How Palmonas is Redefining Everyday Jewellery Through Celebrity and Influencer Marketing

Discover how Palmonas, a leading demi-fine jewellery brand, uses celebrity endorsements and influencer marketing to boost brand visibility and customer trust. Learn how Shraddha Kapoor’s authentic connection and festive campaigns drive sales and engagement. Explore strategies for successful jewellery marketing in India’s competitive market.

In a world where fashion meets affordability, Palmonas has found its sweet spot. Founded in 2022 by Pallavi Mohadikar and Amol Patwari, Palmonas is a homegrown Indian brand that's making waves in the jewellery industry. As they are strategically positioned in the "demi-fine" jewellery category, they fill a niche between imitation jewellery and fine jewellery, producing classic items at a great price point that still provide quality, aesthetics, and durability.

However, Palmonas is not just about pretty pieces. It is about people, stories, and smart celebrity endorsement and influencer marketing.  By securing a popular and trusted person like Shraddha Kapoor as a co-founder instead of just a brand ambassador, and embracing the rise of influencer culture. Let's look into how Palmonas created an empire and how influencer and celebrity marketing helped facilitate this growth.

What is Demi-Fine Jewellery?

Demi-fine jewellery is a relatively new category that offers the look and feel of fine jewellery without the hefty price tag. It serves as a bridge between costume jewellery and fine jewellery. Most demi-fine pieces are crafted from sterling silver (92.5% pure silver) and are plated with thicker layers of gold, often 18k or 14k, making them more durable and long-lasting than costume jewellery. Compared to fine jewellery, which uses solid gold or platinum, demi-fine jewellery uses high-quality base metals and gold vermeil (gold plating) that provides the look of expensive fine jewellery, at an affordable price for everyone, while still being very stylish and sophisticated.

According to Future Market Insights, the global demi-fine or demi-precious jewellery market was worth $1,998.2 million in 2024 and will be valued at $2,711.5 million by 2034. Palmonas is a strong player in this rapidly growing market!

Palmonas: The Growth Journey

Palmonas began with a simple premise: create jewellery with elegance, affordability, and practicality for everyday wear. The owners briefly identified an opportunity in the jewellery category, in which, whether the customer opted for imitation jewellery wrapped in fancy packaging that did not deliver on quality or the resulting price of fine jewellery being too expensive for day-to-day wear, a middle-of-the-road alternative was needed. Demi-fine was the only option.

The company's deliberate focus on materials, including sterling silver and stainless steel with 18k gold plating, gave them pieces that were appealing as well as purposeful. As more products - necklaces, rings, bracelets, earrings, and modern mangalsutras - were made available, Palmona's popularity also began to swell. Palmonas is a funded company, with its first funding requirement starting on February 21, 2025. The company recently secured INR 1.26 crore on Shark Tank India Season 4 with investors Namita Thapar and Ritesh Agarwal. As a funded company with a net worth of approximately INR 2,100 crore.

Marketing Tactics That Made a Difference

1. The Role of Shraddha Kapoor

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Shraddha Kapoor’s involvement with Palmonas goes far beyond a typical brand deal. She was already a loyal customer when the founders approached her. Today, she is not only the face of the brand but also a co-founder with a 21% stake. Her authentic connection with Palmonas makes her endorsement feel more personal and believable. Shraddha wears Palmonas jewellery regularly and shares her love for the pieces through social media, interviews, and public appearances. There's even a special section on the brand’s website featuring her favourite picks. Her image, stylish, grounded, and loved by all age groups, perfectly aligns with the Palmonas brand. Her presence makes the jewellery feel trendy but also wearable for everyday life.

2. Celebrity Visibility Beyond Shraddha

Palmonas did not just stop with Shraddha Kapoor. Other celebrities, such as Janhvi Kapoor and Madhuri Dixit, were frequently seen in the brand's pieces. This visibility created credibility and allowed the brand to reach wider demographics in terms of age range and style range. These subtle but impactful appearances made it feel like Palmonas is a celebrity approved brand. That association with all those big names can go far in building trust and make customers feel proud to wear a piece that is from the brand.

Make your Brand Shine like Palmonas with Celebrity Sparkle!

3. Influencer Collaborations That Work

Influencers are very important to how Gen Z and Millennials find and trust brands, and Palmonas was able to tap into this space by working with creators who relate particularly to younger audiences. Since partnering with popular influencers, including Avneet Kaur and Allana, both influencers have included Palmona's jewellery in stylistic videos, as well as lifestyle posts, showcasing how Palmona's pieces are integrated into their everyday life. 

Rather than using advertising to promote Palmona's product, influencers developed content that focuses on everyday occurrences; for example, they created content on how to style a necklace to go to brunch, how to gift jewellery as a friend, and then also created a candid unboxing experience for a festive package. Influencer content like this made the brand more authentic and relatable.

4. Festive Campaigns and Seasonal Marketing

India is a festive country, and Palmonas had the foresight to take advantage of this fact. The brand launched special collections and campaigns around festivals like Raksha Bandhan, Valentine’s Day, Mother's Day, and Friendship Day. These campaigns often came with discounts, gifting bundles, and limited edition packaging, which encouraged gifting Palmonas to other people. This boosted seasonal sales and the brand gained new customers.

Want Your Brand to Shine like Palmonas? 

5. Collaborations That Just Make Sense

Palmonas believes in growing through community rather than competition. Instead of treating other brands as threats, it chooses to walk alongside them. These collaborations are thoughtfully chosen, aligning with brands that share a similar ethos, aesthetic, and audience. Whether it’s fashion, beauty, or lifestyle, Palmonas understands that when like-minded brands come together, the result feels natural, and meaningful to consumers.

Zouk x Palmonas

Zouk, known for its handcrafted and cruelty-free bags, teamed up with Palmonas for a festive giveaway campaign. The collaboration offered three lucky winners a chance to win statement jewellery pieces from Palmonas along with a stylish Zouk bag. It was a thoughtful pairing that combined accessories people love and actually use.

Blur India x Palmonas

During the Diwali season, Palmonas joined hands with Blur India, a clean beauty brand popular for its minimalist makeup. The #DiwaliWithPalmonasAndBlur campaign brought together two essentials, festive-ready jewellery and skin-loving makeup. Three winners received curated gifts from both brands, celebrating the festive glow in style.

Key Takeaways from Palmona’s Marketing Journey

• Authenticity wins: Shraddha Kapoor started as a genuine customer. Her real connection with the brand made her a natural fit. As a co-founder, her belief in the product built trust and authenticity.

• Smart placement matters: Celebrities and influencers wore Palmonas in real settings. From red carpets to brunch dates, the jewellery looked aspirational yet wearable. It struck a relatable premium tone.

• Festive marketing works: The brand aligned campaigns with key gifting moments. Valentine’s Day, Raksha Bandhan and others gave emotional reasons to buy. Gift boxes and offers added urgency.

• Relatable content drives trust: Influencers showcased the jewellery in daily life. From office wear to weddings, the pieces felt lived-in and real. That everyday appeal made the brand more approachable.

 Palmonas isn’t just selling jewellery; it’s creating an experience. By smartly positioning itself in the demi-fine jewellery space, using high-quality materials, and building trust through real people, be it Shraddha Kapoor or popular influencers, it has redefined how we look at everyday luxury. The brand’s journey is a clear example of how celebrity and influencer marketing, when done authentically, can create not just awareness but long-term customer love. As Palmonas continues to grow, it sets a shining example for homegrown brands aiming to blend beauty, affordability, and authenticity.

How Tring Can Help You Boost Brand Visibility?

• Celebrity Endorsements that Build Trust - Work with well-known celebrities who align with your brand to increase recognition and create stronger audience interest.

• Influencer Campaigns that Fit Your Audience - Partner with influencers who speak your customers’ language. We help you build campaigns that feel personal, natural, and relevant.

• Event Appearances that Create Buzz - Get celebrities and influencers to show up at your product launches, pop-ups, or events to build credibility and draw attention.

• End-to-End Content Production - From planning to the final cut, our production team helps you create high-quality content that tells your brand story clearly and effectively.