This digitally informed, value-conscious generation prioritises design, quality, transparency and value when making purchase decisions,” says Pooja Madhavan, founder and MD of a lab-grown diamond brand. This Dhanteras and Diwali, Gujarat’s Gen Z is giving festive jewellery shopping a contemporary spin, with lab-grown diamonds (LGDs) emerging as a popular choice. Young buyers are opting for lightweight rings, pendants, earrings and bracelets that combine festive sparkle with everyday wearability. “Gen Z is reshaping India’s jewellery consumption patterns with a more individualistic and contemporary approach to diamond ownership. Jewellery is increasingly about self-expression, personal milestones and everyday style rather than being restricted to traditional occasions. Lab-grown diamonds resonate with this shift by making diamond ownership more accessible.
He says, “This festive season, we are seeing a significant shift driven by Gen Z and younger consumers aged 20 to 30. With lab-grown diamonds accounting for nearly 80% of the market and costing roughly one-tenth as much as mined stones, consumers can enjoy larger stones and more elaborate designs without the traditional markup.
Combined with lightweight, daily-wear designs and the recent drop in gold prices, this creates an attractive proposition for shoppers investing in modern, accessible luxury this festive season,” says Nainesh Pachchigar, Gujarat state president of the India Bullion and Jewellers Association (IBJA). Lightweight designs are also easier and safer to carry while travelling, which adds to their appeal among younger consumers, particularly Gujaratis who love to travel during the festive season,” says Pallavi Vivek Gandevikar, director of a jewellery brand. Nainesh Pachchigar, Gujarat state president of the India Bullion and Jewellers Association (IBJA), points to the changing purchase preferences of younger consumers. Unlike traditional buyers, who viewed diamonds primarily through the lens of resale value, younger shoppers are adopting a wearability-first mindset, seeing jewellery as everyday fashion rather than a locked-away investment. Accessible price points “LGDs are increasingly being paired with silver and 9K and 14K gold jewellery, making these ornaments more accessible for both self-purchase and gifting.
Our collections start at ₹15,000, with several everyday and gifting options available for under ₹25,000–30,000. “Price accessibility is another key factor influencing these choices. Lab-grown diamonds allow younger consumers to explore more elaborate designs and larger stones at accessible price points, making fine diamond jewellery a more attainable aspiration for the next generation, shares Pooja Madhavan, founder & MD of a lab-grown diamond brand.