D2C'S Silver Sparkle

Offering a rare bundle of reasonable price points, design and diversity, D2C silver jewelry is winning in the category of impulse purchases

- SHUBHAM DASGUPTA

It is the year 2023, and the customer no longer views jewelry as just an investment possibility. The home-grown and international jewelry brands are essentially catering to a super-expressive consumer group who prefers wearing their thoughts on their accessories. Enter the scintillating silver in the D2C segment has opened up a world of possibilities. Its versatility, affordable price points, and ease of crafting immaculate designs make it the new darling of both brands and consumers.

CRUNCHING COST BARRIERS

Gold, diamond and gemstones take the top spot when it comes to investment. Silver offers a vast price range that no other precious metal can provide, elaborates Sunaina Ramisetty, Founder, Paksha By Tarinika. “You can sell pieces priced between Rs 3,000-5000 or go up to lakhs, all for a silver choker,” she asserts.

While jewelry remains to be bought, repaired, and sold from physical retail by customers above the age of 50 years; millennials and Gen Z are adding silver jewelry to their e-carts to accessorize their changing wardrobes. E-commerce, according to Aditya Pethe, Director, WHP Jewellers, has unlocked silver’s demand with the right marketing. “Many of our customers cannot always afford gold and diamonds, but they still want to look stylish and fashionable. Online marketplaces have made it easier for consumers to access a wide variety of silver jewelry designs and purchase them from the comfort of their homes. This led to the emergence of several silver jewelry brands catering to the needs of different consumer segments,” he claims.