JB Insights

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

Published

4 months ago

October 14, 2025

1,964 views

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

Related Topics:2025 ibja Indriya jbinsights jewelbuzz Jewelbuzz Magazine Senco Gold & Diamonds Shankesh Jewellers Limited Titan

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JB Insights

Forevermark stores: De Beers is rewriting the rulebook

Published

13 hours ago

February 7, 2026

JewelBuzz Spread The Buzz

606 views

De Beers isn’t just playing the game anymore; they’re rewriting the rulebook. Forget the “shop-in-shop” clutter—the diamond giant is planting its flag in Indian soil with a strategy that’s as sharp as a princess cut.

By launching standalone Forevermark stores, De Beers is ditching the middleman and betting big on India as the ultimate test bed for high-octane luxury. Here’s how they’re turning the “traditional” jewelry market on its head:

The Strategy: High Stakes, Higher Value

De Beers has stopped trying to blend in. They’ve realized that to sell a dream, you need to own the room.

The Blueprint: They’re swapping low-risk partner outlets for sprawling, 5,000 sq. ft. flagship “global” stores.
The Target: No more waiting for a wedding invite. They’re hunting the “Self-Purchaser”—affluent women (ages 25–45) who buy diamonds because it’s Tuesday, not because they’re getting married.
The Map: Forget the cooling markets in China or the “steady-as-she-goes” U.S. De Beers is laser-focused on India’s Tier 1 and Tier 2 cities, where the appetite for luxury is growing at a staggering 10–12% annually.

Why India? The Death of “Gold Only”

For decades, gold was the undisputed heavyweight champion of the Indian heirloom. Not anymore. India’s young, wealthy middle class is trading religious tradition for high-end aspiration.

Gold has long been the Old Guard of Indian jewellery—deeply rooted in tradition, trust, and legacy. Dominating heavy wedding sets and festive occasions, gold is typically purchased by families and patriarchs, valued as both adornment and secure investment. Its vibe is timeless, ceremonial, and culturally rich, symbolising stability and generational wealth. In contrast, diamonds represent the New Wave—light, versatile, and designed for everyday wear as much as special moments. Increasingly chosen by independent women, diamond jewellery reflects individuality and aspiration, evolving into a modern status symbol that blends personal expression with contemporary luxury.