The festive season has begun. Markets are bustling with Navratri. But this time the trend of jewelery market is seen to be completely changed. The biggest reason for this is the skyrocketing price of gold. Gold prices have increased by 54 percent in the last few years (2024-2025). This inflation in gold has forced consumers to look for new alternatives. Now many people are preferring diamond jewelery instead of heavy gold jewellery. Market insiders believe that this festive season too, diamond jewelery sales could see a huge jump of 15 to 20 per cent.

Big price difference

People’s inclination towards diamond jewelery compared to gold has not increased without reason. The simple math behind it is price. On one hand, gold prices have increased by a whopping 54 percent, while on the other, small diamond prices have fallen by around 25 percent compared to the festive season of 2025. In the era of expensive gold, cheap small diamonds are proving to be a very attractive deal for consumers. This is the reason why the demand for diamond jewelery is increasing rapidly.

Jewelery that fits within a budget

Due to the high cost of gold, now people are looking for the best jewelery in the budget ranging from 10 thousand to 1 lakh rupees. Jewelers are also preparing special designs by understanding this need of customers. 18 carat, 14 carat and 9 carat gold are now being used to bring diamond jewelery within the reach of common people. Joyalukkas chairman Joyalukkas says that setting diamonds in low karat gold comes within the budget of jewelery customers. They expect a 20 percent growth in diamond jewelry sales this season. Along with this, the retail jewelery market is witnessing fierce competition. Many regional companies are entering the market. Some companies are also launching their IPOs in the stock market.

The demand for lightweight designs is increasing

Now the demand of jewelery not only for weddings but also for everyday wear is increasing rapidly in the market. Consumers now want designs that they can wear every day. According to Senko Gold MD Suvankar Sen, earrings, rings and pendants in the Rs 30 thousand to Rs 1 lakh range are selling very fast. Its brand is also witnessing 20 percent growth in the daily wear segment. Ishu Datwani, founder of Mumbai-based Anmol Jewellers, says that these days you can get good diamond jewelery even for Rs 25,000. Customers are liking the look of diamond jewelery as per its price.

Emphasis on intelligence rather than showmanship

Colin Shah, MD of Kama Jewellery, believes that there is no special gold jewelery available in the budget of Rs 10 thousand to Rs 1 lakh. That is why small diamond studded jewelery has become a super hit in this category. People are now losing weight in gold. Consumers who used to get 100gm necklaces earlier, have now sensibly shifted to lighter 60gm jewellery. Supriya Kataria, founder of Kumari Fine Jewellery, also believes that consumers now want jewelery that they can wear on different occasions. The trend of wearing jewelery only on a special day is now declining. He also expects 15 to 20 percent growth this season. Overall, the rise in gold prices this festive season has created a huge opportunity for the diamond market.