GIVA has appointed actor Anushka Sharma as the face of Heer by GIVA, its gold and lab-grown diamond jewellery brand, and launched a campaign titled ‘For You, Forever’.

The campaign focuses on self-expression, individuality and self-purchase, presenting jewellery as a personal choice rather than something associated exclusively with special occasions. The campaign film uses poetry and storytelling to explore themes of self-love and gifting oneself.

Ishendra Agarwal, Founder, GIVA, said the association with Sharma, who has previously been associated with GIVA, would extend to the brand’s premium jewellery segment. He added that Heer by GIVA aims to move beyond occasion-led jewellery towards pieces that hold personal meaning for consumers.

Anushka Sharma, actor and film producer, said the brand’s focus on individuality and personal choice was central to her association with it. She described jewellery as a form of self-expression and a symbol of self-love.

Launched in 2025, Heer by GIVA offers lab-grown diamond jewellery set in 14K and 18K gold. The brand initially followed an online-led model before expanding into physical retail with its first dedicated store in Bengaluru in March 2026.

The campaign forms part of the brand’s efforts to position gold and lab-grown diamond jewellery for everyday wear and personal milestones, while encouraging consumers to view jewellery as a purchase for themselves.