Art and jewellery are redefining how modern Indian women build community

Jewellery has always been a marker of identity, but for a growing generation of Indian women, it is also becoming a marker of belonging. What was once an heirloom within the family, now passes through circles of women who see adornment as a way of connection—with culture, with the self, and with one another. 

“Because of social media, it’s easier for women to reach out to each other and create understanding,” says Sonam Kapoor, actor and brand ambassador of Zoya. The conversation around jewellery has moved beyond the showroom; it now lives in community groups, on digital feeds, and in shared spaces where women exchange ideas about style, craftsmanship, and meaning.

The modern Indian woman is individualistic yet community-driven

A recent World Bank Group survey found that many Indian women report significant social isolation, a fact that makes community not just desirable, but essential. “We have a very active community on Facebook, and hold offline meetings as well, where we wear sarees, dress up, and catch up with each other,” says entrepreneur and investor Charu Bhargava, describing Saree Speaks, a collective she belongs to. “What’s fascinating is how personal expressions often lead to shared experiences that create those micro communities, built on shared identities, values, and aesthetics.”

Bhargava believes individuality and community strengthen each other. “A community is a place where women lift each other up and celebrate each other’s individuality. The more we support each other, the more we are likely to bloom like flowers,” she adds. 

“SELF-EXPRESSION OF A WOMAN REQUIRES A DEEPLY MEANINGFUL CONNECTION WITH HER—NOT JUST IN TERMS OF THE NARRATIVE, BUT ALSO IN TERMS OF THE DESIGN, THE THEMES BEHIND THE DESIGNS, AS WELL AS THE EXPERIENCES THAT SHE SEEKS” –– Ajoy Chawla  

For Sharon D’Souza, a Canada-based banking professional, who left India 25 years ago, this balance feels familiar.“I have had a very global career. Thus, today, my values are more accepting and inclusive—very different from when I started. Although I am traditional and conservative, yet I can show up socially and play in different setups with dexterity.”

Jewellery as self-expression and shared experience

Art, jewellery, and fashion have long mirrored identity. Yet for women, jewellery carries an added emotional charge—it holds memory. “Women have conventionally always bonded over the little things that they do for themselves—whether it’s a beauty product you shopped for or a new piece of dress that you own,” says Bhargava. “As more and more women are evolving and seeing more of the world with greater depth, they’re also understanding how art and luxury could touch them differently.”

Ajoy Chawla, CEO of Zoya, sees this shift reflected in the luxury jewellery label’s work. “Self-expression of a woman requires a deeply meaningful connection with her—not just in terms of the narrative, but also in terms of the design, the themes behind the designs, as well as the experiences that she seeks.” Kapoor adds, “When we learn to be ourselves is when we are truly able to express ourselves in the right way.”

This relationship between design and dialogue is visible in Samāvé, one of Zoya’s collections. “The collection features a patented stone setting, called the ‘Bowley setting’ which is inspired by the stepwells of India. A true architectural wonder,”explains Chawla. “The step was an old architectural piece of India where, traditionally, women used to gather from different villages and towns to collect water. And, as they did that, there were bonds, conversations, and, thereby, a sense of community that was nurtured.” 

The evolution of luxury and belonging

For D’Souza, the notion of locking jewellery up feels dated. “I gravitated towards the brand because they make pieces that can move from work to parties. For example, I own a beautiful choker with some kundan work on it; however, it is contemporary—and versatile —enough for me to dismantle it and wear it as a bracelet.”

That flexibility reflects a wider change in how Indian women approach luxury. Pieces are worn frequently, not just preserved. Meaning is drawn from context, not possession. “Women are expressing themselves more than ever. What is really their belief is now reflecting in the way their homes look, how their behaviour is, and even in what they are purchasing,” says D’Souza. Many women are in a stage of evolution where they know that their inspiration is from within, not from outside, says Chawla. “And, that is the community of women that Zoya is trying to innovate for.” 

“They are achievers, they are multifaceted, but most importantly, they are all on a journey. And that community is what Zoya is, in a way, effectively creating.”