BlueStone-backed Ethera launches Akshaya Tritiya Edit on April 10, 2026, repositioning festive jewellery buying in India towards everyday wearability, amid evolving consumer preferences beyond traditional gold-led purchases.

As gold prices fluctuate, and consumer preferences evolve, manufacturers are reshaping design, caratage, and pricing to position gold as everyday wear with inherent value, observes Dhwani Rathod.

Reva Diamonds by PNGS introduces up to 100% discount on making charges across Maharashtra from April 4–19, 2026, aiming to drive diamond purchases during Akshaya Tritiya amid evolving consumer demand trends.

Akoirah rolls out a diamond draw campaign from April 6–19, 2026 across Mumbai, Navi Mumbai and Pune, offering purchase-linked entries and 20% diamond discounts to drive festive footfall and engagement.

New York-based Verlas introduces the Zenyth Collection for Akshaya Tritiya 2026, featuring pyramid-inspired gold jewellery with laboratory-grown diamonds, targeting modern consumers seeking versatile, design-led, and sustainable festive purchases.

De Beers Group advances its ‘Love, From Dad’ campaign in April 2026, expanding the INDRA retailer network across India to drive in-store activation, natural diamond demand and consumer engagement.

Irasva Fine Jewellery introduced its first lab-grown diamond collection, ISSHO, on March 26, 2026, in Mumbai, in collaboration with Shibani Akhtar, marking entry into the growing lab-grown segment.

Sagaramal Jewellers has inaugurated a new showroom at Jagdeo Path, Patna, on March 15, expanding its retail footprint in Bihar with a larger format store offering gold, diamond, and bridal jewellery collections.

Hazoorilal Legacy introduces The Spring Edit 2026 in New Delhi, featuring natural diamonds and coloured gemstones, expanding its seasonal offering with designs targeting collectors and high-value jewellery buyers.

India’s gem and jewellery exports increased 3.86% year-on-year to $ 2,680.79 million in February 2026, according to GJEPC, supported by growth in silver and platinum jewellery shipments.

Sonani Jewels introduces the ‘9 to Fine’ lab-grown diamond jewellery range in 9KT gold, designed for daily wear with versatile styles and customization — catering to evolving retailer demand for accessible fine jewellery.

Limelight Lab Grown Diamonds opened a new retail store in Rohini, Delhi, in February 2026, expanding its NCR presence and strengthening distribution in response to growing consumer demand.

Senco Gold & Diamonds has launched its ‘Elements of Love’ campaign in February 2026 across India, introducing a Valentine’s-focused diamond jewellery edit aimed at seasonal gifting demand.

EKARAA enters India’s fine jewellery market with the opening of a 6,700 sq. ft. flagship store in Mumbai on February 5, 2026, marking its retail debut and global headquarters.