As IIJS Bharat Signature 2026 unfolds, demand trends are already becoming manifest. One category that has seen a lot of interest of late is multi-purpose jewellery. One might have thought jewellery buyers would be very familiar with this kind of jewellery, but exhibitors at IIJS told a different story on Day One of the event.

The consensual opinion was that customer-led demand for multi-purpose jewellery is still limited. Most buyers do not visit stores asking for jewellery that can be worn in different ways. Instead, they learn about these designs during discussions at the counter. It is here that the sales staff can play a key role in expanding the category -- explaining and demonstrating how multi-purpose jewellery works can awaken interest in this segment.

Customer Pull vs Retailer Push

In most markets, multi-purpose jewellery sells because retailers introduce it, not because customers ask for it on their own. Many buyers first see these designs only when a salesperson shows them at the counter. Showing how parts detach or change is often necessary to convince the customer. Without this explanation, customers tend to choose familiar jewellery that is easier to understand, and quicker to buy.

Shivam Soni of Shivam Gems, Jaipur, also agrees that giving proper training to counter staff makes a difference and can boost sales when customers come to shop for occasions and celebrations. Says he, “Proper training of counter staff makes a clear difference. When customers shop for occasions and celebrations, trained staff can not only introduce the right designs, but help customers to understand various ways it is worn and improve sales.”

Exhibitors emphasize that well-trained staff are better positioned to convert interest into sales, without which multi-purpose jewellery risks slower rotation and extended inventory holding.

Where Is Multi-Purpose Jewellery Selling Best

While bridal jewellery with detachable parts is selling better than other multi-purpose categories, many customers want jewellery that can be used again, and not just worn once. Pieces that can be made lighter or simpler after the wedding are seen as more practical. Ronak Lodha of Ranisaa Jewellery, Mumbai, says, “Lightweight daily-wear jewellery is also being tried in multi-purpose formats. This includes detachable pendants, adjustable necklaces, and convertible earrings. In daily wear, customers want jewellery that is easy to wear and simple to use, so complicated designs do not sell well. Customers want more value for their money.”

Occasion jewellery, on the other hand, has mixed results; some customers like the idea of using one piece for different events, while others still prefer separate jewellery for each occasion. Says Soni, “Some regular customers know exactly what they want, and prefer jewellery in a single piece. Others are open to multi-purpose designs, and we show each customer jewellery based on their preference.”

Niche Trend or Future Mainstream

Across the jewellery trade, multi-purpose jewellery is still considered a niche category. It is not seen as a major driver of sales, and few stores depend on it for regular volumes. Traditional jewellery continues to account for the bulk of purchases. Amit Dassani of Dassani Brothers, Mumbai, is sceptical about calling it a trend just yet. “For now, most retailers are stocking multi-purpose jewellery in limited quantities. It is meant to complement traditional jewellery, not replace it, and its future depends on how well it fits everyday retail needs,” Dassani says.

Meethi Surana of Vijay Gems & Jewellery, Bengaluru, believes that retailers are not dismissing the category entirely.  “There is steady interest in its long-term potential, especially among younger and value-conscious buyers, who like the idea of using one piece in multiple ways. These customers are more open to flexible designs than older, traditional buyers,” she says.

However, this interest has not yet converted into consistent sales. Pricing remains a key concern. If multi-purpose jewellery is priced too high, or feels complicated to use, customers hesitate. Vijay Chordia of Valentine Jewellery, Jaipur, says, “Even though there is interest, it has not yet turned into regular sales. Price plays a big role, and if the jewellery feels expensive or complicated to use, customers hesitate. Simple designs with clear explanations work better.”

In the end, one can safely conclude that while detachable jewellery is seeing rising interest, it may not have become a trend just yet. For now, most retailers are stocking multi-purpose jewellery only in small quantities.