How India’s Jewellery Industry is Shining Bright This Festive and Wedding Season

India’s jewellers are preparing for the crucial festive and wedding quarter with digital-first campaigns, limited editions, and loyalty-driven experiences even as record gold prices reshape buying behaviour.

The Season That Defines Jewellery Sales

In India, October to December has always been more than just another quarter. It is the season when festivals and weddings converge, creating the biggest surge in demand for jewellery. From Diwali and Karwa Chauth to winter weddings and homecoming celebrations of NRIs, the final months of the year account for nearly 40 to 45 percent of annual jewellery sales. According to IMARC, the Indian jewellery market crossed 90 billion dollars in 2024 and is set for steady growth through 2033, with this festive period being its most important driver.

Adapting to Gold Prices and Shifting Choices

While the festive energy fuels demand, jewellers are also contending with challenges. Gold prices have touched record highs, leading to lower overall consumption. The World Gold Council has forecast that India’s gold consumption in 2025 will fall to 600 to 700 tonnes, compared to over 800 tonnes in 2024. This has reshaped consumer behaviour, with buyers leaning toward lightweight, versatile, and demi-fine jewellery. Bridal sets are becoming smaller, and lab-grown diamonds are gaining traction among millennials who value affordability, sustainability, and style.

Storytelling at the Heart of Marketing

Jewellery brands know that in this category, emotion is everything. Palmonas, CaratLane, and Jewelbox have all highlighted that festive campaigns begin with storytelling, not ad spend. Narratives rooted in culture and celebration have become the anchor for campaigns, with themes often dictating media planning. From Ganesh Chaturthi films set in local traditions to stories of milestones and love, storytelling has made jewellery feel less like a product and more like a part of life’s most cherished moments.

Ad Spends See a Seasonal Surge

Advertising during this quarter has surged sharply, with many brands reporting a 30 to 40 percent rise in budgets compared to the rest of the year. According to GroupM’s TYNY 2025 report, festive campaigns accounted for nearly 40 to 45 percent of India’s annual ad spends. Digital-first platforms dominate the mix, with influencer tie-ups, social media, and e-commerce campaigns leading the charge, though print and television continue to add scale. RedSeer data shows digital ad spends have grown 20 to 25 percent year-on-year during this festive period, reflecting how online influence now shapes nearly half of all jewellery purchases.

Celebrities, Influencers, and Authenticity

This year, Shraddha Kapoor fronted Palmonas campaigns while CaratLane turned to television stars Divyanka Tripathi and Vivek Dahiya for cultural events like Teej and Karwa Chauth. Yet leaders across brands agree that authenticity matters more than glamour. Genuine influencer collaborations, customer storytelling, and community engagement are proving more powerful than celebrity associations alone. According to Qoruz, influencer spending this season is projected to cross 700 crore rupees, showing how creator-led marketing has become a core part of jewellery promotions.

Limited Editions and Personalisation Drive Urgency

Beyond campaigns, product strategy has also shifted. Limited edition festive launches often sell out within weeks, creating a sense of urgency among buyers. At the same time, customisation has become a powerful driver of loyalty. CaratLane reported growing demand for proposal rings and made-to-order pieces tailored to personal preferences, while Jewelbox highlighted rising interest in solitaire diamond rings and personalised initials. These offerings reflect a consumer base eager for jewellery that balances exclusivity with emotional significance.

Overcoming Challenges in a Crowded Market

For all the sparkle, challenges remain. Cutting through festive advertising clutter, ensuring inventory consistency, and maintaining customer service during high traffic periods are constant concerns. Brands are investing in staffing, training, and aftercare to ensure that the festive rush translates into long-term relationships rather than short-term transactions.

Building Loyalty Beyond the Season

For many jewellers, the true success of the festive quarter is not just immediate sales but the loyalty it creates. Turning first-time buyers into lifelong customers is the ultimate goal, and strategies such as personalisation, aftercare, and community-building initiatives are designed to nurture lasting bonds.

A Season Where Tradition Meets Innovation

As India steps into the festive and wedding quarter of 2025, jewellery brands are blending tradition with innovation. They are balancing heritage with digital storytelling, exclusivity with accessibility, and immediate sales with long-term trust. With consumers celebrating milestones through lighter, personalised, and lab-grown pieces, the industry is shining brighter than ever.

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