For decades, Indian jewellery advertising revolved around brides, tradition, and heirloom glamour. But the narrative is shifting — fast. The global men’s jewellery market, valued at $48.5 billion in 2024, is projected to reach $75.9 billion by 2034, fuelled by cultural evolution, celebrity influence, and the rise of jewellery as personal expression.

In India and the Asia-Pacific region, this trend is even more pronounced. Urban, fashion-forward consumers with growing spending power are embracing jewellery as an extension of identity. As a result, men’s jewellery is no longer a niche — it is becoming one of the most dynamic creative spaces in advertising today.

Brands are moving beyond selling accessories; they are reshaping modern masculinity, crafting fresh visual stories, and redefining aspiration. Jewellery is no longer static — it is identity, narrative, and performance. And as men’s jewellery becomes more expressive and fluid, creativity becomes the ultimate differentiator.

Here are some standout brands and celebrities redefining the men’s jewellery movement:

Allu Sirish Makes a Statement with Kishandas Jewellery

Actor Allu Sirish, accompanied by fiancée Nayanika, wore a striking choker by Kishandas Jewellery during their engagement.
The choice reflects a growing acceptance of ornate, expressive pieces for men on special occasions.

A bold move — and a beautiful nod to heritage craftsmanship.

Lakshya Lalwani embodies timeless royalty in Tyaani by Karan Johar

Regal charm meets heritage craftsmanship as Lakshya Lalwani brings alive Tyaani’s signature Polki elegance. The campaign, curated by Tyaani by Karan Johar, showcases a modern yet royal interpretation of uncut diamonds — a fresh take on masculine luxury.

MEN’S EDIT: THE POWER OF BRILLIANCE — Fiona Diamonds

Fiona Diamonds presents The Men’s Edit — a collection where precision craftsmanship meets quiet confidence.
Every diamond link embodies power, presence, and purpose, redefining what modern masculine luxury looks like.

GIVA — Silver, Gold & Lab-Grown Diamonds for the Modern Man

With a playful yet powerful tone, GIVA taps into contemporary trends:
“Men who wear silver earrings are 99% hotter. We don’t make the rules.”

Their men’s line offers bracelets, chains, rings, earrings, and LGD creations that blend strength, individuality, and subtle elegance.

Perfect for gifting — or for the man who owns his shine.

Mohanlal x Vinsmera — Breaking Stereotypes, Embracing Fluidity

Superstar Mohanlal, the face of Vinsmera, captures the brand’s vision of evolving jewellery culture beyond boundaries.
In the campaign, he gracefully wears traditionally women’s jewellery, normalising the idea that adornment has no gender.

Vinsmera’s entry into India focuses on diversity, inclusivity, and a bold reimagining of men’s jewellery.

Men’s Jewellery: Not Just an Accessory, but a Movement

From Polki chokers to diamond links, from gender-fluid styling to modern silver edits — men’s jewellery is evolving into an aspirational, expressive category with limitless creative potential.

And as this space grows, each campaign becomes an opportunity to rewrite not just style — but perception.