With 92 per cent of consumers set to maintain or increase festive spending, jewellery brands are chasing everyday indulgence, balancing emotional storytelling with digital-first discovery to capture India’s evolving buyer

For decades, India's jewellery advertising playbook during festive seasons followed a predictable script - heavy bridal sets, families investing in gold for Dhanteras prosperity, or elaborate temple jewellery passed down through generations. But this time, as the 2025 festive season unfolds, a fundamental shift is being witnessed in how brands court consumers - the chase for the everyday festive buyer.

The Cultural Pivot
The JioStar Festive Sentiment Survey 2025 reveals that 92 per cent of consumers plan to maintain or increase their festive spending, with an average shopping budget of Rs 16,500. More tellingly, jewellery features among the top purchase categories, driven by a demographic that views ornaments as fashion statements rather than purely investment vehicles.

"Over the last few years, we've seen young, urban women making confident choices for themselves. It's about owning pieces that express their personality and work across occasions, without losing the joy of wearing something precious. They want fine jewellery that feels as natural with a work outfit as it does at a festive dinner," explains Shyamala Ramanan, Business Head at Mia by Tanishq.

The transformation reflects broader lifestyle changes sweeping urban India. The emerging consumer doesn't wait for weddings to wear fine jewellery. They seek pieces that transition seamlessly from boardroom presentations to Diwali parties, from weekend brunches to Karva Chauth celebrations. It's a market segment that jewellery brands are rapidly learning to decode and capture.

The demographic driving this change is distinctly urban and aspirational. First-time buyers in the 25-35 age group approach jewellery with different psychological triggers than traditional customers. "The younger customers are more demanding of lightweight jewellery which is appropriate for multiple occasions and not limited to traditional festive occasions," observes Shantiswarup Panda, Chief Marketing Officer at Indriya Aditya Birla Jewellery.

This sentiment is echoed across the industry. Toranj Mehta, VP - Marketing at De Beers India, notes how younger audiences are “embracing diamonds as part of their everyday rituals of self-expression. For them, jewellery is no longer reserved only for milestones; it is an extension of their personal style, effortlessly transitioning from day to night.”

Marketing Priorities
The shift toward everyday festive wear is fundamentally altering how brands are allocating their marketing budgets.

"Lightweight fine jewellery is the heart of Mia. Most of our festive investments go into celebrating these collections. We still use traditional media for reach, but our focus is firmly on digital. That is where our audience discovers, engages, and decides," says Ramanan.

"From Instagram reels and influencer-led styling tips to interactive OOH, our media mix is designed to inspire and make the buying journey simple and exciting," she further explains.

The modern consumer is not looking for jewellery just for occasions, but jewellery that moves with them through life. Malabar Gold & Diamonds’ 'Vyana – Just Like Me' campaign strikes a balance between bold design and lightweight wearability, reinforcing the theme of jewellery as both contemporary and traditional. Mia by Tanishq’s on-ground 'Runway Stars' activation brought experiential branding into the mix, merging fashion with fine jewellery.

However, the approach isn't uniform across all players. Panda maintains a more traditional perspective, stating, “A large part of brand campaign would involve exquisitely designed and finely crafted high-value jewellery during the festive season. The lighter jewellery would reach the customer through social content as well as through catalogue seeding.”

For Indriya, lightweight designs play the role of “elevated essentials”, a bridge for first-time buyers that maintains the brand’s premium positioning. “The multi-purpose use of jewellery is an important value unlock for customers… designing lightweight jewellery ensures freshness in store while making them look special and appropriate for ‘elevated essentials,’” Panda observes.

The divergence in strategy highlights how different brands are interpreting the same market trend, with some fully embracing the everyday luxury narrative while others maintain traditional festive positioning for their primary campaigns.

Digital Discovery
Jewellery brands are now recalibrating, as instead of positioning jewellery as a once-in-a-lifetime acquisition, marketers are weaving narratives of self-expression, lifestyle upgrades and everyday luxury. As digital payments dominate (61 per cent prefer cashless options) and online-offline retail channels achieve balance (52 per cent online vs 42 per cent offline shopping preference), the infrastructure exists to support this more frequent, impulse-driven purchasing behaviour.

"A large share of our festive storytelling is dedicated to lighter, design-forward jewellery that speaks to everyday luxury, alongside statement pieces that carry timeless investment value," says Mehta.

The rise of social media as a discovery platform has fundamentally altered jewellery purchasing behaviour. According to the JioStar survey, 76 per cent of consumers cite online advertisements as their primary source of purchase information, followed by OTT content and social media platforms.

Instagram feeds, Pinterest boards and influencer reels have replaced showroom catalogues as discovery hubs, while the rise of gifting culture has made smaller-ticket fine jewellery a premium yet accessible option.

De Beers is balancing legacy with modernity. “While traditional platforms continue to play an important role in building aspiration, we are equally focused on digital channels that allow us to connect with younger consumers in authentic and engaging ways,” Mehta further explains.

The data from Unicommerce validates this digital-first approach. The Independence Day Sale 2025 witnessed a 14 per cent growth in ecommerce order volumes compared to the previous year, with fashion accessories recording a 19 per cent rise. More tellingly, Tier-3 cities emerged as the biggest growth story, recording around 14 million order items, nearly double the volumes from Tier-2 cities.

Creative Storytelling For New Generation
The creative challenge for marketers lies in positioning lightweight jewellery as both special enough for festivities and accessible enough for regular wear.

"For us, 'lightweight' isn't about less. It's about more thought, more design, more versatility. We focus on storytelling that shows this, capturing jewellery as a part of real, modern celebrations. The idea is to make every piece feel like a small indulgence that’s both meaningful and wearable," explains Ramanan.

Tanishq's Raksha Bandhan campaign, 'Brothers Written by Sisters, ' reimagined traditional sibling relationships through a contemporary lens. Similarly, De Beers' 'Love, From Bestie' campaign, released on Friendship Day, introduced natural diamond bracelets celebrating female friendships, a departure from traditional romantic or familial associations, positioning the 'Bestie Bracelet' as a modern keepsake symbolising enduring bonds.

These campaigns exhibit how brands today are expanding the emotional contexts in which jewellery can be positioned.

Investment vs Expression
The Indian jewellery market's evolution reflects broader economic and social trends. With 85 per cent of consumers reporting that their financial situation has improved or stayed the same over the past year, confidence levels support increased discretionary spending on categories like jewellery. Government support through the April 2025 'Make in India' jewellery initiative, coupled with India overtaking China as the fastest-growing natural diamond market, creates a robust foundation for industry expansion.

As Mehta observes, “This momentum reflects the strong emotional connection Indian consumers have with diamonds, a bond rooted in trust, heritage and love.”

Courtesy : BW Marketing World