JB Insights
Ajio Luxe Wkend 2025
Luxury.. Opulence..Unlimited
The 5th edition of Ajio Luxe Wkend (ALW) held from January 10th to 12th, 2025, at Jio World Garden, BKC, Mumbai, was where bling was buzzing, opulence was overwhelming and a blitz of glam-n- glitz hit you right between the eyes. Ajio Luxe Wkend is a premier luxury event in India that brings together the best of fashion, beauty, and lifestyle.
The opening night, themed “The Gilded Hour,” featured a stunning jewellery showcase by TYAANI JEWELLERY by Karan Johar, with Sidharth Malhotra as the showstopper. Special ramp walks by Farah Khan and Karan Johar, showcasing his brand’s designs, added extra glamour to the event.
Curated by celebrity stylist Anaita Shroff Adajania, the showcase spotlighted TYAANI’s modern interpretations of traditional uncut diamond jewellery. Karan Johar wore a long gold necklace paired with emerald brooches, while Sidharth Malhotra dazzled in TYAANI’s iconic diamond necklace. Other celebrities, including Farah Khan, Sumukhi Suresh, Diana Penty, and Bollywood stars like Maheep Kapoor, Seema Sajdeh, and Shalini Passi, also graced the event in TYAANI jewellery. Sini Shetty, the face of TYAANI, was also present.
he event featured the unveiling of the HSBC Privé Lounge, designed by Gauri Khan, and Sussanne Khan’s exclusive collection with Pure Facets. The Ajio Luxe Pavilion offered immersive brand experiences, while the House of Chivas, designed by Kunal Rawal, showcased sophisticated maximalism. With a star-studded guest list and captivating exhibits, Ajio Luxe Wkend 2025 set the stage for an unforgettable luxury experience.
Another standout showcase was Sussanne Khan’s collection in collaboration with her brand Pure Facets, showcasing jewellery that reflected her refined design sensibilities and a perfect balance of elegance and modernity.
At the prestigious Ajio Luxe Wkend 2025, the finest in luxury jewellery was on full display, with exclusive collections that exuded elegance and sophistication. Renowned brands such as Shiv Narayan, Anmol Jewellers, Jagdish Jewellers, Tara Fine Jewels, Dia Jewels, Tallin, Emerald Jewels, Renu Oberoi showcased their exemplary craftsmanship, offering an immersive experience in timeless luxury. Each collection was a testament to the designers’ commitment to blending traditional artistry with modern innovation, capturing the essence of opulence and individuality.
Renowned architect and designer Gauri Khan mesmerized guests with her stunning architectural display, adding a layer of sophisticated elegance to the weekend’s luxury offerings.
From Jagdish Jewellers’ classic designs featuring rare gemstones to Anmol Jewellers exquisite jewellery creations, the event captivated guests with an array of opulent pieces. Dia Jewels presented a stunning collection of statement pieces, while Tallin (Jaipur) and Emerald Jewels wowed with their bold, contemporary designs that pushed the boundaries of luxury. Bag Bijoux brought a fresh twist to luxury with their unique bag brooches.
Ajio Luxe Wkend provided a unique and luxurious experience – immersing the guests in an ocean of fashion, beauty, and lifestyle.
JB Insights
The First Gold Story: How Gen Z Is Celebrating Their First Salary
By Mr. Hemant Chavaan
Head Of Marketing, E-Commerce and CRM At PNG Jewellers
For previous generations, purchasing gold was often associated with weddings, festivals, and family investments. For Gen Z, however, the journey with gold is beginning much earlier. Across India, a growing number of young professionals are choosing to buy their first piece of gold jewellery with their first salary, transforming gold into a symbol of personal achievement, financial independence, and self-expression.
Hemant Chaavan, Head Of Marketing, E-Commerce and CRM At PNG Jewellers
This shift reflects a broader change in consumer attitudes. Today’s young buyers are not waiting for traditional milestones to own jewellery—they are creating milestones of their own.
Gold as a Reward for Success
Among Gen Z consumers, the first salary represents much more than a pay cheque. It symbolises years of hard work, education, and the beginning of financial freedom. Purchasing gold jewellery has become a meaningful way to celebrate this achievement.
Retailers are increasingly witnessing customers in the 22–25 age group choosing lightweight chains, rings, pendants, and bracelets that align with their first disposable incomes. Unlike earlier generations that viewed gold primarily as an investment, Gen Z seeks a balance between emotional value, personal style, and long-term worth.
Regional Trends Across India
Consumer motivations vary significantly across regions.
In Maharashtra and metropolitan cities, first-salary purchases are largely driven by self-reward and fashion, with young professionals opting for contemporary, lightweight jewellery suitable for both work and social occasions.
In Uttar Pradesh and Bihar, gold continues to carry strong cultural and aspirational significance, with many young buyers celebrating their first purchase as a proud family moment shared with parents and relatives.
Meanwhile, emerging urban centres across Madhya Pradesh reflect a blend of both behaviours, combining a preference for modern designs with an appreciation for the long-term value of precious metals.
The Rise of Lightweight Jewellery
The growing popularity of lightweight jewellery has played a crucial role in enabling this trend. Design-led collections in lower weight categories have made gold more accessible to first-time buyers, encouraging young consumers to experiment with multiple styles rather than investing in a single traditional piece.
A Relationship That Begins Early
Perhaps the most significant aspect of this shift is that it marks the beginning of a lifelong relationship with jewellery. Consumers who purchase gold with their first salary often return for future milestones, including weddings, anniversaries, gifting, and investments.
As Gen Z enters the workforce in larger numbers, the “first gold” moment is emerging as an important category in itself. It reflects a generation that values both individuality and financial prudence, proving that gold remains as relevant as ever—even as the motivations for buying it continue to evolve.
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