Saahil Guptaa, Founder, Aarnora Jewels
New Delhi [India], August 15: As festive celebrations evolve, so is the way consumers approach jewellery gifting in India. From traditional occasions to personal milestones, jewellery is increasingly being seen not just as a gift, but as a meaningful expression of love, appreciation and personal connection. At the same time, changing consumer preferences and rising gold prices are encouraging shoppers to explore affordable, versatile and wearable options.
In this conversation, Saahil Guptaa, Founder of Aarnora Jewels, shares his perspective on the changing jewellery gifting landscape, the growing appeal of daily-wear and silver jewellery, the rise of self-gifting among younger consumers and working women, and how brands can tap into festive gifting as a long-term business opportunity.
Q1. How have you seen jewellery gifting evolve over the last 2–3 years, particularly around festive seasons and special occasions?
Jewellery gifting has become much more meaningful and intentional over the last few years. Consumers are increasingly looking beyond traditional gifting and choosing jewellery as a way to express love, gratitude and appreciation. Festive seasons and special occasions naturally create a stronger gifting mindset, and jewellery works particularly well because it is something that can be worn, cherished and remembered for years. We are also seeing younger consumers participate more actively, making gifting more personal and emotionally driven.
Q2. Are consumers approaching festive jewellery purchases differently today compared to traditional occasions like birthdays and anniversaries? What buying patterns are you observing?
Every occasion has its own importance, whether it is a birthday, anniversary or festival. However, festive gifting has become increasingly focused on thoughtfulness and personal connection. Consumers are looking for pieces that feel special but are also practical enough to be worn regularly. There is a noticeable shift towards elegant, versatile and meaningful jewellery rather than choosing something purely for the occasion. Gifting today is becoming more personal, experience-driven and reflective of the relationship between the giver and the recipient.
Q3. Which jewellery categories are seeing the strongest traction for gifting during festive periods, and what is driving these preferences?
We are seeing interest across jewellery categories because every consumer has a different budget and gifting preference. However, daily-wear and silver jewellery are witnessing particularly strong demand. Customers are increasingly looking for jewellery that is elegant, wearable, meaningful and practical for everyday use.
Daily-wear 92.5 fine silver jewellery, especially pieces crafted with master craftsmanship, offers a strong balance of affordability, style and emotional value. It allows consumers to give a thoughtful gift that can be enjoyed well beyond the festive occasion.
Q4. Have rising gold prices changed the way consumers shop for jewellery gifts during the festive season? Are shoppers prioritising affordability, versatility, emotional value or practicality?
Yes, rising gold prices have influenced gifting behaviour. Customers are becoming more thoughtful about how they spend and are increasingly prioritising affordability, versatility, emotional value and practicality. Instead of focusing only on larger-ticket purchases, many consumers are choosing jewellery that can be worn regularly and still carry emotional significance.
This has encouraged demand for categories such as daily-wear and silver jewellery, where customers can find stylish and meaningful gifting options across different budgets while still making the occasion feel special.
Q5. To what extent are you seeing self-purchase or self-gifting emerge, especially among working women and younger consumers?
Self-purchase and self-gifting have emerged very strongly, particularly among working women and younger consumers. Women today are financially independent and increasingly comfortable celebrating themselves and their milestones. Self-love and self-care have become important cultural shifts, and jewellery naturally fits into that expression.
Many women are choosing to buy jewellery for themselves during festive periods or special occasions as a form of personal reward and appreciation. It reflects a broader shift towards individuality, confidence and personal expression.
Q6. What kind of storytelling or emotional narratives are resonating most strongly with consumers during festive and gifting campaigns?
Emotional storytelling continues to resonate strongly, particularly narratives around family, relationships, memories and traditions. Jewellery has the ability to carry emotional meaning across generations, whether it is a daughter wearing her mother’s jewellery, a family gifting a special piece during a festival, or someone choosing a piece to mark a personal milestone.
These stories connect because they feel authentic and reflect real-life emotions. Festive campaigns that combine tradition with modern individuality can create a particularly strong connection with today’s consumers.
Q7. Do you believe festive gifting can become a larger recurring business opportunity for jewellery retailers in India? What will brands need to do differently to unlock that growth?
Absolutely. Festive gifting has the potential to become a much larger recurring opportunity for jewellery retailers as consumers increasingly look for meaningful ways to celebrate relationships and milestones.
Brands need to offer gifting options across different price ranges and categories so that customers can find something suitable for their budget and occasion. At the same time, strong emotional storytelling, thoughtful curation, attractive presentation and accessible daily-wear options can make the gifting experience more compelling.
Brands that combine emotional relevance with inclusive product offerings can build stronger, long-term relationships with consumers.
(The article has been published through a syndicated feed. Except for the headline, the content has been published verbatim. Liability lies with original publisher.)
