Girl, You Shine Brighter Than Gold!

The 'modern woman' is a concept that we do not take lightly, and we love how slowly but steadily, women are owning themselves! It's not everyday that we see a brand send across a strong message of #womenempowerment- urging that girls step up and shine brighter than gold! Jos Alukkas, the brand makes some stunning jewellery has come up with a new campaign to promote #womenpower- stories of everyday superstars, including one big superstar, who kept shining bright, even when the world seemed against them. In the film, the women face such mountains in everyday life, simply to have the basic freedom that the opposite gender takes for granted. In each of their struggles, there is a deeper story of the same hurdles that generations of women have had to bear with. And this is something every woman and man needs to see and realise! 

Empowering, isn't it?

The film, through its multiple protagonists, is an ode to the ‘common’ woman. The ones we see all around us. They come from all walks of life, and yet they seem to all face the same kind of hurdles. They are the ones who are taught to be silent; be naïve; even, be afraid. Their voices are mostly stifled. Their opinions go unheard. Their freedom is the benevolence of others. So much so, that even the Supreme Court Of India on January 6 acknowledged that the value of homemaker’s work same as her husband's at his work, no matter they are rural or urban.

All of these ladies, led by Trisha, go on to express themselves in ways that they wish to. The world was theirs for the taking. The world even applauds. Their shine would not be suppressed. The 'shine' of the woman was used as the metaphor, drawing inspiration from gold itself, which shines bright even after it has gone through fire. The everyday fire that woman go through has always been the inspiration for the brand. And this, a salute! #shineon!

Love the motivation behind their pieces? Check out Jos Alukkas' jewellery collection to 'shine bright'!

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