2 hrs ago
Indian Brides Seek Jewellery Designed Beyond the Wedding Day
Many brides used to buy a heavy jewellery set mainly for their wedding day.
Gold jewellery has also been valued as a financial asset.
Now, more brides want pieces they can wear to work, dinners and family celebrations too.
The article says that shoppers are buying less gold by weight, even as the value of demand rises.
Some buyers are choosing lighter jewellery and more pieces with stones.
Designers are making jewellery that can be worn in different ways and feel comfortable for longer.
Personal touches, such as initials or meaningful stones, can make a piece feel special.
Lab-grown diamonds can give designers more options for creating prominent stones.
Traditional bridal sets will still matter, but the article argues that useful pieces should have a life beyond the wedding.
Indian brides are increasingly seeking jewellery they can wear after their wedding, including at work and other occasions.
The article says traditional bridal gold has served as adornment and a form of financial security.
Motilal Oswal research puts about 58 per cent of India’s gold jewellery demand as wedding-driven.
The World Gold Council reports lower gold purchases by weight but higher demand value, alongside a shift toward lighter pieces and growing studded-jewellery sales at organised retailers.
Designers are responding with more versatile, comfortable and personalised pieces, including designs featuring lab-grown diamonds.
- Who
- Indian brides, jewellery buyers and designers.
- What
- A shift toward bridal jewellery designed to be worn beyond the wedding.
- Where
- India.
- When
- The article describes a current trend and cites this year’s gold-demand data.
- Why
- Brides increasingly want jewellery that fits varied lives and occasions, while remaining meaningful and wearable.
Traditional bridal sets
Wearable bridal wardrobes
Purpose of the jewellery
Traditional bridal sets
A coordinated, heavy set can make a striking wedding look and retain the tradition of bridal gold as an asset.
Wearable bridal wardrobes
Separate pieces that can be worn after the wedding may offer more lasting use and personal value.
Design approach
Traditional bridal sets
A necklace, earrings, tikka and bangles designed together can complete a single bridal outfit.
Wearable bridal wardrobes
Pieces designed to stand alone can be mixed into different outfits and used for varied occasions.
Key facts
- Wedding-driven gold demand
- Motilal Oswal research puts about 58 per cent of India’s gold jewellery demand as wedding-driven.
- Gold demand by weight
- The World Gold Council reports that India is buying less gold by weight.
- Demand value
- The value of India’s gold demand has risen, according to the World Gold Council.
- Changing preferences
- Buyers are moving toward lighter-weight pieces, and organised retailers are seeing growing sales of studded jewellery.
- Design priorities
- The article highlights comfort, versatility and personalisation as considerations in bridal jewellery design.
- Example of restrained bridal jewellery
- Anushka Sharma’s 2017 Mumbai reception look featured a diamond necklace and solitaire-led earrings.
- Heritage forms
- The article cites restrained mangalsutra designs worn by Alia Bhatt and Deepika Padukone.
Sources
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