Ivana Jewels, a lab-grown diamond jewellery brand, has announced actress Mouni Roy as its brand ambassador.
To mark this association, the brand has launched its first television commercial, featuring the actress. The campaign carries the message – “See it. Wear it. Believe it”, showing Ivana’s aim to make jewellery more about style, confidence, and self-expression.
The TVC moves away from the usual claims about lab-grown diamonds and instead, focuses on details that customers really look for today – design, individuality, and the joy of wearing jewellery that feels personal. Shot in a behind-the-scenes format, the TVC features Mouni Roy refusing scripted lines and inviting people to “see for yourself,” highlighting Ivana’s craftsmanship and customer-first approach.
This collaboration aims to connect with a new generation of jewellery buyers who value individuality over convention. With Mouni as the face of the campaign, the brand bridges glamour with authenticity, ensuring the message resonates with both aspirational and everyday consumers.
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,” said the brand spokesperson. “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.”
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.”
