Who says only women love to sparkle? Just give a quick look at Mahendra Singh Dhoni—as he flaunts a platinum bracelet for the launch of a special collection for Men of Platinum, a line of platinum jewellery designed and marketed by the Platinum Guild International (PGI) India, late last year—and you’ll know what we are talking about. Featuring 15 meticulously crafted pieces in 95% pure platinum, the collection is engraved with the cricketer’s signature and serves as “a tribute to his journey and a testament to his greatness”.
The dazzling display of men’s jewellery doesn’t stop at Dhoni. Just a few days ahead of Dhanteras last year, Bollywood actor Kartik Aaryan took the glamour world by storm when he sported a chain and a bracelet as part of the promotional campaign for Senco Gold & Diamonds. The jewellery brand had signed up Aaryan as the brand ambassador for its men’s jewellery range, Aham, as “a natural fit for the confidence, individuality, and a modern yet rooted identity he has”.
Jewellery brands are increasingly shining the spotlight on male celebrities to market their products—whether it is a pendant, necklace, bracelet, ring or earrings—and urging customers to embrace jewellery as a personal style statement. As per Sujala Martis, director, consumer marketing, PGI India, such collaborations also help reimagine ‘celebrity associations’. “When someone like MS Dhoni wears platinum, it’s more than a style or design statement—it’s a character cue. Given his ‘icon’ status and the fandom that follows Dhoni, we were absolutely clear that this collaboration would reimagine ‘celebrity associations’,” she adds.
Joita Sen, director of Senco Gold & Diamonds, believes the right celebrity can drive trends, especially in a space like men’s jewellery, which is evolving fast. “Our decision to bring on a brand ambassador came from a desire to connect with a wider audience and revive the culture around men’s jewellery,” she says, adding: “Kartik Aaryan’s connection with the new-age audience makes men’s jewellery feel both aspirational and easy to relate to, helping people see themselves in the pieces he wears.”
Dhoni and Aaryan are not the only ones promoting men’s jewellery brands. In the past, actor Ranveer Singh had teamed up for luxury jewellery brand Tiffany & Co’s Tiffany Lock jewellery collection in India. Singh was seen wearing bracelets, rings in white gold and a Tiffany Atlas bangle bracelet on several occasions, including a store opening in New York.
Timeless charm
Jewellery brands like Kalyan Jewellers and Malabar Gold & Diamonds associate with male brand ambassadors for their cross-generational appeal. Bollywood star Amitabh Bachchan has been the brand ambassador of Kalyan Jewellers since 2012, while Anil Kapoor has been the face of Malabar Gold & Diamonds since 2019 owing to “his timeless charm, versatility, and strong connect with audiences across all age groups”.
“An acclaimed actor with a career spanning decades, Anil Kapoor embodies trust, excellence, and global appeal. His persona perfectly aligns with our commitment to quality, elegance, and cross-generational appeal, making him the ideal face to represent our legacy and vision on both national and international platforms,” says MP Ahammed, chairman, Malabar Group.
Jewellery has been a part of India’s cultural expression—even for men through history, rituals, or symbols of status and wealth, and men’s jewellery is no longer just a trend—it’s a powerful movement rooted in self-expression and brands catering to this market reflect the mindset of today’s evolving Indian man.
“In India, we always view jewellery as an investment, with an added bonus that it can be worn and flaunted. Indians tend to save and buy small pieces of jewellery through the year, so now there are opportunities for both men and women to purchase for themselves,” says Nisha Sampath, founder, Bright Angles Consulting, a marketing and brand consulting agency, who has worked with World Gold Council, Platinum Guild, and other D2C jewellery brands.
“The discerning, young urban man in the 25-40-year demographic has been embracing emerging value sets. Men’s jewellery is today one of the highest growth categories for us and contributes a significant portion of all platinum jewellery consumed in the market today,” adds Martis of PGI India.
Global appeal
Globally, David Yurman, America’s foremost luxury jewellery brand, unveiled its Spring 2025 Chevron campaign, starring acclaimed actor, director, producer, and global brand ambassador Michael B Jordan, earlier this year. Yurman’s partnership with Jordan began in Spring 2024 with the launch of the brand’s first-ever men’s high jewellery collection, The Vault.
Similarly, Gucci has named member of the South Korean boy band BTS, Kim Seok-jin or popularly known as Jin, as its global brand Ambassador, who has been seen wearing silver jewellery while attending the Gucci Spring Summer 2025 & Gucci Fall Winter 2025 fashion shows.
Even as men’s style has evolved beyond the typical watch and wedding band to a bold fashion statement, today, it is common to see men wearing flamboyant brooches, stacking rings, pearl necklaces and diamond chokers with elan. “Look at Timothee Chalamet wearing Cartier, Harry Styles with his signature necklaces, or A$AP Rocky fusing high fashion with his antique ancestral pieces. They are not wearing jewellery but a narrative,” says Mohit Nakra, assistant professor, fashion styling & image design, Pearl Academy, Bengaluru.
Global brands like Ambush’s gender-neutral designs, Cartier’s Juste un Clou, and Tiffany & Co’s unisex lock bracelet, Indian brands like Outhouse, Mishu, and Bhavya Ramesh are creating gender-neutral or men-focused collections for the evolving consumer, adds Nakra.