Celebrity Endorsements of LGDs

Celebrity endorsements are pivotal in transforming ethical luxury from an idealistic concept to a mainstream trend. When well-known figures embrace lab-grown diamonds, they redefine luxury by blending style with responsibility. These endorsements break the notion that luxury is only about exclusivity and excess, shifting the narrative to one where ethics and beauty coexist. As consumers increasingly prioritize sustainability, celebrities make it easier for them to align their values with their purchases, normalizing lab-grown diamonds as the future of luxury. This shift is not just a trend—it’s a cultural movement led by those who hold significant influence.

Global jewellery brands leveraging celebrity stardom

Global jewellery brands are tapping into the power of celebrity to position lab-grown diamonds as the next big thing in luxury. Celebrities bring visibility, credibility, and aspirational value to these diamonds, helping brands reframe them as a symbol of modern luxury. Through collaborations and campaigns featuring stars, jewellery brands communicate that lab-grown diamonds are not only ethically sound but also high-end and exclusive. These celebrity endorsements connect luxury with conscious consumption, shifting consumer perceptions and setting a new standard in the luxury market. This strategic use of star power helps lab-grown diamonds carve a niche as the future of sustainable luxury.

Celebrity collaborations driving the popularity of LGDs

Celebrity collaborations are a game-changer in how lab-grown diamonds are perceived. When icons align themselves with these diamonds, they make the concept of sustainable luxury not just appealing but aspirational. Through their influence, celebrities turn lab-grown diamonds into a desirable, high-status item, making them relatable for the general public. By wearing and endorsing these sustainable gems, they make them accessible to a broader range of consumers. These partnerships not only elevate the diamonds’ appeal but also serve as a bridge between high-end luxury and everyday luxury, making it more attainable for a global audience.

Millennials and Gen Z driving the shift toward LGDs

The jewellery market is shifting gears, embracing sustainability, ethical practices, and personalized designs like never before. Millennials and Gen Z are leading the charge in the lab-grown diamond movement. These diamonds are made with minimal environmental impact, offering a more eco-friendly and responsible choice. It’s not just about the sparkle, it’s about supporting brands that stand for authenticity and integrity. This change is reshaping the jewellery industry, blending craftsmanship with conscience and redefining luxury as a perfect balance of elegance and ethics. 

Shivaram A is a much sought after mentor, consultant, trainer and speaker across multiple industry platforms. He founded Retail Gurukul in 2012 as a Consulting & Training company. Shivaram has since helped and continues to help retailers and manufacturers, significantly improve their business performance across various metrics.

Shivaram’s  A Guide to Jewellery Retailing-Consumer facing operations  is  ultimate resource for jewellery store owners striving for success in today’s competitive market. Discover the secrets to making your jewellery retailing store succeed, draw in a steady flow of customers, and cultivate lasting loyalty. This comprehensive guide offers actionable advice and real-world examples to elevate your store’s aesthetics, service quality, and sales performance. This is an extract from A Guide to Jewellery Retailing-Consumer facing operations.

From the small corner-store goldsmith to the high-end boutique  jeweller in their own high-rise building, jewellery retailers come in  all forms and sizes. With the Indian jewellery market teeming with  nearly 300,000 players, every jewellery retailer must position  themselves uniquely to make their presence known in this  competitive scenario. 

As a jewellery retailer, you first have to decide whether you want  to remain as just a “store” or create a “brand”. But what is the  difference? 

A “brand” has some definable qualities by which it can be uniquely  identified. These qualities or features form a perception in the  minds of the customer which is called its brand equity. 

As a jeweller, you can project certain aspects of your jewellery  merchandise or customer service as brand quality. 

Look at how PC Chandra, the renowned Kolkata Jewellers are  trying to position themselves with the help of the famous creative  agency J Walter Thompson (JWT).  Ayan Chakraborty, VP and executive business director, JWT  Kolkata, said, “PC Chandra’s intricate craftsmanship and the brand’s unique image in the minds of Bengalis all over the world is  something we kept in mind while working.” 

Arjun Mukherjee, VP and ECD, JWT Kolkata, added, “The challenge was to create a philosophy for the brand which every modern  woman will relate to. We went beyond the beauty space in jewellery and tried to find an emotion that will resonate with one  and all.” 

You too can position your jewellery outlet as a unique brand by  defining its values and expressing your trade philosophy in the  following ways.

Ways in which you can position your outlet

Jewellery stores fall into certain categories. First, try to identify  which category you belong to, and then add value to it by defining  your strengths. You may be a: 

1. Personal Jeweller

When a customer looks for jewellery “tailor-made to his taste”, he comes to the personal jeweller. The Personal Jeweller highlights  the uniqueness of design, exclusivity and personalization as his  value points. Elite and royal families of illustrious lineage and social  celebrities often prefer to have their own personal jewellers. 

As a Personal Jeweller, you must vouch for your individuality in  design and integrity in trust. If you possess Jewellery design  software and have bagged Jewellery design awards, you really can  boast of being a genuine Personal Jeweller. 

2. Ethnic Jeweller

For people who have a taste for traditional and ethnic designs, the  Ethnic Jeweller is the destination. As an Ethnic Jeweller, you must  have profound knowledge in temple designs and must have the  capacity to reproduce them without even the slightest difference.  Polki, Jadau, Tanjore, Chettinad and Malabar designs feature as  ethnic offerings.

3. Modern Jeweller

For the young and trendy, the Modern Jeweller is the person to call  on. The Modern Jeweller must dabble in fusion and fashion.  Rhodium, Rose gold, Platinum and 18k designs are part of the  modern offerings. 

4. Boutique Jeweller

The boutique Jeweller is the guy who prides himself on his  jewellery range and exemplary service. These artistic showrooms  offer an appealing ambience and a comfortable customer  experience. Boutique Jewellers have several jewellery lines made  by different designers. 

5. Estate Jeweller

If you are looking for antique jewellery or vintage heirlooms, the  Estate Jeweller is the guy to go to. As an Estate Jeweller, you must  have the resourcefulness to seek and procure historic jewellery  with sufficient proof. Estate jewellers are very expensive as they  deal with high-end jewellery collectables. 

 6. Main Street Jeweller

The Main Street Jeweller has the sole objective of capturing the  interest of the urban audience. He caters to them with an eclectic  mix of traditional and modern jewellers with their latest  preferences in mind.

7. Chain Store Jeweller

With branches at multiple locations, the Chain Store Jeweller  prides itself on its wide geographical presence and popularity. His  network of stores may be at diverse locations but portray the same  brand image.

Steps to position your Jewellery store 

1. First, identify yourself with a particular Jeweller category among the ones listed above.

2. Outline your strengths in stock, service, range, design etc. 3. Zero in on your “unique selling points” – is it affordability, service, repair facility, cost savings…

4. Crystallize your brand persona as a brand image with the help of expert consultants like Retail Gurukul who can bring to light the hidden values of your brand.

5. Position your brand with this persona by forming a unique brand image and taglines.

6. Popularize your brand using these brand messages and establish your brand.

Your brand is as precious as your jewellery. Position it with  perfection to reach the pinnacle of success.

Today’s brides are a bold, beautiful and thoughtful tribe. For them, ethical sourcing and sustainability are among the topmost priorities when it comes to purchasing jewels for their big day. The rapid technological advancements in the jewellery industry like the 3D printing have given way to more intricate and aesthetic designs to cater to shifting customer preferences. Designers are getting better at creativity, thanks to the encouragement by customers who are open to experimentation. 

In 2024, brides opted for jewels which complimented their personality, and the same trend will follow suit this year too. While a section preferred heavy traditional pieces, others choose jewels which could be used for both special occasions and otherwise.

Weddings have always been an elaborate event in India and its dimensions are getting wider, day by day, driven more by the choices and personalities of the bride and the groom.  

The pre-wedding and post-wedding events are properly planned and executed, and brides wish to adorn different varieties of jewels to match their attire. Hence, I expect personalised and bespoke creations to rule the roost this year too.  

Not just brides, the family members also make gold and diamond purchases to look their best on the special day. While some opt for timeless classic jewel models, others want to experiment with creative new designs.   

In a broader sense, bold geometric shapes and mixed-metal designs with vibrant gemstones and rich enamel are making a comeback and that trend is expected to soar.    

At the same time, traditional craftsmanship is also being appreciated with a section of the brides opting for jewels that reflect their culture and heritage. VBJ is known for its legacy and will continue to use artisanal techniques and designs inspired by historical motifs to bring out products that will be loved by all.

The market for high-quality, timeless traditional jewellery will remain unshaken, as these are durable items that hold aesthetic and financial value.   

Despite the noise about lab-grown diamonds, natural diamonds will remain much sought after and brides will want to possess diamonds that act as a medium of personal expression. The demand for contemporary and versatile designs that can be worn every day as well as for special occasions will rise.  VBJ is all game to explore new possibilities in design, where tradition meets modernity, offering exceptional craftsmanship that is both timeless and relevant.

The brides of 2025 will opt for jewels that are a perfect blend of stunning aesthetics, advanced technology, and conscious luxury and the Indian Weddings will only get bigger and better, this year.