MIJA’s Diwali Campaign: : MIJA, a contemporary lab-grown diamond and fine jewellery brand, is redefining fine jewellery for the modern Indian woman with pieces that blend timeless elegance and sustainable innovation. This Diwali, MIJA goes beyond sparkle and tradition with a moving new campaign titled “This Diwali, Gift a Diamond to the Woman Who Already Is,” celebrating women who shine with strength, grace, and brilliance in their everyday lives.
Every Diwali, the world glitters, diyas, lanterns, fireworks, diamonds. But MIJA believes the real sparkle walks among us. She’s the mother who never forgets anyone’s favorite sweet, the nurse who brings light to sleepless nights, the teacher who shapes futures, and the friend who always shows up. With this thought, MIJA set out to honour the true light of the festival, the women who quietly hold everything together.
As part of the campaign, MIJA surprised several remarkable women across India, including a nurse, a teacher, a policewoman, and a mother, with its Solitaire Direct Diamond Drilled Necklace from the Floating Diamond collection. The film beautifully captures their genuine emotions and heartfelt reactions as they receive this special gift, a symbol of their own strength and brilliance. The resulting video is a moving celebration of resilience, self-worth, and quiet joy.
At the heart of the campaign is MIJA’s Solitaire Direct Diamond Drilled Necklace, a minimalist, first-of-its-kind design in India. Featuring a single diamond suspended without prongs or metal settings, it symbolizes purity, strength, and effortless elegance, reflecting the qualities of the women it honours.
“This campaign is deeply personal to us,” says Kushal Shah, Founder of MIJA. “We wanted to move beyond traditional luxury and create something that truly honours women for who they already are. A diamond has always symbolized strength and timelessness — and this Diwali, we wanted to remind the world that these qualities already live within the women we love and admire.”
With this campaign, MIJA celebrates the everyday strength and grace of women, turning each solitaire necklace into a tribute to their quiet impact. By capturing authentic, unscripted moments across India, the brand honors the resilience, warmth, and poise that make these women truly remarkable. This Diwali, MIJA doesn’t just gift diamonds; it celebrates the women who already inspire, uplift, and illuminate the world around them.
