Last Updated:
From marking life milestones with natural diamonds to investing in gold for prosperity, consumers are embracing jewellery that goes far beyond adornment
Indian consumers are increasingly gravitating toward natural diamonds during the festive season
As India steps into its vibrant festive season, jewellery continues to be at the heart of celebrations. From marking life milestones with natural diamonds to investing in gold for prosperity and exploring wearable modern designs, consumers are embracing jewellery that goes far beyond adornment. This year, the festive trends reflect a seamless blend of heritage, individuality, and innovation.
Natural Diamonds as Symbols of Celebration
Recommended Stories
Toranj Mehta, VP, Marketing, De Beers India, observes that Indian consumers are increasingly gravitating toward natural diamonds during the festive season. “Festivities today are not only about gifting, but also about investing in pieces that carry meaning, heritage and enduring value. Consumers are celebrating personal milestones whether a promotion, a new beginning, or rewarding themselves and natural diamonds are becoming a meaningful way to mark these occasions,” she says.
Mehta notes how diamonds have moved beyond engagements and weddings to symbolize individuality, achievement, and cherished bonds. “Natural diamonds are no longer seen only as symbols of engagement or marriage, but as versatile expressions of individuality and celebration. They have become a way for consumers to connect emotion, aspiration, and legacy.”
Gold and Colourful Statements Dominate Festive Choices
For gold, the festive spirit remains as strong as ever. Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, emphasizes that customers continue to value gold as both a cultural tradition and a long-term investment. “There is a growing enthusiasm for colourful, statement pieces that reflect individuality and elegance. Our Huescape collection captures the spirit of the season, it is handcrafted gold paired with pastel-hued gemstones, blending heritage craftsmanship with contemporary aesthetics,” shares Kalyanaraman.
According to Kalyanaraman, festive shoppers are also upgrading older pieces, opting for lighter designs, and increasingly exploring 18K jewellery for its blend of style and affordability. “Our campaigns this festive season celebrate tradition while embracing evolving preferences. With special offers on making charges across plain gold, temple, antique and diamond jewellery, we’re making festive purchases more accessible.”
Wearable, Personal, and Tech-Led Jewellery
CaratLane is seeing strong traction in lightweight jewellery that is wearable beyond festivals. Shaifali Gautam, CMO, CaratLane, explains, “Customers want trust, value, and stunning design pieces they’ll wear beyond the festival, not keep in the locker. Our new festive collection Peepal brings symbolic, modern designs to everyday wear, while culturally tuned brand films like Bappancha Ashirwaad for Ganesh Chaturthi and Mayer Aashirbad for Durga Puja add regional storytelling to the experience.”
She adds that innovative offerings, like CaratLane Postcards where scanning a ring reveals a loved one’s video message are turning jewellery into sharable, personal experiences. “We’re seeing three clear shifts: rising adoption of 9KT and 14KT gold, especially after BIS hallmarking made it more accessible; a surge in personal, tech-led gifting; and collections rooted in regional modernity, which resonate deeply with today’s consumers.”
The Festive Outlook
Together, these insights show that festive jewellery is no longer just about tradition, it’s about meaning, wearability, and expression. Natural diamonds reflect personal milestones, gold continues to symbolize prosperity and cultural richness, while lighter, tech-enabled designs are capturing the imagination of younger buyers.
This festive season, jewellery is not just what you wear, it’s how you celebrate.
About the Author
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl…Read More
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl… Read More
September 22, 2025, 07:41 IST
Loading comments…
Go to Source
Author: News18
