India’s gems and jewellery sector enters the upcoming wedding and festival period with cautious hope. Driven by renewed buyer enthusiasm and shifting style preferences, demand spans various categories. Shoppers weigh cultural traditions against budget limits, showing interest in gold, modern lightweight pieces, silver coins, and lab-grown diamond (LGD) jewelry.
Current market trends indicate a move toward sleeker, lighter items that mix classic looks with modern styling. As bullion costs remain high, buyers are looking for versatile designs that work for daily wear and special events.
Lightweight Styles Are Trending
Rajesh Rokde, the Gem & Jewellery Council (GJC) Chairman, remarked on the market’s positive reception to these new items. “Higher gold prices are encouraging a shift towards lightweight designs and innovative collections,” he stated.
Silver ornaments and coins are also seeing increased interest, while consistent store traffic and pre-orders suggest shoppers feel confident about making purchases during the holidays.
Avinash Gupta, GJC Vice Chairman, pointed out how younger demographics are driving this change. They are seeking items that honor heritage but feature a modern aesthetic.
“We are witnessing a clear preference for contemporary, lightweight designs that blend tradition with modern aesthetics, especially among younger buyers,” Gupta added.
Lab-Grown Diamonds See Rising Demand
Laboratory-grown diamond jewelry is gaining ground, particularly among younger adults and first-time buyers. These items offer larger stones and stylish looks at prices that fit tighter budgets.
Aarav Bafna, Director of Akoirah by Augmont, forecasts that LGD sales will exceed the general jewelry market this year. “Sentiment has matured from curiosity to conviction,” Bafna noted, referring to how buyers are now choosing lab-grown stones intentionally.
He predicts that Dhanteras and Diwali will drive sales of lightweight 14K and 18K LGD pieces for gifts, while the wedding season may spark interest in solitaires, rings, and bridal sets.
Trust is built through certification and clear pricing, with IGI and SGL accreditations being key for buyers seeking reliability. Growth is also occurring in Tier 2 and Tier 3 markets.
For merchants, selling LGD is not just about offering a cheaper option. Explaining stone properties, certification, and the difference between natural and lab-grown stones is vital for winning trust.
Understanding the specific needs of gifters, couples buying rings, and wedding shoppers allows retailers to create specialized collections.
A recent dip in precious metal prices has sparked fresh interest, potentially making items more affordable for those who delayed buying.
“The recent drop in gold rates is a great opportunity for customers,” he remarked.
To drive traffic, his firm runs a large lottery campaign and offers rate-booking programs. These tools help clients lock in prices despite market swings and plan their spending.
Even with positive feelings, buyers are meticulous, comparing quality, cost, and style to ensure they get good value.
Chetan Thadeshwar, CMD of Shringar House of Mangalsutra Ltd., is optimistic. He cites Diwali, wedding buying, and cheaper gold as factors supporting demand.
“Retail sentiment is positive, though customers remain value-conscious and are comparing designs, quality, and price before making a decision,” Thadeshwar said.
He expects the calendar of holidays to keep demand strong, provided retailers offer varied collections that include lightweight and occasion-specific items.
Suppliers and wholesalers must align their stock with these new retail demands. Flexible options in weight, style, and price can help shops serve a wider audience without sacrificing quality.
Prithviraj Kothari, MD of RiddiSiddhi Bullions Ltd. and IBJA National President, anticipates a 15–20% rise in sales value year-over-year. Volumes, however, may stay flat or fall slightly.
He also noted that listed jewellers reported 20–30% revenue growth in July–September, but warns that these advance bookings must result in actual sales.
Khandelwal noted that sales dipped around Ganesh Chaturthi and Dussehra, but foot traffic is returning as gold hovers near ₹1.42 lakh–₹1.44 lakh.
“The key thing to watch is how many advance bookings turn into actual purchases, because that will decide the final number,” Khandelwal explained.
For the supply chain, tracking average transaction values, unit sales, gold weight sold, and booking cancellations is key to understanding the real performance.
With Dhanteras set for November 6, 2026, shops rely on pre-orders, price-locking, and bridal orders. These tools help manage volatility, but turning bookings into sales is the ultimate goal.
Retail Strategies to Boost Festive Sales
Retailers are employing various strategies to capitalize on the festive season, leveraging price fluctuations and promotional campaigns. Rate-locking schemes provide customers with budget clarity, allowing them to secure prices despite market volatility. Promotional campaigns aim to increase foot traffic and engagement, encouraging purchases. However, retailers must carefully structure these offers to ensure transparency and support sustainable sales growth, rather than merely attracting crowds.
