Swarovski partners with Ananya Panday to launch Diwali collection

By

Isabelle Crossley

Published
Oct 6, 2022

This festive season, jewellery brand Swarovski has partnered with Bollywood celebrity Ananya Panday to launch its exclusive Diwali collection in India. 

In her latest role, actress Ananya Panday stars in a campaign for Austrian founded business Swarovski wearing a selection of chunky gems and lightweight layering pieces. Swarovski has launched ‘Ignite Your Dreams’ as its festive campaign for the Indian market with Panday with the aim of engaging millennial and Gen Z shoppers who are looking for unique and wearable pieces.
 
“Diwali is a time when everyone comes together to celebrate the joyous light that guides us through the hardships of life,” said Panday about the collaboration, Elle India reported. “Not only do we celebrate this light, but we also radiate this light from within. Diwali also being the onset of a new year, I truly believe in bringing about a transformative energy, to explore and accept the other sides of me. Along with Swarovski, I urge you to transform your expression and follow your own rules, while remaining true to yourself.”

Jewellery in the festive collection includes chunky chokers, lightweight, glittering chains, and hoop earrings among others. The pieces are designed to be worn with anything from traditional to western to fusion wear and gems come in both yellow and white hues. Swarovski retails in India through a range of multi-brand stores as well as its dedicated e-commerce store.