- With gold prices at record highs, are consumers beginning to prioritize design, versatility, and emotional value over weight and resale value?
A: I believe we’re witnessing a fundamental shift in how consumers define value. For a long time, jewellery was evaluated by its weight and future resale potential. Today, especially among younger buyers, value is increasingly measured by how often a piece is worn, how well it reflects their personality, and the memories attached to it.
That doesn’t mean gold has lost its significance. It remains an important part of Indian culture. But design, craftsmanship and emotional relevance are becoming equally important. Consumers are asking, “Is this something I will enjoy wearing often i?” rather than, “What will this be worth years from now?”
- Lab-grown diamonds have moved from being an alternative category to becoming part of mainstream conversations. What misconceptions still exist, and what is driving consumer acceptance?
A: The biggest misconception that still remains, especially in parts of India that fall outside metropolitan or cosmopolitan areas, is that laboratory-grown diamonds are not real diamonds or they imitate diamonds. They do not. They are real diamonds with the same physical, chemical and optical properties as mined diamonds. The only difference is their origin.
What has changed is that consumers today have access to information. They research before they buy, compare options, and make informed decisions. Once people understand that they’re getting the same beauty and brilliance while making a more responsible and value-conscious choice, the conversation changes.
Acceptance is also being driven by a new generation that values transparency over tradition for tradition’s sake. They’re comfortable embracing innovation if it offers better design possibilities, greater accessibility and aligns with their values. That’s why laboratory-grown diamonds have moved beyond being an alternative, they’re becoming a preferred choice for many modern consumers of ultra urban demographics.
- Gen Z and millennials are increasingly seeking transparency, sustainability, and personalization. How are these expectations changing the way jewellery brands are designed and marketed?
A: Lifestyle and luxury consumers today don’t just buy products because they are big brands, they buy into brands they trust. Transparency is no longer a ‘nice-to-have’ factor; it’s expected. My clientele wants to know where their jewellery comes from, how it’s made, and what a brand stands for. At the same time, personalization has become incredibly important. Jewellery is deeply personal, so consumers want pieces that tell their story rather than simply follow trends.
- Social media has transformed how consumers discover fashion and luxury. Has jewellery also shifted from being an heirloom purchase to a lifestyle category shaped by Instagram, creators, and digital culture?
A: Absolutely. Social media hasn’t reduced the emotional value of jewellery, it has expanded the occasions for buying it. People discover styles through creators, fashion content and digital communities every day. Jewellery is now part of everyday self-expression rather than something reserved for weddings or major milestones. We’re also seeing consumers build collections over time instead of waiting for one significant purchase. They buy pieces that fit their lifestyle, personality and wardrobe. Interestingly, today’s everyday jewellery could very well become tomorrow’s heirloom. The difference is that these pieces are chosen with intention and worn with memories attached to them, rather than simply inherited.
- Luxury itself seems to be evolving. Do you believe the next generation values meaning, craftsmanship, and conscious consumption more than traditional symbols of status?
A: I think status hasn’t disappeared; it has simply been redefined. Earlier, luxury was often about signaling wealth. Today, it’s increasingly about signaling taste, individuality and values. Consumers are asking whether something is beautifully designed, responsibly created and genuinely meaningful. Craftsmanship continues to matter enormously, but it’s appreciated alongside innovation and sustainability. Conscious consumption is becoming a part of luxury rather than separate from it. The brands that will thrive are those that create emotional connections instead of simply displaying exclusivity. In many ways, meaning has become the new luxury.
- “From heirlooms to hashtags: Is India witnessing a shift from investment-led jewellery buying to intention-led luxury?”
A: Yes, and it’s one of the most exciting shifts happening in the industry.
Traditionally, jewellery purchases in India were driven by investment, inheritance and occasion. Those reasons still exist, but they’re now being complemented by self-expression, personal milestones and everyday celebration.
Consumers are buying jewellery because it reflects who they are, not just because it’s expected of them. Social media has accelerated this shift by making jewellery part of daily style and identity rather than something kept safely in a locker.
I often say that today’s consumers aren’t waiting to inherit meaningful jewellery, they’re creating their own heirlooms. They’re choosing pieces they’ll wear, remember and pass on because of the stories attached to them, not simply because of their monetary value. That’s what intention-led luxury looks like, and I believe it’s shaping the future of the jewellery industry.
