Younger buyers in India are prioritising personal style over traditional heavy jewellery investments

Younger consumers are increasingly looking for minimalist, trend-driven designs reminiscent of popular international web series rather than traditional heavy ornaments often associated with high-profile celebrity weddings.

This shift directly impacts the ₹90,000 crore diamond jewellery market. Leading retailers reported that sales of studded diamond jewellery grew between 20% and 43% during the April-June 2026 quarter compared to the same period last year. For many jewellers, these internationally inspired, trendier diamond designs now represent nearly 40% of their total sales, a substantial increase from the 15-20% contribution seen just a year ago.

Rising gold prices are also playing a significant role in this market evolution. As gold becomes more expensive, consumers are naturally gravitating toward lighter, more wearable pieces that offer better value for money. Retailers are responding by emphasising lightweight 9KT gold products, which align with the current consumer preference for daily styling.

For the younger demographic, particularly millennials and Gen Z, jewellery is increasingly viewed as a form of self-expression and personal style rather than a store of value. This group now accounts for a significantly larger share of the customer base for many modern jewellery brands.