Zoya’s Ambassador Sonam Kapoor On Indian Craftsmanship & Celebrating Women

With the luxury atelier celebrating 15 years in the industry, Zoya plans to strengthen its presence in the luxury diamond market further. And roping in Sonam Kapoor Ahuja as its ambassador last year was just the right step in cementing this goal. The actress effortlessly blends modernity and love for traditional craftsmanship with celebrating the authentic self, representing the ethos of the brand.

Excerpts:

What drew you to Zoya to become its brand ambassador? How do you see this partnership underscore a synergistic approach to style and India’s rich tradition?

Zoya and I go back a long way. We share a fierce pride in India’s tradition of artistry and craftsmanship and a desire to showcase its beauty to the world. Zoya’s pieces are meaningful symbols of wearable art that celebrate women authentically being themselves. That is a powerful message, one that I resonate with. 

Redefining the way fine jewellery is experienced through meaningful pieces of wearable art, how does your association with the 'My Embrace' collection celebrate the women of today and encourage them to embrace their true selves?

Zoya’s 'My Embrace' celebrates a woman’s unapologetic acceptance of who she is. The design is inspired by the idea of a self-hug. Each piece inspires women to embrace their true selves and feel empowered by the pieces they wear. It’s an autograph collection – so as unique as it is lovely!

In your opinion, how does a brand ambassador contribute to the mission and vision of a brand? With the numerous debates around, has its role become more important than ever?

In today’s world, consumers value authenticity and like brands that build a genuine connection. So, it works when ambassadors align with the brand’s values as well. Zoya has been doing this over the last 15 years - inspiring a world of women who are comfortable in their own skin. I like that. 

The space of celebrityhood that was essentially dominated by actors, sportspeople, musicians, etc., is now witnessing an increased proclivity towards influencers. What is your opinion on this? How do you see the role of influencers pan out in the entire ecosystem? 

It depends on how brands use their influence to amplify their message and reach diverse audiences. It’s about finding the right balance and synergy irrespective of who it is. 

You represent several brands as their ambassador. How do you ensure genuineness and stay true to each of their requirements and your responsibilities?

I associate with brands that resonate with my personal values and aesthetics. I make it a point to deeply understand each brand’s ethos and work closely with them.

In what ways has your association with Zoya aligned with your personal beliefs and interests? How have you, as an ambassador, reaped the benefits from it?

As an ambassador, I’ve had the opportunity to be part of Zoya’s inspiring campaigns and initiatives that celebrate women and their stories. This collaboration has enriched my journey by allowing me to represent a brand that mirrors my values and interests.

What are your personal favourites from the collection? 

The ‘My Embrace’ signature bangle is just beautiful and it's already becoming an iconic symbol of self-love and acceptance. 

Soumya Sehgal Bhutani

BW Reporters Soumya is the Senior Editorial Lead at BW Marketing World. She extensively writes on the Indian media, marketing and advertising ecosystem in India.