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The Personal Expression of Jewellery
Jewellery has always been a personal expression — a nose pin, a ring, or a set of bangles that hold meaning, whether it’s a childhood memory or a reflection of who we are. By the end of 2024, a noticeable shift was observed — consumers are now turning to homegrown jewellery, moving away from mass-produced, fast-fashion options. This trend highlights a desire for uniqueness, authenticity, and a deeper connection to what we wear.
Make In India
Homegrown jewellery celebrates India’s rich heritage by reviving ancient jewellery-making techniques like Kundan, Meenakari, and Filigree work. By blending traditional craftsmanship with contemporary designs, these pieces not only carry cultural significance but also help preserve India’s legacy of fine artistry.
Made To Order
A handcrafted piece, designed just for you, carries more meaning and value than something mass-produced by the thousands. Consumers now desire jewellery that feels unique to them. This move toward “made-to-order” pieces has shifted the focus of jewellery from merely following trends to telling a personal story.
Affordable Luxury
Homegrown jewellery strikes a balance between quality and affordability. With options like gold-plated, anti-tarnish, and hypoallergenic pieces, consumers can enjoy high-quality jewellery without the hefty price tag. Several jewellery brands are now aiming to make luxury accessible to everyone. Shraddha Kapoor, who co-founded a jewellery brand, makes a similar claim about her designs. “We focus on creating jewellery that is not just an accessory, but an expression of personal style and confidence,” says Devanshi Khetani, founder of Love, DK.
Rise Of Social Media And Online Platforms
With the rise of social media and e-commerce platforms, local jewellery brands can now directly connect with consumers. Instagram, for example, has become a visual platform where many homegrown jewellery brands are able to showcase their collections, tell their stories, and engage with potential customers. This direct communication is changing how consumers discover and buy jewellery.
