In India, Gen Z is looking at Gold jewellery from a different angle this Diwali season…

This Diwali, Gen Z is going in for jewellery that is ethical, modern, and not exactly investment-driven. Gold in India has never just been metal. It is legacy, pride, and investment. But in 2025, the alloy of aspiration looks different. The new gold glows softly, bends easily, and doesn’t weigh down wrists or lives.

The Midas touch this Diwali time is different. Where once 24K gold reigned as the standard of virtue and value, jewellers across Surat, Coimbatore, and Jaipur are now turning to more wearable mixes: 14K (about 58.5 per cent gold), 12K (50 per cent), and, increasingly, even 9K alloys.

Gen Z now prefers 12K and 14K gold adornments: while not exactly bijouterie, they don’t see gold as an investment like Millennials and Boomers, but as style statements. Meanwhile, what is gold without diamonds, even if they aren’t mined by DeBeers? Lab-grown diamonds, once considered a compromise, are now a conscious choice. Semi-precious stones, vibrant and versatile, are taking centre stage.