India, June 26 -- The relationship between Indians and jewellery has always been emotional. For generations, gold has represented celebrations, milestones, security, and legacy. But as gold prices continue to rise, the way consumers approach jewellery is undergoing a noticeable transformation. The question is no longer just "How much gold is in this piece?"; it is now "How often will I wear it?"

According to Neil Sonawala, Managing Director at Zen Diamond India, the rise in gold prices has accelerated a shift that was already taking place in the jewellery market.

"Consumers today are becoming more conscious about what they spend and how they invest in. Instead of focusing solely on gold weight, they are increasingly evaluating jewellery...