Bollywood actress Deepika Padukone Is Cartier’s newest brand ambassador. The brand is working to “broaden its reach among Indian consumers, both domestically and abroad,” as luxury market competition in India increases. The gem and jewelry sector in the country was reportedly valued at $79 billion last year, and the middle class “is growing fast.” More luxury jewelry brands are turning to young (BIPOC) talent to appeal to a new market, with Tiffany notably working with Beyoncé and Jay Z “to reposition the brand as more modern and culturally relevant.” In addition to acting, Padukone is also the founder of Live Love Laugh Foundation which works to destigmatize mental health issues in India, and has been on Time magazine’s 100 most influential people in the world list—twice. (Business of Fashion)
