With an aim to help jewellery manufacturers offer better inventory for their buyers at IIJS Premiere 2023, leading jewellery influencer PREETA AGARWAL, conducted a Jewellery Preferences Survey in collaboration with GJEPC. The survey was divided into six sections, and here are the findings that emerged.
METALS & MATERIALS
- Out of all the metal choices, the maximum number of people still lean towards 18-karat gold.
- With the increase in gold prices, the consumer is now fine with 14-karat as base metal, if the design was attractive.
- In metal combinations, shades of yellow, white & rose gold have been popular. However, many prefer a blend of gold and silver, which could be due to the increasing gold prices and the versatility of silver.
- When asked about the popularity of diamonds or gemstones, the consumer picked design over gem choices. A whopping 60% of the consumers said they were okay with any combination of diamonds and gemstones, as long as the design was unique!
- Very few people opted for Platinum and Titanium jewellery.
- Non-precious materials like wood, feathers, beads, glass, thread, leather and more in fine jewellery does not have much acceptance in India.
OCCASION WEAR
- Wearing jewellery on a daily basis is on a steep rise and the biggest trends for pret wear are stacks of bracelets and rings and layered necklaces.
- Ear stacks – a stacking trend that was very famous in India till a few years ago, has done a global round and is back in fashion here.
- Bridal jewellery category-
- Brides are opting for multiple layered necklaces for multi-utility.
- Apart from shopping for bridal jewellery, women are buying smaller pieces so that jewellery can be worn and flaunted on various occasions.
- Gone are the days of chunky earrings. Women now want lightweight pieces.
- Collection campaigns by famous fashion designers like Sabyasachi, Manish Malhotra have raised the bridal style quotient and play a big role in aspirational shopping.
- Other factors that are influencing the spurt in occasion wear jewellery are – jewellery brand campaigns, influencer collaborations, celebrity endorsements and international red-carpet events like Cannes Film Festival, Oscars, Met Gala, etc.
PRODUCT CATEGORY
- Ring and bracelet stacks are selling the most these days.
- Multiple varieties of earrings are trending – from small ear studs and drop earrings for everyday wear to jhumkis and hoops for dressier occasions. In vogue are single earring, asymmetric earrings and stacks of earrings.
- Complicated mechanisms for are not appreciated in modular jewellery.
- Diamond jewellery and bridal jadau jewellery are forever in demand.
- Two emerging categories are pret wear in the jadau segment and contemporary gold jewellery.
DESIGN & TECHNIQUES
- While florals and classic jewellery have always been popular, post pandemic, meaningful jewellery with religious symbols, lucky numbers, prayers, etc., are preferred by consumers.
- In terms of finishing techniques, combination of matte & high polish gold is in, along with antique gold finishes. Hints of colour by way of enamelling or ceramic techniques are offering a whole new range of pastels to vivid pop shades.
- Lightweight jewellery with and more spread-out designs is seen as value for money since gold rates are steep.
DIAMONDS & GEMSTONES
- Solitaires or diamonds in cluster settings still rule the category of engagement rings. Rubies and emeralds are chosen by those who desire colourful engagement ring. But a surprise entry is the single polki-jadau engagement ring that is trending well.
- As per the survey, a massive 60% of consumers have heard about Lab Grown Diamonds but they don’t know much about it. Actual buyers are just about 10%, but there is a lot of curiosity around it.
- Rubies, emeralds, sapphires, and pearls are crowd-favourites. However, tanzanite, rubellite, tourmalines, amethysts and garnets as well as pastel gemstones like aquamarines, rock crystal, rose quartz, kunzite and morganites have a high acceptance among consumers as compared to 5 years ago.
- If we break down jewellery in colour palettes, then reds, blues, greens, and pinks have been strong. But all-white and all-gold jewellery has also received a lot of likes along with multi-coloured