WHAT'S SELLING NOW AND WHY THE STYLES, VALUES, AND STORIES DRIVING DEMAND IN 2025

As changing consumer values reshape India's jewellery market, retailers and manufacturers are rethinking everything -- from design cycles to channel strategies. Ayesha Vaswani explores how brands are balancing affordability, craftsmanship, and personal storytelling to stay relevant in a landscape defined by self-expression and practicality.

- Ayesha Vaswani

The Indian jewellery industry today stands at a decisive inflection point - one defined not only by economic variables like gold prices but, more importantly, by deep shifts in consumer attitudes, expectations, and purchasing behaviour. From legacy manufacturers to innovative boutique retailers, businesses are contending with a customer who is increasingly value-focused, style-conscious, and inclined to treat jewellery as an extension of personal identity, rather than a static store of wealth.

In this landscape, companies that thrive will be those capable of balancing affordability with design integrity, agility with heritage, and digital innovation with the trust inherent in in-person relationships.

The May 2025 report of market research company Glimpse, headquartered in New York, offers compelling evidence of this evolution.

Layered styling is no longer a niche preference; it is becoming the norm. For example, hand chains are being recast as everyday essentials, rather than occasional statements, and dainty, unisex watches are regaining momentum as consumers reject overtly conspicuous designs in favour of subtle sophistication. Mid-luxury pieces that prioritize craftsmanship, rarity, and personal narratives are steadily replacing purely status-oriented purchases.

What is evolving, however, is how these classics are being styled and worn.

Explaining what is selling most in today's challenging times, Amarendran Vummidi, Vummidi Bangaru Jewellers, Chennai, says, "Gold and diamond jewellery are selling exceptionally well, with gold being a top performer despite the recent price increase." Hist observation reinforces that even as prices rise, customers continue to seek jewellery that retains long-term intrinsic value.