Mumbai: Ivana Jewels, one of India’s fastest-growing lab-grown diamond jewellery brands, has announced actress and entrepreneur Mouni Roy as its brand ambassador. To mark this association, the brand has also unveiled its first-ever television commercial (TVC), carrying the message “See it. Wear it. Believe it” – a reflection of Ivana’s focus on style, confidence, and self-expression.
The TVC breaks away from conventional lab-grown diamond narratives, moving beyond product claims to focus instead on design, individuality, and the joy of wearing jewellery that feels personal. Shot in a behind-the-scenes format, the film features Mouni Roy refusing scripted lines and inviting audiences to “see for yourself,” spotlighting Ivana’s craftsmanship and customer-first philosophy.
Commenting on the association, Ayushi Jindal, Co-founder of Ivana Jewels, said, “Mouni Roy represents the modern woman who values authenticity and individuality, which are also the values at the heart of Ivana Jewels. With this campaign, we want to focus on what matters to customers: jewellery that feels personal and is easy to wear. Mouni’s journey from television to films reflects the confidence and style our brand stands for, making her the right choice as we expand across India.”
This collaboration is aimed at connecting with a new generation of jewellery buyers who place individuality above convention. With Mouni Roy as the face of the campaign, Ivana Jewels hopes to bridge glamour with authenticity, ensuring the brand resonates with both aspirational and everyday consumers.
Sharing her excitement, Mouni Roy said, “I’m truly excited to join hands with Ivana Jewels as their brand ambassador. What I love about Ivana is how their jewellery is designed to feel personal and real, not just for special occasions but as a part of everyday style. Each piece allows you to express your individuality while enjoying the beauty and craftsmanship that goes into it. This campaign is all about celebrating confidence, authenticity, and the joy of wearing jewellery that truly belongs to you, and I’m proud to be part of this journey.”
Surat-based Ivana Jewels, known for its lab-grown diamond and Polki jewellery, is rapidly expanding its footprint across India. The brand is strengthening its business with a wider product range, enhanced customization, and personalized services. With lab-grown diamonds gaining mainstream acceptance among modern buyers, Ivana is leveraging this shift by offering jewellery that blends innovation, design, sustainability, and accessibility.
