"The idea for this campaign came from my 12 year old son, Zubin. Our jewelry is a keepsake and can be passed on to daughters with a message on women's empowerment, making it a beautiful gift for life." says Zaveri. "Likewise, the conversation between mother/daughter is a life long message passed down to kids as they prepare to challenge gender expectations of life for themselves and others. The fact that my son came up with the idea is even more remarkable since while being a boy (and only child with no sisters), he appreciates the need for female empowerment - that is what really touches me."
Participants will be challenged to develop creative Instagram messages that question gender expectations, write them on a visible part of their body making it a personal commitment and post them to Instagram using the hashtag “#sukanwhynot?” and tag friends to join in by posting their own messages. The “WHY NOT?” campaign will run through May 8, when 10 participants will be randomly selected to receive a Sukan gift card.
Sukan is a modern luxury jewelry collection designed by Zaveri. All of the pieces are hand crafted by female artisans living in India. “At Sukan, modern female empowerment means being who you are and being financially independent,” explained Zaveri. “That is why all of our jewelry is made by female artisans in India. We want to help transform the lives of those artisans by making them less reliant on others for finances.” For further information, please visit www.sukanjewelry.com.