Silver jewellery is turning out to be quite a good bet at IIJS Signature Bharat 2026, with exhibitors stating that it is a category linked to younger buyers entering jewellery stores. The prevailing sentiment at the event is that silver is often the first type of jewellery purchased by customers with limited budgets. Younger customers are more open to purchasing silver for personal use, rather than for weddings or family occasions, unlike gold jewellery.

Said Vishal Verma of V V Silver Palace, New Delhi, “Of late, we have observed that our retailers are ordering jewellery designs which are favoured by the younger generation. The buying age group sometimes goes down to even 12 years, and it is equally bought by men too, especially chains, rings and bracelets.”

Several manufacturers indicated that retailers believe silver jewellery is easier to introduce to customers when they come for casual store visits; customers browsing without a fixed plan are more likely to consider silver due to its lower price points. Smita Gandhi of Diaje, Mumbai, confirmed that the design element and pricing play an important role in purchasing silver jewellery. 

“Retailers want designs and price points that will immediately catch the eye of their customers. Impulse buying is very popular amongst silver jewellery buyers. Often, they will buy more jewellery than they intended to, especially if the value of the jewellery is on the lower side,” she said.

Gandhi also said that the silver jewellery on display is mainly light, wearable, and suited for daily use. While silver may not always drive store visits, it helps keep younger customers engaged. 

Drivers of Silver Jewellery Demand

Another point exhibitors at the event made is that silver jewellery demand is also being driven by changing buying behaviour. Customers are making smaller and more frequent purchases, instead of large, one-time buys. Silver jewellery allows quicker design changes, which helps retailers refresh collections more often, compared to gold jewellery, which usually stays on display longer. Manufacturers also point out that silver jewellery fits well with fashion and gifting categories. It is often placed near impulse-buy counters rather than in traditional gold sections. 

Arvind Bapna of Bijoux Argent has been in the silver trade since the early eighties, and has found buying behaviour to be drastically different today, from when he started manufacturing silver jewellery in 1985. “Today’s younger generation of boys and girls have more spending power than earlier. For them, even Rs 4000 is easily affordable for gifting, or even self-purchase. Valentine’s Day gifting purchases see items and jewellery literally being sold out by the end of the day,” he said.

Exhibitors note that silver jewellery sales are less dependent on festivals and wedding seasons, compared to gold sales. Confirming this, Hemant Gupta of Ira Jewels, Mumbai, said, “Demand is more evenly spread across the year, mainly driven by self-purchase and gifting.” 

The presence of many silver-focused manufacturers at IIJS Bharat 2026 indicates steady supplier interest in the category. Gupta reiterated that the jewellery collections on display were aimed at daily wear and gifting needs, rather than bridal purposes, or occasions. 

Silver an add-on category, not replacement for gold

Exhibitors at IIJS Bharat 2026 shared different views on silver’s role in their business. Many described it as an add-on category that supports footfalls and conversions, rather than core revenue. Some even said retailers are now planning on stocking silver jewellery with defined price ranges and faster inventory movement, compared to gold. Said Bapna, “Because of how high-priced gold has become, silver purchase is on the rise, and 2026 will be a good year for silver jewellery and silver artefacts.” 

Jaipur-based Sangeeta Boochra of the eponymously-named label  said, “Silver’s importance also depends on store format and customer base. For bridal-focused stores, silver remains a secondary category. In this business, margins and scale are evaluated separately from gold and diamond jewellery.” 

Overall, silver jewellery is emerging as a stable supporting category at IIJS Bharat Signature, and not as a replacement for gold.