JB Insights
Jewellery industry optimistic despite rising gold prices
As India prepares for Diwali and the wedding season, the jewellery industry is feeling optimistic, even with high gold prices. Experts say customer preferences are changing, and retailers are ready with new collections to meet different tastes. This festive season, people are looking for jewellery that is meaningful, well-crafted, and timeless. Handcrafted gold, diamonds, modern platinum, and silver are especially popular. With the festive mood and wedding season ahead, the jewellery industry expects good sales and a strong season.
Kirit Bhansali, Chairman, GJEPC. said “While gold prices have risen, we remain optimistic about the festive season. Diwali is a time of celebration and auspicious purchases, and consumer enthusiasm for jewellery remains strong. Higher gold prices may lead to a slight dip in volumes, but they also encourage consumers to explore other precious metals such as platinum and silver, which are gaining popularity for their contemporary appeal and affordability.
Retailers are ready with innovative collections across all categories to meet evolving preferences. Supported by the festive spirit and the upcoming wedding season, we anticipate a healthy season for the jewellery industry, reflecting resilience and strong consumer confidence.”
Steady Growth Amid Price Peaks
“Even though gold prices are at their peak, consumer trust in gold as a safe and timeless investment remains strong. Customers are looking at jewellery not only for its aesthetic and cultural value during Diwali but also as a secure asset for the future. The overall sentiment is positive, with families prioritizing meaningful purchases that combine tradition with financial wisdom. We believe this balance of emotion and practicality will drive healthy demand in the festive months ahead,” noted Saket Keshri, Director (Operations), Ratnalaya Jewellers.
Positive Consumer Sentiment Drives Footfalls
Dr. Saurabh Gadgil, CMD, PNG Jewellers, said “Dussehra heralds the beginning of the auspicious buying season, closely followed by weddings and Diwali. This year, the sentiment across the gems and jewellery industry is extremely positive, with investment-led demand for gold and silver showing a clear upward trend, which in turn should translate into robust footfalls at our stores. Bookings in lightweight jewellery are encouraging, while old gold exchange continues to sustain demand, currently contributing nearly 50–55% of sales.
Overall, we see the season opening on a very positive note. The current bullishness in gold and silver prices has sparked fresh interest in investment demand, especially for coins and bars, where we are already witnessing healthy offtake. Diamonds too have shown steady traction in the run-up to the festival,”
Changing Preferences Among Consumers
MP Ahammad, Chairman, Malabar Group, said“The 2025 festive season has begun on a positive note for us. Although the intent to buy gold remains steady, consumers are also adjusting their preferences. There has been an increased preference among certain customer segments towards lightweight and lower-carat pieces that align with modern lifestyles and budgets.
Studded and gemstone pieces are also becoming popular amongst Millennials and Gen Z as they exude contemporary design appeal. In addition, we are seeing certain consumer segments opting for 18K or 14K jewellery that offers price flexibility and style. With GST reforms boosting consumption as well as easing of inflation, we expect the consumer sentiment to become stronger during Diwali”
Handcrafted Appeal and Silver Growth
“This festive season, customers are choosing jewellery with emotion, craftsmanship, and timeless appeal. There’s a clear preference for handcrafted gold, elegant diamonds, contemporary platinum, and refined silver. Jewels and articles steeped in meaning, crafted with care, and destined to be treasured. Silver gifting and corporate orders are also on the rise as brands look to celebrate relationships with substance and style. At Punjab Jewels, our commitment to purity, design, and trust is resonating deeply across Central India. The mood is optimistic, the season is vibrant, and we’re expecting strong, broad-based growth across all categories,” said Ansh Anand, CEO, Punjab Jewels.
Innovation and Modern Preferences
“This festive season, the jewellery industry expects strong demand due to escalating gold prices, and there is a panic mood among consumers that the gold price may go further up. With the harbinger of wedding season, there is a sudden surge for jewellery, and the interest has shifted more towards lightweight, fusion, and silver jewellery. There is also a consumer preference towards value and modern aesthetics. Consumers are turning more towards silver as an affordable option in comparison to gold. Also, we sense that there is a focus on innovation in design, such as fusion temple jewellery. Understanding the mood of the consumers, many brands have increased their advertising spend to boost visibility and sales,” said Jayantilal Challani, Chairman, Challani Group of Companies.
Silver Segment Gains Momentum
“We, at Bidhan Jewellery Works (BJW), have always been affirmative of the customer sentiments in the market. With the sudden surge in gold prices, customers are reluctant to make initial purchases. We are also noticing the trend that our top customers have kept their purchases the same, and this is a positive sign. Our silver jewellery segment is noticing a good spike in demand, and we are also very hopeful with our silver line of jewellery. Bidhan Jewellery Works (BJW) wishes everyone a very happy and prosperous Diwali and prays for the wellness and betterment of everybody,” said Ipsit Karmakar, Director, Bidhan Jewellery Works.
Diamonds and Tiered Market Growth
Richa Singh, MD, India and Middle East, Natural Diamond Council. said “This festive season, we are expecting encouraging consumer sentiment across India for natural diamonds. With the rising price of gold, consumers are ready to assess options. From conversations with our partners, there is an indication of double-digit growth of about 18–20% across top cities. In tier 2 and tier 3 cities, traditional gold consumers are also beginning to explore studded jewellery. Across India, particularly in the sub–two lakh category, natural diamond jewellery is emerging as the preferred choice for gifting and everyday wear.
Natural diamonds are expected to see steady demand this festive season, not just as symbols of luxury, but as everyday expressions of love. We believe this momentum will only deepen, making real diamonds the most meaningful way to mark life’s brightest moments.”
Consumer Trust and Thoughtful Purchases
“This festive season, we are optimistic about jewellery sales. Diwali has always been a time when families come together and celebrate with gold and gifts. Even with changing times, the emotional value of gold remains strong. We see customers being thoughtful in their purchases—looking for quality, trust, and value. Light-weight jewellery and daily wear pieces are seeing more demand, along with traditional items for weddings. At Bhima, we are ready with a wide range to suit every budget. We expect steady growth this season, driven by faith, tradition, and festive spirit,” said Dr. B. Govindan, Chairman, Bhima Jewellery – Trivandrum.
Platinum Gains Favor Among Younger Consumers
Vaishali Banerjee, Head of Global Market Development and MD, said “The festive season is always a time of deep emotional significance, and this year, we are seeing consumers lean towards jewellery that embodies meaning, aspiration, and enduring value. Younger audiences in particular are gravitating to platinum because of its inherent qualities – its exceptional rarity, 95% purity, natural whiteness that enhances brilliance, and strength that makes every piece a modern heirloom.
Platinum is among the most precious of metals in the jewellery world — a true store of enduring value. Its price has risen by 57% year-to-date, yet it still remains significantly more affordable than gold.This creates a compelling opportunity for consumers to own a piece of one of the rarest and most valued metals. Platinum jewellery stands apart as an aspirational yet uncompromising choice, delivering exceptional value without compromise. Retailers too are experiencing robust interest, making us optimistic that platinum jewellery will see strong momentum this festive season.”
JB Insights
AKSHAYA TRITIYA 2026 – The Focus Now Is On Buying With Clarity, Purpose, Value and Personal Relevance
OVERVIEW
As Akshaya Tritiya 2026 approaches, coinciding with India’s peak wedding season, the jewellery and bullion sector is gearing up for robust demand. Market sentiment is distinctly positive, underpinned by gold’s safe-haven appeal, evolving consumer preferences, and strategic industry initiatives expected to deliver healthy growth across key markets.
While the traditional appeal of gold and diamonds remains a powerful driver, a clear transformation in consumer behaviour is underway. Buyers are increasingly seeking lightweight designs, personalized storytelling pieces, and value-conscious exchange programmes. Despite elevated gold prices and external geopolitical uncertainties, purchase intent has remained consistently strong. Silver demand has also gained significant momentum, driven by its affordability and investment value potential.
CONSUMER SENTIMENT & BEHAVIOUR
The modern jewellery and bullion buyer is more discerning than ever. Key behavioural trends this season include a growing preference for lightweight designs, personalized pieces, diamond-studded options, and value-conscious exchanges through old gold programmes. Interest in digital gold and silver is also rising, reflecting evolving investment preferences.
— Darshan Chauhan, Wholetime Director, Sky Gold and Diamonds Ltd
“Consumer sentiment this Akshaya Tritiya carries a quiet confidence — measured, yet deeply rooted in tradition. The occasion continues to transcend transaction; it remains a moment of belief, of beginnings, and of considered indulgence.”
Price volatility has prompted consumers to be more strategic, using gold exchange programmes and rate protection schemes to optimize value. Emotional resonance — jewellery that tells a story or marks a milestone — is becoming a primary purchase motivator.
— Eshwar Surana, MD, Raj Diamonds
“Today’s consumers are increasingly drawn to pieces that go beyond tradition, reflecting individuality and enduring value. We are also increasingly seeing a preference for larger diamonds with an excellent cut grade that are masterfully crafted for maximum sparkle and brilliance.”
INDUSTRY OUTLOOK & DEMAND DRIVERS
Gold’s Enduring Cultural Significance
Gold continues to be a mandatory purchase for millions of Indian households during Akshaya Tritiya, reinforced by its deep cultural symbolism as a harbinger of prosperity and good fortune. Its safe-haven appeal amidst global economic uncertainties further bolsters demand this season.
— Rajesh Rokde, Chairman, GJC
“Gold is a mandatory purchase for many households during this period, and its safe haven appeal amidst economic uncertainties will further bolster demand. However, jewellers and consumers should remain cautious of potential short-term volatility in gold prices, influenced by rising geopolitical tensions in the Middle East.”
Silver’s Rising Momentum
Silver demand has gained remarkable traction this season, driven by both its affordability relative to gold and its growing recognition as a high-beta investment opportunity. The convergence of industrial and investment demand is positioning silver as a compelling parallel play alongside gold.
— Prithviraj Kothari, MD, RiddiSiddhi Bullions Ltd | National President, IBJA | Chairman, JITO
“Gold and silver are no longer just safe-haven assets — they are the market’s clearest signal of global uncertainty. With the US-Iran ceasefire still fragile, FOMC minutes flagging inflation risks, and central banks continuing to accumulate gold at a record pace, the structural bull case remains firmly intact. Every meaningful dip remains a buying opportunity, not a reason to exit.”
Wedding Season Synergy
The overlap of Akshaya Tritiya with the auspicious wedding season creates a powerful demand multiplier. Bridal trousseau purchases, gift sets, and investment jewellery all see significant upticks. This synergy has encouraged leading jewellers to extend store hours and launch dedicated bridal collections.
— Eshwar Surana, MD, Raj Diamonds
“We are expecting good traction in high-value diamond-studded and wedding jewellery, as there are a lot of weddings planned this summer. The demand for quality diamonds has already been very strong in the run-up to Akshaya Tritiya.”
Transparency & Innovation as Growth Levers
Industry associations such as the GJC are placing renewed emphasis on consumer confidence through transparency initiatives, innovative design, and digital accessibility. These efforts are expected to broaden the addressable market and attract younger, first-time buyers.
— Avinash Gupta, Vice Chairman, GJC
“At GJC, our focus remains on empowering jewellers and enhancing consumer confidence through transparency, innovation, and exceptional designs, thereby driving growth in the jewellery sector.”
LEADING BRAND STRATEGIES
PNG Jewellers — Targeting 25–30% Growth in Central India
PNG Jewellers has launched aggressive campaigns across Goa, Uttar Pradesh, Madhya Pradesh, and Maharashtra. The brand is projecting a buying cycle well beyond the festive day itself, supported by:
◆ Attractive benefits on the old gold exchange
◆ Reduced making charges for the season
◆ Exclusive new collections curated for Akshaya Tritiya
◆ Extended store hours to maximize footfall and conversions
— Dr. Saurabh Gadgil, CMD, PNG Jewellers
“This Akshaya Tritiya, we are anticipating a strong and extended buying cycle, as the festival coincides with the wedding season. We are projecting healthy traction, with a targeted growth of 25% to 30% over last year, particularly in Central Indian markets such as Uttar Pradesh and Bihar.”
KISNA Diamond and Gold Jewellery — Gold Rate Protection Plan
For KISNA, Akshaya Tritiya is a cornerstone event contributing 15–18% of annual revenue. Recognizing heightened consumer sensitivity to gold price movements, the brand has introduced the innovative Gold Rate Protection Plan:
◆ Protects buyers against price increases post-purchase
◆ Expected to contribute approximately 25% of the monthly business
◆ Addresses growing demand for lightweight and diamond-studded pieces
◆ Actively promotes old gold exchange as a value-add mechanism
— Parag Shah, CEO, KISNA Diamond and Gold Jewellery
“This year, we are seeing a more value-conscious consumer, with gold price movements shaping purchase behaviour in the lead-up to the festival. We have introduced the Gold Rate Protection Plan as a strategic intervention to provide greater confidence and flexibility in the purchase journey.”
Raj Diamonds — Premium Bridal Collections
Raj Diamonds is focused on the premium end of the market with its signature high jewellery collections — Ruby Splendour and Ancient Splendour — designed for the discerning bridal buyer who values intrinsic quality alongside cultural significance.
◆ Ruby Splendour and Ancient Splendour signature collections
◆ Larger diamonds with excellent cut grade for maximum brilliance
◆ Crafted for consumers seeking individuality and enduring value
◆ Estimated 20–25% growth in value terms over the last year
BULLION MARKET PERSPECTIVE
Beyond jewellery, the bullion market is seeing parallel momentum driven by institutional and retail investment demand. The convergence of macro uncertainty, central bank accumulation, and silver’s industrial demand profile is creating a compelling case for both gold and silver this Akshaya Tritiya season.
— Narayan Debnath, MD, RadhaKrishna Jewellery Retail Pvt Ltd
“Market sentiment this Akshaya Tritiya is distinctly positive, supported by the continued rise in gold prices and its safe-haven appeal. There is also a clear uptick in interest towards digital gold and silver, reflecting evolving investment preferences. Silver demand has gained significant momentum this season, driven by its affordability and value potential.”
RISK FACTORS & MARKET CONSIDERATIONS
While the overall outlook is optimistic, industry leaders have flagged several considerations that jewellers and consumers should be mindful of:
◆ Short-term gold price volatility linked to geopolitical tensions, particularly in the Middle East
◆ Elevated base gold prices may compress margins if demand softens unexpectedly
◆ Shifting consumer preferences require continuous product innovation and design investment
◆ Growing expectations around transparency and certification demand robust supply chain practices
— Rajesh Rokde, Chairman, GJC
“Jewellers and consumers should remain cautious of potential short-term volatility in gold prices, influenced by rising geopolitical tensions in the Middle East.”
CONCLUSION
India’s jewellery and bullion industry enters Akshaya Tritiya 2026 with well-founded confidence. A combination of enduring cultural demand, strategic promotional campaigns, consumer-friendly financial schemes, and an industry-wide pivot towards transparency and personalization is set to deliver robust growth.
The clearest signal from this season is that the consumer of 2025 buys with intention. Whether it is a lightweight everyday piece, a bridal set, a premium diamond investment, or a silver bullion coin, the purchase carries meaning — and the industry is rising to meet that expectation with clarity, value, and variety.
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