New Delhi, Nov. 6 -- India's relationship with jewellery has always been shaped by tradition, celebration and the desire to preserve wealth. During the festive season, these associations become particularly visible, as jewellery purchases mark auspicious beginnings, family occasions and personal milestones. Yet, alongside these enduring motivations, the meaning of jewellery is evolving.

The question for luxury jewellery brands is what persuades a consumer to choose a particular piece when the value of its materials tells only part of the story.

India's jewellery market is estimated at 140-155 billion by FY2028, according to Deloitte's January 2025 report, Sparkling Success: Renaissance in India's Gems and Jewellery Sector. But a growing...