and more ‘today’ is actually the whole intent behind what we want to do at Tyaani.”
“I want to see a young woman sport chaandbalis (ethnic Indian earrings) with a classic black dress or drops with their jeans and T-Shirts. Literally, from the boardroom to brunch to bridal, it has to cover the entire gamut.”
“I wanted to create an online platform dedicated to polki jewelry that could reach people who wanted to shop from the comfort of their homes.”
“Also, this would make Indian jewelry available globally …. a young, dynamic brand, at par with global trends and way ahead of the fashion curve. Something that imbibes our classic values with an eclectic twist.”
The website of Tyaani features Bollywood actresses like Juhi Chawla, Kriti Sanon, Madhuri Dixit Nene, Aamna Sharif, and Janhvi Kapoor modeling for the brand.
Meanwhile, on the film front, Johar is busy helming “Rocky Aur Rani Ki Prem Kahani,” which stars Dharmendra, Jaya Bachchan, Shabana Azmi, Alia Bhatt, and Ranveer Singh.
In June 2021, Johar had launched the Yash Johar Foundation — named in the memory of his late father — to support the people associated with the entertainment industry. He took to his Instagram handle and shared the news.
“This has been a true labor of love… created in memory of my incredible father and to carry forward his legacy,” he wrote alongside the video. “I am proud to launch the Yash Johar Foundation, which has been set up with the aim to improve the quality of life for people in the Indian entertainment industry.”
(With inputs from ANI)
Edited by Ojaswin Kathuria and Nikita Nikhil
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