JB Insights
Layered Gold, Done Right: How Modern Brides Are Redefining Wedding Jewellery
– By Aditya Modak, CFO & COO of P. N. Gadgil & Sons
For decades, bridal gold in India followed a familiar formula. More was more. Heavier meant better. Jewellery was stacked to signal prosperity, lineage and permanence. Today, philosophy has evolved. The new bridal look isn’t about too much; it’s about how things go together.
The Shift from Volume to Vision
By using different textures and balanced proportions, gold chain layering is being reimagined. This adds depth without making the look too busy. If you go to a modern wedding, you’ll see a pattern. There is a statement piece that holds the look together, and it is frequently complicated and looks like something that has been passed down through generations. A mid-weight, thick chain gives structure and depth. There is also a simpler, finer thread that makes the whole thing softer and more flexible. Each element serves a purpose. Together, they create harmony.
This layered approach reflects a broader shift in how jewellery is being styled and purchased. Brides today are not selecting pieces only for a single ceremony. They are curating collections that can be reworked, restyled, and worn beyond the wedding day. A heavy necklace may be paired with a silk sari for the main ritual, while the simpler chain transitions seamlessly into festive or even formal wear later. The hefty item connects traditional and modern styles.
Intentional Layering as a Design Language
What is striking is the intentionality behind these choices. Layering is no longer accidental stacking. It is a thoughtful design. Proportions are carefully considered so that one piece does not overpower another. Textures are mixed deliberately, smooth with intricate, flat with rounded, antique finishes alongside polished gold. Even lengths are set up to add depth without making things look messy.
This evolution mirrors the modern Indian wedding itself. Ceremonies have become more curated, more personalised and more design-conscious. Bridal wardrobes are styled in chapters, from haldi to reception and jewellery follows suit. The layered look offers flexibility across functions while maintaining continuity. It also allows families to display heirloom objects in a modern setting, which retains the look of the past while still looking like the present.
It’s interesting that this change in style has also changed how people buy things. Families are spreading their funds across several complimentary pieces instead of just one main necklace. The value stays the same, but the way it is said varies. Gold is still central, still symbolic, still enduring. The difference lies in how it is assembled.
Layering, when done right, tells a story. The statement piece speaks of tradition. The chunky chain signals confidence. The simple strand introduces restraint. They make up a whole story that seems both fresh and familiar.
This is how weddings are going in many ways right now. Big events mixed with small, personal touches. Heritage mixed with her own style.
Source:Reva by P. N. Gadgil & Sons
As silver transitions from a traditional staple to a modern fashion essential, PNG Jewellers introduces Silvostyle—a brand redefining everyday luxury. Rooted in a legacy of craftsmanship yet fueled by global trends, Silvostyle bridges the gap between heritage and high fashion.
In an exclusive conversation with JewelBuzz, Hemant Chavvan, VP of Marketing and E-commerce, reveals how the brand captures the Gen Z and millennial pulse. By blending digitally fluent storytelling with omnichannel accessibility, Silvostyle democratizes fine jewellery. The discussion explores their design philosophy, influencer-led strategies, and how they are positioning silver as the ultimate medium for youthful, expressive style across India.
1. Vision behind launching Silvostyle under PNG Jewellers
Silvostyle was launched to translate PNG Jewellers’ trusted legacy of purity and craftsmanship into a modern, accessible silver jewellery brand. With silver increasingly popular among younger buyers and fashion-forward consumers, Silvostyle brings together tradition and trend in every piece.
The brand draws on global fashion influences while maintaining quality standards and design integrity rooted in PNG’s heritage. Silvostyle aims to democratise contemporary silver jewellery, offering the confidence of reliability, design innovation, and an affordable, youthful format that resonates across urban markets.
2. Silvostyle’s design language
Silvostyle’s design language is modern, minimal and versatile, tailored for consumers who value style with wearability. Clean lines, wearable silhouettes, and subtle yet striking details blend international fashion trends with Indian craftsmanship.
Collections feature sterling silver, semi-precious stones, and intricate finishing, resulting in jewellery that feels contemporary, effortless, and expressive.
3. Core Silvostyle customer & Gen Z–Millennial influence
Silvostyle’s core audience comprises urban Gen Z and millennial buyers seeking expressive, fashion-forward jewellery. These consumers prioritise lightweight, stackable, Instagram-worthy designs styled in multiple ways.
The brand’s digital-first campaigns, curated retail experiences, and trend-driven collections balance timeless appeal with modern sensibilities, establishing credibility among style-conscious shoppers.
4. Balancing affordability with craftsmanship
Silvostyle delivers everyday luxury through intelligent design, efficient sourcing, and stringent in-house quality control. Leveraging PNG Jewellers’ legacy standards, the brand ensures premium finishes, durability, and aesthetic impact—without escalating costs.
Silver is positioned as an attainable luxury category, ideal for frequent purchases and gifting occasions.
5. Role of minimalism & personalisation
Minimalism and personalisation are central to Silvostyle’s offerings. Stacking rings, charm accents, and delicate bracelets encourage creative styling and self-expression.
The collections blur the line between fashion and personal storytelling, making jewellery suitable for everyday wear and milestone celebrations.
6. Seasonal collections & campaigns
Silvostyle aligns seasonal launches with Valentine’s Month, festive seasons, and travel occasions, supported by youth-centric, digital-first activations.
Through trend awareness and lifestyle storytelling, the brand positions launches as experiential moments, not just product drops—enhancing engagement across social media platforms.
7. Key growth priorities & market outlook
Growth priorities include retail expansion, stronger digital engagement, and accelerated trend adoption. With more standalone stores and shop-in-shop experiences, Silvostyle aims to deepen presence across Tier 1 and Tier 2 markets.
As silver gains momentum among younger buyers seeking fashion-led, affordable luxury, the brand is well positioned with trend-aligned collections and omnichannel access.
8. Influencer marketing strategy
Silvostyle collaborates with micro and mid-tier influencers whose aesthetics mirror its audience. Through reels, styling guides, and everyday wear inspiration, the brand drives authentic engagement.
This strategy fosters a digitally native community, strengthening credibility through relatable, visually driven storytelling.
9. Outlook for silver jewellery in India
The outlook for silver jewellery in India is robust, driven by evolving fashion sensibilities, gifting culture, and demand for affordable luxury accessories.
As consumers explore alternatives to high-value gold purchases, silver emerges as a versatile category bridging daily wear and celebratory occasions, particularly among urban and younger demographics.
Silvostyle reflects the changing rhythm of India’s jewellery preferences—where versatility, affordability, and self-expression take centre stage. By blending PNG Jewellers’ heritage with modern design language, digital-first engagement, and trend-led storytelling, the brand is redefining silver as a lifestyle choice.
As demand for accessible luxury grows, Silvostyle stands poised to shape the future of silver jewellery in India—one thoughtfully designed piece at a time.
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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.