JB Insights
Jewellery continues to play a dual role — fulfilling cultural needs and serving as a financial asset
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
JB Insights
Jewellery-Inspired Eyewear Emerges As Fashion’s Latest Luxury Statement
Crystal embellishments, sculptural silhouettes and gemstone-inspired details are redefining luxury eyewear as collectible fashion accessories.
Jewellery-inspired eyewear is emerging as one of fashion’s biggest trends, with luxury sunglasses becoming statement accessories that go far beyond sun protection. Designed with crystal embellishments, sculptural silhouettes and jewellery-inspired detailing, these pieces are transforming everyday looks into standout style statements.
From weddings and brunches to holidays, race days and special occasions, statement eyewear is becoming an essential fashion investment. More than just accessories, these designs are meant to spark conversations, complement personal style and elevate any outfit.
Among the standout names driving this trend is Gentle Monster, whose Bijou De 02 from its 2025 Jewelry Collection features an oval silver-metal frame inspired by precious jewellery. The collection reimagines eyewear as wearable jewellery with intricate structural detailing, making each piece both a fashion accessory and a design object.
Swarovski continues to elevate crystal-studded eyewear with its Mask Shape SK7024, inspired by the brand’s Hyperbola jewellery family. The wraparound design incorporates flowing silver-tone curves adorned with round- and square-cut crystals, reflecting Swarovski’s signature approach to crystal craftsmanship.
Indian designer Bhavya Ramesh brings handcrafted artistry into eyewear with the Hysteria Sunglasses, featuring sterling silver, tribal-inspired metalwork, brass ghungroos and intricate handcrafted detailing by Jaipur artisans. The design celebrates India’s jewellery-making traditions while offering a bold contemporary aesthetic.
Hellcat Eyewear’s Red Hand Sunglasses embrace the growing trend of sculptural, jewellery-inspired frames with bold artistic detailing, reflecting fashion’s shift towards statement eyewear that doubles as wearable art.
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