India's Luxury Jewellery Market Shifts Toward Design and Self-Expression

Many people in India have traditionally valued jewellery for its gold and gemstones.

Now, some luxury shoppers also want pieces that feel special and show their personal style.

Titan executive Ajoy Chawla says the way a customer feels wearing a piece matters.

Tanishq and designer Rahul Mishra created a collection using diamonds and colourful gemstones.

The collection combines jewellery making with ideas from fashion design.

Reports suggest that organised jewellery shops could win a larger share of India's market.

High gold prices have meant people bought less jewellery by weight in one recent quarter, even as the total value of purchases increased.

Brands are trying to help shoppers understand diamonds and trust what they are buying.

Whether distinctive designs lead to lasting business growth will depend on customers and prices.