Jewellery's Pivot To Everyday Festive Buyer

With 92 per cent of consumers set to maintain or increase festive spending, jewellery brands are chasing everyday indulgence, balancing emotional storytelling with digital-first discovery to capture India's evolving buyer

- By Reema Bhaduri

For decades, India's jewellery advertising playbook during festive seasons followed a predictable script -- heavy bridal sets, families investing in gold for Dhanteras prosperity, or elaborate temple jewellery passed down through generations.

But this time, as the 2025 festive season unfolds, a fundamental shift is being witnessed in how brands court consumers -- the chase for the everyday festive buyer.

The Cultural Pivot

The JioStar Festive Sentiment Survey 2025 reveals that 92 per cent of consumers plan to maintain or increase their festive spending, with an average shopping budget of Rs 16,500. More tellingly, jewellery features among the top purchase categories, driven by a demographic that views ornaments as fashion statements rather than purely investment vehicles.

"Over the last few years, we've seen young, urban women making confident choices for themselves. It's about owning pieces that express their personality and work across occasions, without losing the joy of wearing something precious. They want fine jewellery that feels as natural with a work outfit as it does at a festive dinner," explains Shyamala Ramanan, Business Head at Mia by Tanishq.

The transformation reflects broader lifestyle changes sweeping urban India. The emerging consumer doesn't wait for weddings to wear fine jewellery. They seek pieces that transition seamlessly from boardroom presentations to Diwali parties, from weekend brunches to Karva Chauth celebrations. It's a market segment that jewellery brands are rapidly learning to decode and capture.