Shanaya Kapoor on co-creating her jewellery brand Indinoor: “My vision is to create something for women who appreciate Indian craftsmanship”
Shanaya Kapoor is exploring a new role beyond films as a creator in the world of design. She has co-created Indinoor, a new jewellery brand from the House of Isharya, bringing a modern touch to traditional Indian styles.
For Shanaya, jewellery has always held personal meaning. Influenced by her mother’s designs and the role of fashion in cinema, she developed an appreciation for the emotional value of adornment. With Indinoor, she aims to offer women jewellery that blends Indian craftsmanship with a modern, playful, and wearable style.
“My vision is to create something for women who appreciate Indian craftsmanship but want pieces that are easy, fun, and fit effortlessly into their style jewellery you actually want to wear,” said Shanaya Kapoor. “We’ve grown up seeing jewellery locked away or worn only on special occasions. Indinoor changes that it’s about celebrating your style, choosing joy in the everyday, and making Indian jewellery truly your own.”
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At the heart of Indinoor is Shanaya’s guiding philosophy Jewels of Happiness. The collection reimagines polki, jadau, temple work, zircon, and more through bold chaandbalis, celebratory sets, and expressive designs crafted by master artisans. These aren’t heirlooms for vaults, but jewellery made to live in festive yet effortless, glamorous yet grounded.
Shanaya’s involvement in Indinoor goes beyond being its ambassador. She contributes to curating collections and guiding the brand’s creative direction. Each piece reflects her view that Indian jewellery can be inclusive, expressive, and personal.
“With Isharya, we’ve built a brand that customers trust and love in the modern Indian jewellery space,” said Gauri Tandon, co-founder of Indinoor. “But we saw a clear gap festive jewellery that still carried the glamour and craftsmanship we value, but in a way that feels effortless and current. When Shanaya and I spoke, the idea almost wrote itself. She instinctively understands her generation’s approach to style, and with Isharya’s backing, creating Indinoor together wasn’t just exciting it was inevitable.”
With Shanaya Kapoor at the creative helm, Indinoor offers jewellery that blends tradition with a modern touch, designed for festive occasions and everyday celebrations alike.
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