When Taylor Swift dropped her new album The Life of a Showgirl, the internet quickly lit up with more than just the music. One striking detail stood out: she wore a bold jewellery piece by the London-based, Indian-rooted label Anayah Jewellery. The choker, part of the brand’s “Basbas” collection, now feels like a symbol of how Indian craftsmanship is finding its place on the global red carpet. The look became an instant sensation across social media platforms, with fans and fashion enthusiasts analysing every detail of her outfit. Taylor’s choice wasn’t just about glamour; it was a moment that blended artistry, heritage, and star power, placing Anayah Jewellery firmly in the global spotlight.
A Moment of Surprise and Celebration
For founder Nilofar Jaques, the moment came without warning. In a recent interview, she admitted she wasn’t expecting a superstar like Taylor to wear her piece. She said she did not sleep that night when she saw the photo hit her inbox. It was a moment of disbelief mixed with pride, the kind that every designer dreams of but few get to experience. The Basbas choker is a statement piece, big, bold, and layered with sparkle. Taylor also wore striking ruby-lined earrings also from Anayah’s collection for another look in the album, creating looks that were both retro and timeless. Nilofar’s team, spread between London and India, celebrated the achievement with a sense of shared victory, knowing it represented years of hard work and creative vision.
More Than a Celebrity Endorsement
Taylor is not the only name in Anayah’s growing roster. From Doja Cat to Raye and from Lisa of Blackpink to Hollywood icons, the brand has drawn attention for its unapologetic sparkle and cultural roots. Indian stars like Kareena Kapoor Khan and Sara Ali Khan were spotted wearing Anayah before global stardom came knocking. It demonstrates how the brand established itself domestically prior to expanding abroad. The arc of the brand’s history fits into a larger fashion trend of global stars embracing work by designers working beyond the Western world. More than just celebrity endorsement, it reflects a shift in a broader cultural context where Indian ideas are being recognized as luxury on a global scale. At the same time, this is an advert of fashion as glamorous and a vehicle of meaning, where the stories of cultures and creativity flow through borders.
The Craft Behind the Glamour
What sets Anayah apart is the combination of Indian craftspeople within a contemporary framework. Each piece has an aspect of traditional design, for example, kundan work and large motifs, but the materials are modern like cubic zirconia and a rich array of colours Stones. Nilofar Jaques, Anayah’s designer, moved from a banking career to design during maternity leave. A side project quickly became an International jewellery brand. A story of grit, evolution and confident creative intuition. Each of the collections stands strong at the cross-section of heritage and modern glamour. This balance of traditional craft and modern attitude has allowed Anayah to translate well across the spectrum of consumer from Bollywood actresses, to fashion stylists in Hollywood.
Why It Matters Now
In a world where luxury often equals legacy brands from Europe, Anayah’s rise marks a shift. It demonstrates that design and craftsmanship from India has the ability to participate in global conversations and enter pop cultural moments as well. The selection of the choker by Taylor’s team for a high-profile album release communicates deeply more than “just pretty jewellery.” It indicates the relevance, resonance, and overall runway-inspired selection of Indian-rooted craft. It also signals global fashion becoming more inclusive in its place and sources of influence. To Indian designers, this is a moment that indicates that their designs have power beyond certain borders and combine culture and couture brilliantly.
What This Means for Indian Design
Taylor’s choice will ripple across fashion pages and social media feeds, and it matters. It offers validation to craft-led labels, signals to stylists that Indian jewellery is fresh territory for global looks, and gives Anayah the kind of visibility that can shift not just aesthetics but perception. The brand’s story, built across generations and anchored in India, is rooted, bold, and the kind of story the fashion world loves right now. It also opens the door for other Indian brands to enter the global luxury market with confidence. That moment when Taylor Swift wore that piece wasn’t about the glitz; it was about merging the artistry, storytelling, and pride of a brand in a moment that would connect with audiences everywhere.
Final Sparkle
Taylor Swift wearing that Anayah choker was not just a wardrobe moment. It was an affirmation that Indian design matters on the world stage. In a world of fast fashion and fleeting trends, that piece of jewellery carries craft, story, and global ambition. For Anayah, and for Indian jewellery designers everywhere, it glistens like a promise kept. We will remember the partnership of Taylor Swift and Anayah Jewellery as more than a glamorous moment in fashion; it is a game changer for Indian artisans who dream of seeing their work recognized on the grandest stages in the world.
