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Men’s Jewellery In Tier 2 and 3 India: A Market Coming of Age

By Vikas Kataria, Promoter, DP Jewellers

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India’s jewellery market is undergoing a decisive transformation, and much of this momentum is emerging from Tier 2 and Tier 3 cities. Today, these markets account for nearly 60 to 65% of overall jewellery sales, with diamond demand alone witnessing a 15 to 20% year-on-year rise, supported by new store expansions and targeted campaigns. Within this shift, one of the most compelling growth stories is the rapid rise of men’s jewellery.

At DP Jewellers, we have seen the men’s segment grow by 20 to 25%, moving from virtually negligible participation a few years ago to contributing over 12 Percent of our sales. Affordable silver jewellery and chains have played a crucial role in smaller cities, offering aspirational yet accessible options. Fast fashion jewellery demand has also risen by nearly 50% in non-metros, driven by rising disposable incomes and the expansion of organised retail, with over 60% new outlets strengthening structured distribution.

A key cultural shift underpins this growth. Men in smaller cities are increasingly style-conscious, influenced by social media and global fashion conversations. Nowadays, they are also frequenting platforms such as Pinterest for styling guidance. They prefer established, organised jewellers, often after family endorsement, signalling a clear move away from unorganised retail towards trusted brands.

In terms of trends, men have always liked bolder pieces that make a statement. Pearl necklaces, single white or black strands paired with kurtas or shirts, have gained visibility through fashion weeks and celebrity styling. Structural bracelets and leather-silver stacks, gem-studded brooches for bandhgala jackets, and layered chains mixing gold, silver and titanium are increasingly popular. 

Colour gemstones are another emerging preference. Sapphires and emeralds, in particular, are seen as markers of affluence. While semi-precious stones continue to be chosen for astrological reasons by firm believers, precious coloured stones are increasingly selected as style statements.

Importantly, affluent male buyers are also viewing jewellery as an asset class, complementing physical purchases with investments in gold ETFs. The modern Indian man in Tier 2 and 3 cities is confident, informed and willing to experiment, and tailored marketing combined with trusted retail formats is unlocking this powerful new chapter in jewellery consumption.

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By Invitation

Artisan Perspectives: Rethinking Craft In The Age Of Lab-Grown Stones

Prapanjj S K Kota
Founder & CEO at Réia Diamonds

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  • Traditionally, diamond value was driven by rarity, origin, and size, with craftsmanship playing a secondary role.
  • With the rise of lab-grown diamonds, abundance is shifting focus from rarity to design and craftsmanship.
  • Jewellery-making is returning to a craft-first approach, placing artisans at the core of value creation.
  • Skill, precision, and finishing quality are becoming primary differentiators.

The rarity of diamonds has historically dictated their market value, and most of the conversation surrounding a diamond’s value has revolved around where (and how rare) it came from, and how large it was. While craftsmanship has always been important, it has often remained secondary, simply supporting the diamond rather than receiving the buyer’s focus.

As lab-grown diamonds begin to enter the market in greater numbers, the conversation surrounding them is also changing. With an increasing supply of diamonds, being a differentiating factor in jewellery becomes much more about design, craftsmanship, and the quality of work than about rarity.

For artisans, this shift means that the focus of making jewellery has returned to the craft itself.

From a technical perspective, lab-grown diamonds do not affect the fundamentals of jewellery making. They will continue to have the same hardness, brilliance, and structural properties that natural diamonds do; therefore, using traditional setting techniques, including precision settings, pavé work, micro-setting, and polishing, will be just as essential. While the tools may be more modern, the knowledge to work with diamonds continues to be based on many years of training and experience.

The major change comes with the new opportunities presented by working with lab-created stones.

Designers are utilising the increased access to stones to try new layouts incorporating a greater focus on symmetry, scale and intricate detail. As jewellery changes, so does its craftsmanship. Today, with designs that involve numerous stones, layered settings, and modern silhouettes, artisans must have an intentional focus on the structural integrity and balance of the pieces being created, elevating their role more than ever before.

As we see craftsmanship play a supporting role to design when jewellery becomes design-centric, the specifics of how stones are aligned, how strong the setting is, and how well metal surfaces are finished will have an impact on how a piece looks, feels, and holds up over time; and therefore, they cannot be replicated with technology alone.

This change also highlights the importance of India’s historical craft traditions. Surat’s experience in the production of diamonds has established it as a leading force in the world of fine jewellery. This industry relies heavily on a team of talented craftsmen and manufacturing expertise, which plays a very important role in the overall development of jewellery that uses natural as well as lab-grown diamonds.

The introduction of lab-grown diamonds offers a fresh new direction for many artisans, as well as introducing something new into the world of fine jewellery. As it becomes less critical to know where a stone comes from, knowing the quality of the craftsmanship around a piece of jewellery will become increasingly essential. Design integrity, structural engineering, and finishing standards will all contribute to defining the real value of a finished piece.

Therefore, there is an opportunity for artisans; thoughtful design with precise execution requires a high level of technical proficiency. The better the craft, the more evident the difference is.

With the rise of lab-grown diamonds, the discussion about value will slowly evolve to include what has always been considered great jewellery: the skill, time, and craftsmanship it takes to create a piece of art from a design.

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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.

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