Festive Season Drives Demand For Versatile Diamond Jewellery As Self-Purchase Gains Momentum: Ananya Jewels

By:- Rohan Hemdev, Director, Ananya Jewels

“The festive season has always been considered auspicious to buy jewellery, with consumers increasingly looking for pieces that combine timeless value with contemporary design. Diamonds have long been a symbol of love, eternity, and prosperity, making them a popular choice for gifting and adorning oneself during festive season too. As the wedding season is coinciding with the festivities, the consumer buying sentiment particularly for jewellery is highly positive and the demand is expected to continue into the new year as well. We are seeing greater interest in diamonds as buyers seek jewellery that is versatile enough for celebrations, gifting, and everyday wear. We also see a sharp rise in consumer sentiment in the younger generation owing to their high disposable income and higher standard of living. Self-purchase is on a remarkable rise in India and women wish to buy their own jewellery to signify a special moment like a festival or celebrate a personal milestone. Digital platforms, social media, influencers, and celebrity collaborations are set to play a key role in jewellery brands’ festive strategies, making jewellery more aspirational and relevant to consumers, and adding cultural relevance to festive collections. For the industry, the festive period is an opportunity to create meaningful jewellery experiences while responding to evolving consumer preferences. We continue to offer versatile diamond jewellery pieces, designed to appeal to a wide set of consumers across occasions and price points. Overall, with the festivities in full swing, we are expecting a double-digit growth this festive season as consumers are seeking meaningful purchases.”