The relationship between Indians and jewellery has always been emotional. For generations, gold has represented celebrations, milestones, security, and legacy. But as gold prices continue to rise, the way consumers approach jewellery is undergoing a noticeable transformation. The question is no longer just “How much gold is in this piece?”; it is now “How often will I wear it?”
According to Neil Sonawala, Managing Director at Zen Diamond India, the rise in gold prices has accelerated a shift that was already taking place in the jewellery market.
“Consumers today are becoming more conscious about what they spend and how they invest in. Instead of focusing solely on gold weight, they are increasingly evaluating jewellery based on design, versatility and everyday wearability,” Sonawala tells Health Shots.
This change is visible everywhere: from the rise of lightweight jewellery to the growing popularity of contemporary designs that fit seamlessly into everyday wardrobes.
Lightweight jewellery is becoming the new luxury
