India’s jewellery market is undergoing a decisive transformation, and much of this momentum is emerging from Tier 2 and Tier 3 cities. Today, these markets account for nearly 60 to 65% of overall jewellery sales, with diamond demand alone witnessing a 15 to 20% year-on-year rise, supported by new store expansions and targeted campaigns. Within this shift, one of the most compelling growth stories is the rapid rise of men’s jewellery.

At DP Jewellers, we have seen the men’s segment grow by 20 to 25%, moving from virtually negligible participation a few years ago to contributing over 12 Percent of our sales. Affordable silver jewellery and chains have played a crucial role in smaller cities, offering aspirational yet accessible options. Fast fashion jewellery demand has also risen by nearly 50% in non-metros, driven by rising disposable incomes and the expansion of organised retail, with over 60% new outlets strengthening structured distribution.

A key cultural shift underpins this growth. Men in smaller cities are increasingly style-conscious, influenced by social media and global fashion conversations. Nowadays, they are also frequenting platforms such as Pinterest for styling guidance. They prefer established, organised jewellers, often after family endorsement, signalling a clear move away from unorganised retail towards trusted brands.

In terms of trends, men have always liked bolder pieces that make a statement. Pearl necklaces, single white or black strands paired with kurtas or shirts, have gained visibility through fashion weeks and celebrity styling. Structural bracelets and leather-silver stacks, gem-studded brooches for bandhgala jackets, and layered chains mixing gold, silver and titanium are increasingly popular. 

Colour gemstones are another emerging preference. Sapphires and emeralds, in particular, are seen as markers of affluence. While semi-precious stones continue to be chosen for astrological reasons by firm believers, precious coloured stones are increasingly selected as style statements.

Importantly, affluent male buyers are also viewing jewellery as an asset class, complementing physical purchases with investments in gold ETFs. The modern Indian man in Tier 2 and 3 cities is confident, informed and willing to experiment, and tailored marketing combined with trusted retail formats is unlocking this powerful new chapter in jewellery consumption.