GIVA Expands Customer Offering with Return of Jewellery Exchange Program

Jewellery retailer GIVA has relaunched its jewellery exchange campaign, 'Artificial Do. Silver Lo', across its network of more than 350 exclusive brand stores nationwide.

The month-long initiative, running from June 12 to July 12, 2026, enables customers to exchange old jewellery pieces and receive a flat Rs 500 voucher for every item exchanged. These vouchers can be redeemed on purchases from GIVA's silver and gold jewellery collections. As part of the offer, shoppers can avail discounts of up to 35 percent on silver jewellery and 5 percent on gold jewellery.

To amplify the campaign, GIVA has unveiled a digital advertisement featuring brand ambassador Kriti Sanon. The campaign showcases the exchange process and encourages consumers to convert unused jewellery into shopping benefits through the exchange programme.

The move builds on the success of the initiative's previous edition, during which GIVA said it collected over five lakh old jewellery pieces within 20 days. The company added that more than 40,000 customers participated in the programme across 300 stores last year. For this year's campaign, GIVA has enhanced the exchange value significantly, increasing the voucher amount from Rs 200 to Rs 500 per jewellery piece exchanged.

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."

Beyond customer benefits, the initiative is designed to support responsible jewellery reuse and disposal, giving consumers a chance to exchange old pieces for newer designs.