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Jewellery continues to play a dual role — fulfilling cultural needs and serving as a financial asset

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As Diwali approaches, the jewellery market in India is witnessing a surge in demand for gold, silver, and diamond jewellery, reflecting both the festive spirit and evolving consumer preferences. Rising gold prices have not dampened enthusiasm; on the contrary, they have strengthened the perception of gold and silver as safe-haven investments. Across the country, jewellery continues to play a dual role — fulfilling cultural and emotional needs while also serving as a prudent financial asset. Retailers are witnessing shifts toward lightweight, versatile, and contemporary designs alongside traditional preferences, suggesting a dynamic and optimistic festive season for the industry.

Industry Perspectives

Safe-Haven Appeal of Precious Metals

Aksha Kamboj, National Vice President, IBJA & Executive Chairperson, Aspect Global Ventures “As Diwali approaches, the demand for gold and silver is stronger than ever, reflecting the festive mood of homes across India. The rise in price has not reduced the excitement but enhanced the allure of buying these eternal securities as safe investments. This trend is taking place due to increasing demand for safe-haven assets. In India, there has always been an amalgamation of festive shopping with tradition and for many, gold and silver fulfills both cultural needs and a wise option to invest.

It is recommended that buyers should take a balanced approach, encouraging the enjoyment of festival indulgence while remaining mindful of long-term financial goals. This Diwali, the glimmer of precious metals continues to signify not just wealth, but heritage, emotions and celebration as well.”

Shifts in Consumer Preferences

“Despite Gold hitting new highs, festive-season buying remains strong, driven by tradition, higher disposable income, and cultural affinity for gold. While demand dynamics are likely to remain consistent, consumer preferences are rapidly shifting towards lightweight jewellery, more for the purpose of adornment rather than investment. Driven by this trend, the festive season is expected to see a significant surge in demand for jewellery in the 9k to 18k segment, with a notable preference for heavier jewellery. Given the current market scenario, we foresee a festive surge of ~18% to 20% in overall sales.”
Colin Shah, MD – Kama Jewelry

Emotional & Versatile Jewellery Demand

Joita Sen, Director, Head of Marketing and Designs – Senco Gold & Diamonds “At Senco Gold & Diamonds, Dhanteras is a celebration of emotions — of joy, prosperity, and togetherness, expressed through our exquisite range of gold, diamond, and platinum jewellery. This year, we’re delighted to offer our customers a beautiful fusion of tradition and modern design with our festive collections such as Shagun, Elements of Nature, Shakti & Lotus, and Aham — our men’s line, each perfectly suited for a Dhanteras purchase.

We’re witnessing a strong demand for precious yet lightweight pieces that are versatile enough for everyday wear and festive occasions alike, along with a growing preference for 9-carat jewellery that reflects a more practical, value-conscious way of celebrating. As we welcome this season of prosperity and new beginnings, we wish everyone a very Happy Dhanteras!”

Expanding Reach & Experiential Campaigns

“This festive season, we are delighted to expand our footprint and bring the Indriya experience to even more customers across the country. Our festive collection ‘Alka’, inspired by the beauty and bountifulness of Alkapuri — the mythical abode of Kubera, embodies the warmth and prosperity of the season. Our campaign beautifully captures this emotion through a story featuring Aditi Rao Hydari and Siddharth Suryanarayan, brought alive by a reimagined rendition of the timeless classic ‘Dil Abhi Bhara Nahi’. With the best gold rates and unmatched festive offers, we look forward to making this season truly memorable for our customers.”
Sandeep Kohli, CEO Indriya – Aditya Birla Jewellery

Investor Sentiment and Lightweight Designs

“As Diwali 2025 unfolds, the surge in gold rates has reached new heights, instilling confidence in investors and consumers alike. The significant returns on gold investments have been a boon for investors, and this festive season, we’re witnessing a notable shift in consumer preferences. In response to the growing demand and rising gold rates, Shankesh Jewellers is focused on offering an exquisite collection of lightweight, handcrafted gold jewelry in 18k and 22k. Our designs cater to the evolving tastes of our discerning customers, ensuring that they can make the most of this auspicious season.”
Mahavir Jain, Director – Shankesh Jewellers Limited

Revived Consumer Sentiment

“Volume growth has started coming in after the start of the festive season. Until Navratra, we saw a lot of customers stay away, and therefore, volume growth was not visible. But now that people have realized that the price of gold is here to stay and is going up, all those fence-sitters have started coming back. The sentiment is clearly back. There is a bullion shortage in the country. We have planned for it adequately, but I won’t be surprised if we run out of coins. There is a worry among customers that there may be a shortage of gold.”
Ajoy Chawla, CEO, Jewellery Division – Titan Co Ltd

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JB Insights

WGC REPORT :Portfolio resiliency-Gold’s role amid economic crosscurrents

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Since the publication of our Why gold in 2025? A cross-asset perspective report earlier this year, much has happened on the policy front and in the broader economy. Uncertainties and vulnerabilities remain across geopolitical, fiscal, and trade domains. Investors are particularly concerned about growth and inflation, creating a challenging situation for policymakers as the dual policy goals of the Federal Reserve are in direct conflict. With persistent fears of stagflation, gold has once again stepped into the spotlight, rising more than 50% this year.1 Importantly, the core reasons for considering alternative assets such as gold, as outlined in our May report, remain largely unchanged.

First, equities appear complacent. US equities have posted remarkable gains in recent months, reigniting concerns about valuation excess and concentration risk. Indeed, investors face a market that feels euphoric on the surface but remains fragile underneath. Should economic pressures mount  , investors may increasingly seek refuge in safe-haven assets, with gold standing out as a historically resilient option, as outlined in our mid-year outlook.

Second, bond markets remain uncertain. The Fed officially resumed its easing cycle in September, cutting the federal funds rate by 25 basis points in response to a cooling labour market (Chart 1) – an action widely anticipated by markets. However, US long-term yields could face renewed upward pressure if tariffs and reshoring efforts drive domestic costs higher, complicating the Fed’s inflation target. At the same time, long-term treasuries remain exposed to concerns over the Federal Reserve’s independence and the US government’s sizeable fiscal funding needs.

Against this backdrop, gold’s appeal as a hedge against both equity and bond market instability is growing – though risks exist. As we discussed in our recent blog, gold’s rapid ascent could prompt rebalancing and profit taking. For example, from a technical standpoint, the monthly Relative Strength Index (RSI) is above 90 and gold is sitting more than 20% above its 200-day moving average. These factors could lead to short-term reversals. In addition, the sharp increase in the gold price could dampen consumer demand while global trade normalisation and a pick-up in GDP growth could revive risk appetite further. 

In summary, maintaining a diversified approach and remaining vigilant to shifting market dynamics is essential. Amidst a growing investor base, secular US dollar weakness and continued geoeconomic uncertainty, gold’s enduring resilience and diversification benefits remain as relevant as ever.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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