Jewellery has always held a special place in India’s cultural and emotional fabric. Traditionally, it symbolised legacy, wealth, and security, often handed down from one generation to the next. However, over the last decade, a silent revolution has reshaped the way younger consumers perceive and purchase jewellery. The rise of Gen Z and millennial buyers has introduced new values into an industry long defined by convention values rooted in individuality, ethics, and experience rather than mere possession.
From heirloom to expression
For earlier generations, jewellery was an heirloom often acquired to mark significant life milestones or as a form of financial investment. For today’s young buyers, jewellery serves a different purpose. It is an expression of self, a reflection of their personality, style, and values. This shift has prompted the industry to rethink not only design but also the very meaning of “luxury.”
Millennials and Gen Z are digital natives exposed to global conversations around sustainability, climate change, and ethical consumption. They are more aware, more vocal, and more discerning. They don’t just buy what’s beautiful they buy what’s responsible and aligned with their worldview. This consciousness has naturally led them to question the origins, impact, and authenticity of what they wear diamonds included.
Redefining authenticity
For decades, diamonds were defined by rarity and mined origin. But younger consumers are challenging that definition. For them, authenticity is no longer about how rare a product is, but how real and transparent its story is. Lab-grown diamonds, identical to mined ones in every scientific sense, have emerged as a credible and responsible alternative.
They appeal to a generation that doesn’t see value in exclusivity born from depletion of natural resources. Instead, Gen Z and millennials are gravitating towards innovation-driven luxury that is accessible, ethical, and sustainable. In their eyes, authenticity is about intent: how the product was made, what it stands for, and what it contributes to the world.
Technology meets tradition
The idea that science and technology could replicate nature’s brilliance has fascinated this generation. Lab-grown diamonds represent not just a product shift, but a paradigm shift—where cutting-edge innovation meets centuries-old craftsmanship.
What’s particularly interesting is how this generation doesn’t view technology as the antithesis of emotion. They see it as an enabler. Whether it’s through blockchain-based diamond tracing or AI-assisted jewellery design, technology enhances their trust and connection with the product. Transparency, traceability, and sustainability are becoming as integral to a jewellery purchase as the sparkle itself.
Design for the modern lifestyle
Beyond values, lifestyle plays a pivotal role in shaping this shift. The younger audience leads a fast-evolving, global lifestyle where versatility and individuality matter. Their jewellery choices mirror their fashion choices minimal, fluid, and statement-making rather than traditional and ornate.
Today’s buyers look for pieces that seamlessly transition from workwear to evening wear, from daily wear to occasion wear. This shift has encouraged jewellers to innovate in design, offering lightweight, modern, and modular collections that allow personalization.
The Influence of digital discovery
Social media has redefined how this generation discovers and engages with jewellery. Instagram, Pinterest, and now live commerce platforms play a massive role in shaping preferences. A Gen Z consumer is far more likely to discover a jewellery piece through a creator collaboration, digital campaign, or bridal mood board than a traditional TV ad.
The power of peer validation and storytelling now exceeds celebrity endorsements. For jewellers, this means creating content that resonates emotionally, educates meaningfully, and engages interactively. It’s no longer enough to show a diamond sparkling it’s about showing why it matters.
The conscious consumption c
This generation’s buying decisions are also deeply influenced by global trends in conscious consumption. Reports show that over 70 per centof millennials and Gen Z prefer to buy from brands that are environmentally and socially responsible. In the jewellery space, this has translated into a demand for ethical sourcing, reduced carbon footprints, and transparent production processes.
Lab-grown diamonds fit seamlessly into this narrative they’re conflict-free, resource-efficient, and sustainable. But more importantly, they align with the emotional need of young consumers to feel good about their purchase. They’re not rejecting luxury; they’re redefining it.
The future of jewellery retail
The implications of this shift go far beyond product innovation. Retail itself is being reimagined. Experience-led stores, interactive technology, and omnichannel journeys are becoming the norm. The jewellery store of the future is not just a place to buy it’s a space to experience, learn, and connect.
As Gen Z and millennials mature in purchasing power, their influence will extend beyond niche segments into mainstream consumption. They are not only buying jewellery; they are reshaping the jewellery economy.
In Conclusion
The next generation of jewellery buyers is rewriting the rules of luxury. They demand beauty with conscience, craftsmanship with innovation, and sparkle with substance. Their choices are not impulsive they are informed, intentional, and inspired by purpose.
For the industry, this marks an exciting inflexion point. The evolution from mined to lab-grown diamonds is not merely a technological advancement it is a reflection of a cultural and generational awakening. For jewellers, the opportunity lies in embracing this change not as disruption, but as a chance to make jewellery not just a symbol of adornment, but of awareness.
The author is Founder of Limelight Lab Grown Diamonds