When the going gets tough, the tough gets going, a cliche, may or may not summarise the sudden boom in demand for men’s diamond and gold jewellery, but the ladies in the house are definitely not liking it. More so, when the steady rise in gold prices has already shrunk their budget.
Interestingly, the men’s jewellery collections were fighting for more shelf space at annual IGI D Show 2026 in Goa with evolution of demand from traditional, ceremonial wedding pieces to daily, fashion-forward wear.
The men’s jewellery market registered 30 per cent growth last year and the market has tripled since 2020. Once restricted to weddings, men already account for 15 per cent of the total jewellery market valued at ₹8.70 lakh crore.
Tehmasp Printer, CEO, International Gemological Institute said while IGI jewellery certification has been gender neutral, there has been a notable increase in men’s jewellery certification driven by changing fashion preferences, greater adoption of diamond and gold jewellery among men and the influence of celebrities and social media.
The democratisation of wealth and self-indulgence after takeover of family businesses by next-gen especially in smaller town have been pushing up demand for men’s jewellery.
The modern grooms are taking a leaf from recent period films to adorn high-value items such as necklaces, heavy gold bracelets and statement brooches. Families are actively including men’s trousseau sets right alongside bridal sets.
Items such as lightweight chains, studs, rugged cuffs, and rings are increasingly adopted for everyday professional and casual styling.
Industry veteran Ashok Minawala, past Chairman, All India Gem and Jewellery Domestic Council said the innovation in mainstay items such chains and kada (bangles) has been eye-catching while the liking for diamond jewellery among men has been growing
Interestingly, this trend is catching up across metros, cities and smallest towns where men’s recognition comes from the way you get dressed up,” he added.
This apart, the peer pressure in smaller towns of neighbours wearing a smart ear rings and flashy necklaces are also driving men’s jewellery sales, he added.
The introduction of Bollywood and leading filmstars such as Shah Rukh Khan, Ranbir Kapoor, Kartik Aaryan, Aditya Roy Kapur and Arjun Kapoor are also driving youngsters to adorn themselves.
Ashraf Motiwala, Managing Director, AS Motiwala Fine Jewellery credits Bollywood endorsements for the boom in men’s jewellery market.
“Consumers have recently seen Ranveer Kapoor wearing three carats in his ears and wearing a diamond chain. Shah Rukh Khan has become a big draw. Sachin Tendulkar son’s wedding was like a free advertisement for the diamond jewellery with influential people lining up with exquisite designs,” he said
While diamond prices have come down, it has stabilised and recently there was a 4 per cent uptrend for higher cartage of 4 and above, he added.
Moreover, supply of rough diamonds has also become tight and should ease with the demand picking up, said Motiwala.
(The correspondent was in Goa on IGI invitation)