Jewellery has always been considered as an essential ornament for Indian woman’s trousseau. Traditional pieces are added to a woman’s collection all through her life, be it from her parents or her in laws. Indian men have also not demurred from adorning themselves with gold jewellery or precious stones as a symbol of their status and prosperity.
Changing trends in the jewellery market
Although times have changed, the lure of jewellery still remains strong. Changing lifestyles and exposure to western influences has brought in diverse styles of jewellery in Indian markets. While yellow gold has maintained its popularity amongst Indian consumers. There is also an acceptance of other colors like white gold and rose gold. An increased awareness of the value of platinum has found several buyers willing to invest in the beautiful metal in spite of its high cost. Thanks to a dedicated marketing campaign.
Traditional jewellery is still preferred for weddings but contemporary fashions have also influenced the style of jewellery. It would not be surprising to see the blushing Indian bride wearing a delicate shade of mauve or rose lehenga with a diamond encrusted white gold necklace.
Marketing and growth of jewellery
The growth of the retail sector in jewellery has also changed Indian perceptions where traditional jewellery was always bought from a trusted family jeweller. There is now a wide choice of brands catering to varied tastes of consumers. With an increased buying power and a strong growth of working women professionals, jewellery is not seen as merely an investment. Work wear jewellery that is light and elegant is an example of the new wave of jewellery that matches the tastes of today’s professional woman. Jewellery brands are adopting aggressive marketing to create brand value and build trust. Several brands also have exclusive lines to suit the tastes of modern Indian men.
A steady sale of jewellery, especially gold, has enabled the gem and jewellery industry to flourish rapidly in India. The increasing gold prices have not dimmed sales too much, with consumers seeing gold as an investment for the future. The diamond sector is also very strong with India being the third largest consumer of polished diamonds. Currently India is the major polishing and cutting hub for diamonds.
A rapidly growing middle class and a surge in Indian consumerism have taken the jewellery industry in India to new and glittering heights. While the future continues to be promising for this industry, the splendour of Indian jewellery continues to capture hearts at home and overseas.
