After gold prices shot up, people now prefer diamond jewellery and the sales have gone up, earrings, rings, small pendant sets depending upon the budget. For gifting, people prefer to spend approx 50k to a lakh Akshay Verma, Verma JewellersFrom recessions due to coronavirus to the latest union budget, a lot has happened in the first month of this brand new year. However, the wedding season is sure to give jewellers some respite, as diamonds are an integral part of weddings in India. Perhaps, the way in which brides were their diamonds has changed, but the fact of the matter is, they are very much still a bride’s best friend. We spoke to jewellers from North, South, East and West, and here’s what they had to say about what brides are looking at this wedding season.

NORTH

It all comes down to the illusion
Today, cost effectiveness of the products matters the most. People in the north are opting for pieces that look big but aren’t necessarily heavy. They want the appearance of a 10 ct set which is in reality is a 5 ct one. “These days, customers are mostly inclined towards light-weight sets such as removable pendants that can be converted into earrings for later use,” says Akshay Verma of Verma Jewellers, Solan, Himachal Pradesh. Tanmaniya Mangalsutras are trending big time and when it comes to engagement rings, men prefer platinum bands or white gold bands with 30-70 pointers and women prefer minimum 1 ct in fancy cuts. “After gold prices shot up, people now prefer diamond jewellery and the sales have gone up, earrings, rings, small pendant sets depending upon the budget. For gifting, people prefer to spend approx 50k to a lakh,” adds Verma.

Brides prefer diamond earrings, platinum band, solitaires and lightweight sets these days. When it comes to gifting, people prefer gold over diamonds Yogesh Gupta, Lala Purshottam Das JewellersMultipurpose jewellery on the rise
More and more people are now looking for lightweight jewellery these days in diamonds, especially in smaller stones. The focus is more on design and fashion rather than weight. Especially if the customer is young, they want fashionable pieces when it comes to bridal jewellery. Heavy weight jewellery in this time and age only draws attention from old people, younger folks prefer sleeker look for their big day or everyday accessories. Another jewellery trend that has become people’s favourite is multipurpose jewellery. “Brides prefer diamond earrings, platinum band, solitaires and light-weight sets these days. When it comes to gifting, people prefer gold over diamonds. For men, platinum sale is on the rise. Colourful jewellery is another thing people are opting for along with diamonds,” says Yogesh Gupta of Lala Purshottam Das Jewellers.

We are easily selling 70 pointer upwards to a carat or two these days in rings. We have a conservative market out here. People prefer smaller items in gifting such as studs, smaller earrings etc. Pendant sets and bracelets are also popular styles for gifting Rajnish Verma, Punjab JewellersNew-age brides are practical
Brides are bidding goodbye to heavy diamond jewellery, they want practical pieces. They are going in for larger stones in larger sizes than -2, -4 sizes. Elaborate sets are also not selling since people prefer simpler sets with straight lines but with larger stones. Chokers have gone out of style, but necklaces in general are still in vogue. They are looking for classier stuff, something that can last them for years. They want pieces that they can carry off for the next 20 years. “Traditional bangles are done and dusted; people are now looking for more intricate and fancier shapes and designs. Bracelets have become more practical and versatile to wear. We are easily selling 70 pointer upwards to a carat or two these days in rings. We have a conservative market out here. People prefer smaller items in gifting such as studs, earrings, smaller earrings etc. Pendant sets and bracelets are also popular styles for gifting . Even men prefer bands rather than big bulky rings. We also have customers asking for diamond jewellery sets with coloured stones,” adds Rajnish Verma of Punjab Jewellers, Dehradun.

Earlier, the trend was to buy gold pieces, however, now the trend is changing and people are looking forward to buying diamond jewellery and incorporating one or two pieces of the same to their bridal looks. Mid-level customers prefer carat sizes from .50 to 1 ct and for people with more disposable income one cannot predict, as they could buy anything over and above 1 ct Joy Alukkas, JoyalukkasSOUTH

Brides love bling
In bridal jewellery, the younger generation is more into rings, tops, pendants etc. In the south, long chains are more in demand especially in a set with choker, bangles and earrings. Hair accessories is yet another thing people like to wear in south Indian weddings and these days they like the accessory to be in diamonds instead of gold. “Earlier, the trend was to buy gold pieces, however, now the trend is changing and people are looking forward to buying diamond jewellery and incorporating one or two pieces of the same to their bridal looks. Mid-level customers prefer carat sizes from .50 to 1 ct and for people with more disposable income one cannot predict, as they could buy anything over and above 1 ct ,” says Joy Alukkas of Joyalukkas.

We have witnessed sizeable demand for diamond necklaces in the recent past, as they act as a graceful style statement on the D-Day. Engagement rings under 1 ct size are in demand at the moment Ahammed MP, Malabar Gold & DiamondsUnder 1 ct diamond rings for the win
The new-age brides in the south are informed jewellery buyers. They always look for wearability, quality and above all a reflection of their individual style statement while buying jewellery. As a result, they now prefer to include diamond jewellery in their bridal ensemble. Lightweight and delicate necklaces, diamond earrings, diamond mangalsutra, diamond rings and diamond bangles are in the demand at the moment. “We have witnessed sizeable demand for diamond necklaces in the recent past, as they act as a graceful style statement on the D-Day. Engagement rings under 1 ct size are in demand at the moment. As India is a gold consuming nation, the demand for gold jewellery will always be there. However, due to evolving fashion sensibilities, there is a consumer segment emerging in the country which is showing inclination towards buying diamond jewellery,” says Ahammed MP of Malabar Gold & Diamonds.

Earlier for weddings, consumers would come looking for heavy jewellery but nowadays they don’t spend like earlier. The average budget for a piece of diamond jewellery is 1 to 2 lakhs and with engagement rings, they prefer buying 50 cent rings Varghese Alukka,Jos AlukasLight & Breezy
Southern brides these days prefer smaller jewellery pieces with the rise in the price of gold. People are spending less these days so with less budget, they can afford to buy light-weight jewellery. “Earlier for weddings, consumers would come looking for heavy jewellery but nowadays they have become extremely confused in buying jewellery. They don’t spend like earlier. The average budget for a piece of diamond jewellery is 1 to 2 lakhs and with engagement rings, they prefer buying 50 cent rings ,” adds Varghese Alukka of Jos Alukas

Precious setting jewellery has caught the eye of the consumer where the piece gives the illusion of a solitaire but isn’t actually a solitaire. Then there are delusional settings, which are also gaining popularity, where the diamond that is set on gold frame is not seen properly as it merges with the necklace or sometimes a dress Siddharth Bafna, RC Bafna JewellersWEST

Subtle says it all
Necklaces, especially the lightweight ones are trending as far as brides in the west are concerned. “Precious setting jewellery has caught the eye of the consumer where the piece gives the illusion of a solitaire but isn’t actually a solitaire. Then there are delusional settings, which are also gaining popularity, where the diamond that is set on gold frame is not seen properly as it merges with the necklace or sometimes a dress. These are done for customers who prefer elegance over flashy pieces as they want the diamond set to look subtle,” adds Siddharth Bafna of R C Bafna Jewellers. Brides also like to go for multipurpose jewellery these days, which requires a great deal of craftsmanship. “Engagement rings sale generally starts from 40 cents these days as very few clients come looking for 1 or 2 ct diamond rings. For gifting purposes, clients look for charms or rings. They don’t want to spend on something traditional when it comes to gifting,” adds Bafna.

Planned purchases include chokers and necklaces. In engagement rings, people like to shuffle between 50 cent to 1 ct. Multipurpose jewellery is also in trend as people want jewellery that is not heavy and they can wear it for multiple occasions Mahesh Jagwani, Mahesh Notandas Fine JewelleryDiamonds in fusion
These days, brides from metros prefer more coloured stones like ruby, emerald and sapphire. “Brides prefer colour stones, however, fusion diamond jewellery is always a favourite. Planned purchases include chokers and necklaces. In engagement rings, people like to shuffle between 50 cent to 1 ct. Multipurpose jewellery is also in trend as people want jewellery that is not heavy and they can wear it for multiple occasions. They want something they can wear on a day to day basis as well,” says Mahesh Jagwani of Mahesh Notandas Fine Jewellery.

These days, brides prefer detachable sets and those pieces are very high in demand. For engagement rings, people like anything between .70 to 1 ct or 1.5 ct. Men like to go for solitaire or a simple band. Nowadays, customised name button covers and cufflinks set with diamonds are also trending for gifting purpose Vikash Soni, L Gopal JewellersAccessories with diamonds are in
Chokers and diamond heavy polki necklaces are moving very fast this wedding season. For brides, bracelets and bangles have stopped being in demand off late. “These days, brides prefer detachable sets and those pieces are very high in demand. For engagement rings, people like anything between .70 to 1 ct or 1.5 ct. Men like to go for solitaire or a simple band. Nowadays, customised name button covers and cufflinks set with diamonds are also trending for gifting purpose. Pendants, chains and bracelets are done and dusted and people are looking for new things like tie-pins or something new and fresh to gift,” says Vikash Soni of L Gopal Jewellers.

These days, brides prefer detachable sets and those pieces are very high in demand. For engagement rings, people like anything between .70 to 1 ct or 1.5 ct. Men like to go for solitaire or a simple band. Nowadays, customised name button covers and cufflinks set with diamonds are also trending for gifting purpose Vikash Soni, L Gopal JewellersDiamond bangles off the radar
“Brides of today are well educated. They have started taking their own decision in life so it has become more imperative for us to provide them with more trendy and lightweight jewellery for their everyday purpose,” says Pintu Agarwal of Panna Diamond World. A bride doesn’t want to keep her jewellery in the locker these days; they want to wear their jewellery on a day to day basis. “Jewellery below 5-10 lakhs has become a trend. Smaller stones are in demand and the bigger shapes are only restricted to a certain segment of the society. Bangles have completely gone off the radar since watches sale has peaked. Bracelets are something people prefer to buy in my stores these days. When it comes to caratage of engagement rings, people prefer below 10-15 ct. The market has completely changed and people prefer pieces that look western. Traditional, Indian pieces are restricted to a few families these days,” adds Agarwal.

Buyers mostly prefer 1-1.5 ct in diamond rings. It is mostly preferred because it is neither too small nor too gaudy. Also, light-weight and multipurpose jewellery is trending right now. They are also a good gifting option as it is budget friendly and stylish Abhishek Kajaria, Avama Jewellers.EAST

Diamonds good for gifting
In Kolkata, diamond jewellery is the most versatile for wedding purpose. It goes with everything and a bride can choose anything from a simple and elegant necklace to a much more bolder and exquisite piece. These days even for Christian weddings, diamond jewellery is preferred. “Buyers mostly prefer 1-1.5 ct in diamond rings. It is mostly preferred because it is neither too small nor too gaudy. Also, lightweight and multipurpose jewellery is trending right now. They are also a good gifting option as it is budget friendly and stylish. People still gift diamond jewellery, because it serves as an asset too. The products depend on the budget of a buyer. Diamond chains/earrings are doing well mostly because they come under all budgets and for all age groups. Also diamond band rings do well because as they can be customised and also are unisex,” says Abhishek Kajaria of Avama Jewellers.

These days, brides prefer detachable sets and those pieces are very high in demand. For engagement rings, people like anything between .70 to 1 ct or 1.5 ct. Men like to go for solitaire or a simple band. Nowadays, customised name button covers and cufflinks set with diamonds are also trending for gifting purpose Vikash Soni, L Gopal JewellersAccessories with diamonds are in
Chokers and diamond heavy polki necklaces are moving very fast this wedding season. For brides, bracelets and bangles have stopped being in demand off late. “These days, brides prefer detachable sets and those pieces are very high in demand. For engagement rings, people like anything between .70 to 1 ct or 1.5 ct. Men like to go for solitaire or a simple band. Nowadays, customised name button covers and cufflinks set with diamonds are also trending for gifting purpose. Pendants, chains and bracelets are done and dusted and people are looking for new things like tie-pins or something new and fresh to gift,” says Vikash Soni of L Gopal Jewellers.

Diamond bangles off the radar
Brides of today are well educated. They have started taking their own decision in life so it has become more imperative for us to provide them with more trendy and lightweight jewellery for their everyday purpose,” says Pintu Agarwal of Panna Diamond World. A bride doesn’t want to keep her jewellery in the locker these days; they want to wear their jewellery on a day to day basis. “Jewellery below 5-10 lakhs has become a trend. Smaller stones are in demand and the bigger shapes are only restricted to a certain segment of the society. Bangles have completely gone off the radar since watches sale has peaked. Bracelets are something people prefer to buy in my stores these days. When it comes to caratage of engagement rings, people prefer below 10-15 ct. The market has completely changed and people prefer pieces that look western. Traditional, Indian pieces are restricted to a few families these days,” adds Agarwal.