In a powerhouse partnership, Mia by Tanishq and Lakmē
unite to redefine daily self-expression, blending fine jewellery and the Lakmē
9to5 Hya Beach Edit into the ultimate modern style ritual.
Mumbai : Mia by Tanishq and Lakmē today announced a
first-of-its-kind collaboration that brings jewellery and beauty together to
celebrate everyday style and sun-ready confidence. Centered on Mia's Sunkissed
Collection and the Lakmē 9to5 Hya Beach Edit, the partnership mirrors how the
modern Indian woman actually lives, experiencing beauty and style together
every single day, from the morning coffee run through the entire 9-to-5.
The collaboration launches with a curated,
influencer-led "summer styling stack" initiative. Creators across
fashion, beauty, GRWM, travel, and lifestyle verticals will share immersive
content showing how a sunkissed glow and effortless jewellery combine to shape
personal style and self-expression. The creative focus is warm, wearable, and
real; style cues that fit everyday moments, not just occasions.
The insight at the heart of this collaboration is both
simple and culturally powerful: today's young Indian consumer no longer saves
beauty and jewellery for weddings, festivals, or special occasions. She wears
both every single day as extensions of her identity, confidence, and
self-expression. Beauty and jewellery have historically existed in separate
conversations. This collaboration is the first time a jewellery brand and a
beauty brand have come together deliberately to own that everyday intersection,
anchoring it in real lifestyle moments from the morning coffee run to the
9-to-5 workday and beyond.
Commenting on the partnership, Shyamala Ramanan,
Business Head, Mia by Tanishq, said, "At Mia by Tanishq, we have always
believed that jewellery is not an embellishment for special days; it is an
extension of who you are, every day. Partnering with Lakmē, a brand that holds
the same philosophy at the heart of beauty, feels completely natural. Together,
we want to own the everyday moment where a sunkissed glow and effortless
jewellery meet, and inspire Indian women to show up for themselves, not just
for occasions."
Speaking about the collaboration, Ashwini Rao, Vice
President, Lakmē, added, "For the modern woman, style isn't a calendar
event; it's a daily reality. With the Lakmē 9to5 Hya Beach Edit, we wanted to
deliver that ultimate, skin-hydrating, sunkissed glow that stands up to the
daily grind. Partnering with Mia by Tanishq allows us to take that aesthetic a
step further, showing how our high-performance beauty range and their
effortless jewellery combine to elevate everyday styling and sun-ready
confidence."
Beyond the launch phase, the partnership has a roadmap
for cultural longevity. Over the coming months, Mia by Tanishq and Lakmē will
roll out a series of campaigns, activations, and collaborations, including
festive and holiday touchpoints, designed to keep the conversation alive around
everyday style and self-expression.