Irasva Fine Jewellery and Shibani Akhtar launch ‘Isshō’ lab-grown diamond collection 

Irasva Fine Jewellery, in collaboration with Shibani Akhtar, has unveiled ‘Isshō’, a lab-grown diamond collection introduced through a self-aware and culturally reflective brand campaign.At the centre of the launch is a film that challenges conventional narratives and societal labels associated with modern women. Set across everyday moments, the campaign portrays Akhtar in familiar settings—reframing jewellery as an extension of identity rather than an occasion-led accessory.

Speaking about the campaign, Shibani Akhtar shares, “The campaign is playful and self-aware, it’s a pun on the perception of my life. We leaned into the labels and flipped them. It’s about owning your choices — love, ambition, success without apology.”

The name ‘Isshō’, meaning “together” in Japanese, reflects a broader philosophy that extends beyond relationships with others to include one’s relationship with oneself. The campaign highlights this duality, balancing independence with connection, and strength with softness.