GIVA has announced the return of its jewellery exchange initiative, ‘Artificial Do. Silver Lo’, across more than 350 exclusive brand outlets nationwide.

Running from June 12 to July 12, 2026, the programme allows customers to exchange old jewellery pieces and receive a flat ₹500 voucher per piece, redeemable against GIVA's silver and gold collections. Customers can avail savings of up to 35% on silver jewellery and 5% on gold jewellery purchases.

To promote the initiative, the brand has launched a digital campaign featuring its brand ambassador, Kriti Sanon. In the film, Sanon encourages consumers to exchange their old and unused jewellery for GIVA vouchers, highlighting the simplicity of the exchange process.

The campaign returns after last year's edition, which, according to the company, collected more than five lakh pieces of old jewellery within 20 days and saw participation from over 40,000 customers across 300 stores. The voucher value has been increased from ₹200 to ₹500 per piece this year.

Commenting on the initiative, Anirudh Kudva, chief revenue officer, GIVA, said, "Last year's Exchange Fest far exceeded our expectations, with customers across metros, tier 1 and tier 2 cities responding to a simple value proposition: bring in jewellery you no longer use, and get meaningful value toward something new. This year, we're doubling down on that response with our highest-ever exchange value of ₹500 per piece, now available across 350+ stores nationwide."

The company said the initiative is also aimed at encouraging the reuse and responsible disposal of unused jewellery while offering customers an opportunity to refresh their collections.

Courtesy: Afaqs