CARATS & CHARACTER

As Indian consumers shift from occasion-led buying to everyday ownership, fine jewellery finds a new definition — one that's rooted in emotion and identity as much as material value

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For centuries, jewellery in India has existed far beyond the realm of adornment alone.

Rooted in the cultural fabric of our legacy, it has stood as a currency of exchange in social, economic, and religious practices. From a marker of the elite to being passed down as stree dhan — a form of financial security for women getting married, designed to be both worn and, in moments of need, liquidated — Indians have always shared a dual narrative of emotion and investment economics with fine jewellery.

Traditionally, the purchasing norms for Indian jewellery have been defined by what it signifies — rooted in weddings, festivals, and milestone occasions that dictated both timing and scale, rather than why it's being bought at all. Often a collective decision-making process, its value was measured by factors like weight and role within tradition.

In recent times, there's been a shift in the narrative. No more is jewellery a thing to be hoarded; women today not only flaunt their gold like never before but also incorporate fine jewellery in their daily wardrobes, bringing individual preferences and everyday design codes to the centre stage.

"People no longer see the point of keeping jewellery locked away; they want it to be an extension of self-expression," explains Tamannaah Bhatia, actor and the newly-minted founder of Tamannaah Fine Jewellery.

Today's consumer acquires jewellery with more information and intention. The act of buying jewellery now relegates ceremonial obligation for celebrating oneself, with purchases anchored to mark milestones and small wins, or simply "something that's an extension of themselves — a reflection of who they are as people and what they want to convey to the world," says Puja Shah, Co-Founder at Aurus Jewels and Moi.