Kolkata: Bollywood’s influence on India’s jewellery boxes is fading. Young shoppers are walking into stores asking for Bridgerton-style tennis bracelets, Emily in Paris-inspired minimalist pieces and even engagement rings resembling the one from the sitcom Friends. The shift, driven by global streaming shows, is reshaping India’s ₹90,000 crore diamond jewellery market, where studded pieces account for 62% of sales.
Leading jewellers reported 20-43% growth in studded diamond sales in the April-June quarter from a year earlier.
Traditional Influences
“Trendier diamond jewellery influenced by international styles now accounts for nearly 40% of our sales, up from 15-20% a year ago,” said Rajiv Popley, managing director of Popley & Sons.
“Gen Z and millennials ask for designs they have seen in international web series.” Jewellers said OTT platforms have emerged as powerful trendsetters, replacing Bollywood’s traditional influence on jewellery buying.
“OTT shows such as Emily in Paris and Bridgerton have influenced fashion and jewellery aesthetics among younger audiences. Social media further amplifies these trends, with consumers recreating and putting their own spin on looks they see on screen and online,” said CaratLane chief marketing officer Shaifali Gautam.
The trend marks a shift from just a few years ago, when Bollywood celebrities and high-profile weddings dominated jewellery trends. Kiara Advani’s layered diamond and emerald bridal necklace became one of the most sought-after wedding looks after her marriage, while Nita Ambani’s striking emerald necklace inspired affluent buyers and bridal shoppers to opt for statement emerald jewellery.
Today, jewellers say customers are just as likely to walk in carrying screenshots from Netflix series as photographs of Bollywood celebrities.
The surge in gold prices has also nudged consumers towards lighter, more wearable jewellery.
A Personal Style
“Rising gold prices have prompted consumers to prioritise jewellery that offers beautiful design while making better use of their budget. Over the past year, customer enquiries for studded and illusion-set jewellery have grown approximately one-and-a-half to two times faster than those for heavier statement pieces,” said Neil Sonawala, managing director of Zen Diamond India.
At Zen Diamond India, he said, customers below the age of 40 years now account for nearly 55-60% of its customer base, compared with around 40% when it launched in India in 2024. CaratLane said it is seeing a clear shift towards 9KT lightweight gold jewellery, particularly among younger buyers. “Jewellery is increasingly becoming part of everyday styling rather than being kept in a locker,” Gautam said. Industry executives said millennials and Gen Z now view jewellery as an extension of personal style rather than merely an investment. They are increasingly buying rings, earrings, stackable bracelets and layered necklaces for self-expression and self-gifting.
“Their relationship with jewellery has moved from occasion-led buying to everyday self-expression. They are more experimental-stacking, layering and mixing styles,” Gautam said. Younger consumers are wearing it as an everyday fashion accessory, experimenting with stacked rings, layered necklaces an1d mixed styles. Rings and earrings remain the top-performing categories, while stackable and layered jewellery is witnessing rapid growth as consumers seek versatile pieces that can be worn from the office to the evening, said jewellers.
