Young women in urban India prefer fine jewellery over statement pieces

More and more consumers are choosing everyday yet timeless jewellery over extravagant pieces, opting to make smart purchases

A few years ago, one of the many stress-inducing unticked boxes on any to-be bride’s checklist would be the procurement of jewellery for the big day. The norm of purchasing extravagant, high-end pieces that wouldn’t make it to daily, or even monthly, rotations is being replaced by the practice of buying minimal, subtle jewellery crafted for day-to-day wear. More and more women across the country are choosing to spend smartly, opting for styles that don’t break the bank while still packing a punch of style. Sliver-thin bracelets, subtle studs and dainty necklaces are gaining popularity, thanks to a rise in the number of labels in India that cater to this segment. We speak to the owners of three such brands that craft timeless pieces suited to everyday dressing. 

Less is more

Mother-son duo Deepika and Sumer Gehani’s SimSum Fine Jewelry offers a collection of lightweight diamond pieces set in 14-karat gold. “GenZ and millennial buyers are looking to elevate their everyday style with a touch of elegance and sophistication via jewellery crafted for day-to-day use,” shares Deepika. She tells us that for years together, generations of parents have placed a keen focus on obtaining jewellery suited for weddings and made with the intention of being passed on to their children as heirloom pieces. However, more and more younger women are now asserting their independence in the form of minimal finishing touches and add-ons, opting for diurnal jewellery, instead of bridal sets that become redundant after wearing them for just a few functions. 

Rashi Sanghvi and Aakriti Tapuriah, co-founders at STAC Fine Jewellery, echo a similar opinion, citing a “change in the lifestyle of women,” saying that they no longer have to wait for a husband or a father to gift them a valuable piece, as was traditionally the case. Kajal Fabiani of her eponymous jewellery brand, KAJ Fine Jewellery speaks of similar trends, saying that the buying behaviour of modern Indian women impacts the jewellery industry in more ways than one. Fabiani mentions, “Today’s woman isn’t afraid of making unconventional choices,” and cites that such buyers opt for styles that are high on wearability, unlike traditional bulky designs. “Women now want to add jewellery to their wardrobe that is light, easy to carry and versatile, versus one-time-wear ornaments,” she adds. 

A practical investment 

Sanghvi and Tapuriah offer a great plan of action for women looking to build a timeless collection–to build a Pinterest board of the kind of pieces you like, set aside a small percentage of your income each month, and as and when you’ve managed to save up enough, buy one of those items every few months. The duo tells us that they cater to “urban, working women aged 25 to 40, who are keen on investing in longer-lasting things,” and say that they receive orders from varied pin codes across cities in India. “That’s what’s so inspiring, especially since accessibility isn’t strong in far-out places,” they say. Noting that the practice of buying jewellery online is only a recent one, they mention brands needing to build a certain amount of trust. While initially buyers were quick to have their local jeweller replicate a style they liked, they’re now opting to shop labels like KAJ Fine Jewellery, SimSum Fine Jewelry, and STAC Fine Jewellery.

Fabiani tells us about a piece she’s designed: “A diamond necklace which can later be worn as a bracelet and accessorised with a watch.” Women today live busy lives and show preference for items that serve dual purposes. This versatility comes from investing in classic shapes and silhouettes like “tennis bracelets,'' which have been a personal favourite for Deepika. Kajal mentions a lot of customers wanting to claim their jewellery even further by adding a personal touch to their pieces via the engraving of a dainty letter or date, thus making each purchase even more significant and special. “Classic pearls, even though they’ve been around since forever,” says Tapuriah and “the idea of stacking minimal rings and bracelets to create a different set each time”, chimes in Sanghvi, when asked about trends they never see going out of style.

Rooted in the concept of jewellery that’s fit to be worn every day without burning a hole in your pocket, the three labels cater to a segment of young women who are keen on treating themselves in a meaningful and mindful way. “All the younger buyers are definitely attracted to pieces that are wearable, sets that can be broken apart and investment pieces with a resale value”, concludes Fabiani.

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