Modern Love Redefining Jewellery Brand Conversations

How evolving notions of love, relationships and commitment among millennials and Gen Z are influencing brand messaging, visual storytelling and tone

- By SUJALA MARTIS

For decades, jewellery advertising followed a predictable formula: a couple, a picture-perfect proposal, a radiant bride, and of course, the obligatory closeups of her bridal finery.

It was glossy, grand and often, emotionally one-dimensional. But love today doesn't look like that. And perhaps, it never truly did.

Across India, millennials and Gen Z are reshaping the very vocabulary of love. It's no longer just built on fantasy or tradition but grounded in felt truth, curated and shared in real time. This generation may stage a proposal for Instagram, but the emotions behind it are real. They value both authenticity and aesthetic, presence and performance. Their idea of love is built on equivalence, partnership, and is deeply rooted in individuality. It's not about surrender, but about being seen, not about compromise, but about continuity. Not settling down but growing up side by side. And increasingly, they're asking their symbols of love, especially jewellery, to hold space for that.

Nowhere is this shift more pronounced than in how young women express what they seek in a relationship. Where freedom was once a privilege, it's now nonnegotiable. Where quiet support once sufficed, they now seek partners who challenge them, who grow with them, and who dream with them. Acceptance is no longer enough; it's active encouragement that defines modern love.