The celebrity jewellery brands behind modern Indian style

Long before handbags became status symbols and sneakers became collectibles, jewellery did most of the talking.

Look closely at miniature paintings from Rajasthan, murals from Kerala, or portraits of women in royal courts, and you can see it. Beauty was rarely described through clothing alone.

A silk sari might frame the figure, jasmine flowers might adorn the hair, but jewellery completed the image.

Necklaces rested against embroidered blouses, bangles climbed the wrists, nose rings caught the light, and gemstones said everything from status and region to personal taste. Jewellery was part of the story being told.

Centuries later, not much has changed. Jewellery remains one of the most personal expressions of style, often the first thing noticed and the last thing forgotten. It is perhaps no surprise then that some of India's most recognisable style personalities are designing pieces of their own.

Rather than simply wearing jewellery, celebrities are increasingly translating their tastes into collections that reflect how they see glamour, heritage, and modern dressing.

From Tamannaah Bhatia's everyday approach to fine jewellery to Masaba Gupta's playful maximalism and Karan Johar's contemporary take on polki, these are the celebrity-led jewellery labels hand-picked by editors on what modern Indian luxury looks like:

1. Tamannaah Fine Jewellery

For Tamannaah Bhatia, growing up around her family's jewellery business meant that gold, gemstones, and craftsmanship were part of everyday talk long before she entered the film industry.

After nearly two decades in cinema, she has owned a personal style that balances glamour with ease, the philosophy of Tamannaah Fine Jewellery. Designed for women constantly moving between work, travel, celebrations, and everyday life, the collection focuses on sculptural forms and versatile pieces that feel as comfortable with a crisp white shirt as they do with couture.

2. House of Masaba Fine Jewellery

Anyone familiar with Masaba Gupta's fashion universe will identify her jewellery instantly. Bold, playful, and unapologetically expressive, House of Masaba Fine Jewellery extends the designer's signature aesthetic into precious materials.

The collections combine gold, diamonds, and gemstones with contemporary motifs, proving that fine jewellery does not always have to follow traditional rules.

3. Jacarti by Preity Zinta

Preity Zinta's jewellery venture, Jacarti, is for those who embrace tradition while confidently defining their own paths. Created in partnership with Samara Punjabi and Priyavrata Mafatlal, the label combines classic Indian craftsmanship.

Crafted in 22-karat gold and natural diamonds, Jacarti's collections place equal emphasis on beauty and comfort.

The brand's signature designs include lightweight interpretations of traditional jewellery, such as jhumkas that retain their grandeur without the heaviness often associated with occasion wear.

4. Tyaani by Karan Johar

Karan Johar has long been associated with luxury, but his jewellery is all about making traditional polki jewellery easier to wear.

Founded with jewellery entrepreneur Shravan Satyani, Tyaani brings heritage craftsmanship through lighter silhouettes in 22-karat gold and natural uncut diamonds. The jewellery feels traditional without being limited to weddings and festive occasions.

5. Neelam Kothari Fine Jewels

Actor and entrepreneur Neelam Kothari turned her passion for gemstones into a luxury jewellery label that celebrates classic beauty.

Diamonds, emeralds, rubies, and other precious stones take centre stage in collections designed with longevity in mind to remain relevant for years, becoming part of a personal collection and, eventually, a family legacy.

6. Ekatra Jewels by Sussanne Khan

Known for her work in interior design and lifestyle, Sussanne Khan collaborated with Ekatra Jewels on collections that shows her signature aesthetic of effortless luxury and contemporary elegance. The brand has also attracted the backing of Ekta Kapoor, who entered the jewellery space as an investor in 2026.

Ekatra works with IGI-certified lab-grown diamonds, including Type II-A diamonds, with the philosophy that luxury jewellery should feel wearable, honest, and relevant to modern lifestyles.