India’s diamond jewellery retailers are expecting sales to grow 15–20% during the 2026 festive season, as rising gold prices encourage consumers to consider diamond-studded jewellery in more accessible price brackets. Gold prices have increased 54% compared with the previous festive season, while prices of smaller diamonds have declined by approximately 25%, according to media reports.
Jewellers are responding to changing consumer preferences by offering lightweight designs in lower-carat gold, including 18-carat, 14-carat and 9-carat options. Diamond-studded jewellery priced between Rs 10,000 and Rs 1 lakh is gaining traction among consumers seeking alternatives to higher-priced gold jewellery.
Joyalukkas expects its diamond jewellery sales to grow 20% this festive season. Chairman Joy Alukkas attributed the growth outlook to the affordability of diamond jewellery made using lower-carat gold, while noting increasing competition in the retail jewellery market.
Senco Gold & Diamonds is also anticipating growth in everyday-wear diamond jewellery, with managing director Suvankar Sen identifying earrings, rings, pendants and bracelets in the Rs 30,000–Rs 1 lakh price range as fast-moving categories. The company expects this segment to grow 20% during the festive season.
Anmol Jewellers founder Ishu Datwani said consumers were increasingly opting for lightweight jewellery as gold prices rise. Kama Jewelry managing director Colin Shah also noted growing demand for smaller diamonds in accessible price brackets.
Kumari Fine Jewellery founder Supriya Kataria expects diamond jewellery demand to increase 15–20%, supported by demand for versatile designs that can be worn beyond weddings and special occasions.
The trend signals a shift towards everyday diamond jewellery and value-led purchases, with retailers seeking to address affordability concerns while expanding the category beyond traditional occasion-led buying.
