Over the last few years, celeb jewelry brands have expanded from niche ventures into full-scale style phenomena, redefining how customers engage in luxury, craftsmanship, and personal branding. From Bollywood icons to global superstars, several artists have plunged into the jewellery business-not just as endorsers but as founders, curators, and the creative force behind their labels.
Their influence extends far beyond glittering pieces into cultural impact, aspirational buying, and the developing relation of fame to entrepreneurship.
One of the most influential names in this space is Sonam Kapoor Ahuja, co-founder of Rhea Kapoor’s jewelry line Rheson, which often spotlights modern India through quirky, millennial-friendly designs. Her long-standing reputation as Bollywood's fashion authority adds instant credibility, allowing the brand to organically shape urban style conversations. Celebrities blur the demarcation between their personal style and commercial product when championing their designs. That means every public appearance is a subtle marketing narrative.
Another strong influence comes from Priyanka Chopra Jonas, who launched Sona, a New York–based jewelry label rooted in Indian heritage. With her global appeal and advocacy for cultural representation, the brand resonates deeply with diaspora audiences seeking contemporary pieces with emotional meaning. Celebrities like Chopra help bridge markets, allowing their brands to travel effortlessly across continents while boosting the global visibility of Indian craftsmanship. Their entrepreneurial choices often spotlight local artisans and sustainable sourcing, changing up consumer expectations of transparency and ethics in jewelry.
Similarly, internationally acclaimed musician Rihanna shook the world of Fenty Jewellery under her Fenty universe. A disruptor in beauty and fashion, Rihanna approaches jewelry with a penchant for bold, boundary-pushing aesthetics that buck tradition within the luxury realm. Translating her personal style into products that feel both premium and inclusive, she has been influencing global accessory trends, and chunky silhouettes along with statement pieces have become mainstream once more. When celebrities lead creative direction, their personal identity becomes the style template consumers adopt.
Closer to home, Bollywood actress Anushka Sharma co-owns NUSH Jewellery, a line that champions minimalism and affordability. Her approach reflects a shift in celebrity entrepreneurship—towards creating accessible luxury rather than aspirational distance. By offering pieces that appeal to college students, working professionals, and everyday wearers, Sharma’s brand shows how star power can democratise fashion. It also underlines a rising demand for “everyday gold” and subtle elegance in Indian markets.
Adding a distinctly flamboyant and design-forward perspective to this landscape is Karan Johar, whose brand Tyaani Jewellery has become a leading name in the world of polki and traditional Indian craftsmanship. Known for his unapologetically glamorous aesthetic, Johar brings a cinematic opulence to the jewellery space. Tyaani’s handcrafted polki pieces highlight India’s regal design heritage while modernising it for contemporary buyers. With Johar’s massive cultural influence—from films to fashion weeks—Tyaani benefits from a unique blend of legacy and pop-culture relevance. His entry into the jewellery world signals how male celebrities, too, are diversifying into luxury segments with strong creative identities
The influence of celebrity-owned jewelry brands extends well beyond the glamour of its founders. These brands drive trends, define aesthetics, and redefine high-end by making them personal, cultural, and more often than not, socially conscious. The buying pattern changes with their presence, since fans now associate jewelry with identity and not with just adornment. More importantly, they show an entrepreneurial modern truth: in an age where audiences look for authenticity, a celebrity's brand is worth as much as their star power-probably even more so.
