For most of us in India, jewellery has never just been about accessorising. It’s part of who we are — a tradition, a family legacy, an emotion. I’ve always seen it as something more meaningful than just metal and stones. Every piece has a story — worn by our mothers, gifted by grandparents, passed down as silent witnesses to countless moments.
But lately, one can’t help but wonder — is that emotional connect fading?
The modern Indian consumer seems to be changing. Many now lean towards design over value, believing that fine jewellery can’t offer the bold, trend-driven designs that fashion or costume jewellery can. They want something fresh, expressive, Insta-worthy — something that matches the mood, not necessarily the metal.
However, there are still those who feel differently. People say, “Why would I spend ₹50,000 on something imitation when I can get it made in gold? At least it’ll have value.” And honestly, that thought makes sense too. But then again, design, value, and budget rarely come together in today’s jewellery market. It’s either beautiful but off-budget, or affordable but short-lived.
I think, earlier, people always leaned towards the traditional — heavy gold pieces, temple work, Kundan sets. But now, it’s all about modern, minimal, and versatile jewellery that still carries meaning. We want something that fits both our everyday style and our emotional side. It’s not easy to find that balance.
So it makes me think — what are jewellery brands doing to close this gap? Are they evolving enough to speak the language of this new generation? Because, from where I see it, jewellery isn’t just about looking good anymore. It’s about feeling right — wearing something that reflects a piece of your personality, your story, and your roots, all at once.
