Shanaya Kapoor Launches Indinoor: A Brand for Women Who Value Indian Craftsmanship

Shanaya Kapoor Launches Indinoor: Rising star Shanaya Kapoor is stepping into a new role beyond cinema — that of a creator and storyteller in the world of design. Co-creating Indinoor, (Shanaya Kapoor Indinoor launch), a fresh jewellery brand from the House of Isharya, the rising Bollywood star brings her contemporary eye and youthful energy to India’s timeless traditions. (Indinoor festive jewelry brand)

Shanaya Launches Indinoor Jewelry with Modern Touch

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For Shanaya, jewellery has always been personal. Growing up around her mother’s designs and watching fashion shape narratives in cinema, she developed a (Shanaya Kapoor jewelry collection) deep appreciation for the emotional power of adornment. With Indinoor, she translates that instinct into a brand for women who love Indian craftsmanship but want pieces that are modern, playful, and easy to wear. (Shanaya Kapoor creative direction)

“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,” says 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, (Indinoor playful holiday pieces) choosing joy in the everyday, and making Indian jewellery truly your own.”

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, (Affordable luxury Indian craftsmanship) 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.

Her role in Indinoor goes far beyond being its face. From curating collections to shaping its tone of voice, Shanaya is deeply involved in the brand’s creative direction. Every piece reflects her belief that Indian jewellery should be inclusive, expressive, and reflective of one’s own story.

“With Isharya, we’ve built a brand that customers trust and love in the modern Indian jewellery space,” says 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 leading its creative helm, Indinoor is more than jewellery. It’s a new chapter for festive adornment — rooted in heritage yet alive in the present, crafted for every celebration and every shade of the modern woman.

FAQs

1. What’s Indinoor, and why is Shanaya Kapoor launching it?
   Indinoor is a new festive jewelry brand from the House of Isharya. Shanaya Kapoor co-created it to bring modern, wearable Indian craftsmanship to everyday style.

2. What’s the idea behind Indinoor's “Jewels of Happiness”?
   It’s a collection rooted in craftsmanship—polki, jadau, temple work, zircon—reimagined as expressive, light-hearted designs that celebrate individuality rather than staying locked in a vault.

3. How hands-on was Shanaya Kapoor in launching Indinoor?
   She wasn’t just the face of the brand. Shanaya shaped its creative direction—curating collections, setting tone, and making sure pieces feel effortless, joyful, and reflective of her generation.

4. What makes Indinoor stand out in the festive jewelry space?
   It fills a gap—the glamour of traditional Indian jewelry, but redesigned in a way that feels current, wearable, and fun. Think festive without the heaviness.

5. Who teamed up with Shanaya Kapoor to launch Indinoor?
   Gauri Tandon, co-founder of Indinoor and House of Isharya, partnered with Shanaya to bring this brand to life—combining trust, craftsmanship, and youthful energy.

6. What is the vision behind Indinoor?
   Shanaya’s goal is simple: bring Indian craftsmanship into everyday wear. No more hiding jewelry away—make pieces easy, fun, and true to personal style.

7. Which traditional styles does Indinoor draw inspiration from?
   The brand reworks classic Indian jewelry styles—like polki, jadau, temple work, and zircon—into fresh forms such as bold chaandbalis and festive sets.

8. What role does Isharya play in Indinoor?
   Indinoor is a new brand under the trusted House of Isharya. It inherits Isharya’s legacy of craftsmanship and blends it with Shanaya’s youthful sensibilities.

9. What does Indinoor aim to celebrate?
   It celebrates inclusive craftsmanship and personal expression. The idea: jewelry empowering daily joy, not just reserved for special moments.

10. How does Indinoor reflect Shanaya Kapoor’s personal style vision?
    Her belief is clear—Indian jewelry should be wearable, expressive, and part of who you are every day. Indinoor embodies that living philosophy.

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