As jewellery consumers become more informed and cautious, retailers are increasingly facing delayed purchase decisions driven by friction in trust, storytelling, pricing clarity, customer engagement, and overall buying experience.

Jos Alukkas launched a platinum jewellery campaign featuring Dulquer Salmaan on May 15, promoting men’s and contemporary platinum jewellery collections across India and international markets through digital, print and in-store activations.

The All India Gem & Jewellery Domestic Council inaugurated its Mumbai office on May 14 while urging industry support for revised gold duty measures and proposing a structured Gold Monetization Scheme roadmap.

Divine Solitaires on May 4, 2026 in Mumbai unveiled a Mother’s Day campaign highlighting mothers’ emotional role in children’s milestones, supported by a curated solitaire gifting collection.

Instamart partners with Kalyan Jewellers to introduce gold rate protection between April 10–16, 2026, allowing consumers to lock prices and complete purchases on Akshaya Tritiya at lower prevailing rates.

Dhirsons Jewellers, part of Dhiraj Dhir Group, New Delhi, launches ‘Sone Ka Rishta’ campaign for Akshaya Tritiya to position gold as a generational asset beyond transactional purchases.

Rokde Jewellers introduces a limited-period ‘Tax Free Mahotsav’ campaign, absorbing GST on jewellery purchases until March-end, aiming to boost Gudi Padwa and wedding season demand across its retail network.

Senco Gold & Diamonds introduces a Gudi Padwa jewellery collection in March 2026 across India, featuring traditional Maharashtrian designs and limited-period discounts to drive festive jewellery purchases and retail demand.

Retailers highlight how financially independent women are increasingly buying jewellery for themselves, boosting demand for lightweight gold and diamond jewellery across metros and smaller cities, finds out Dhwani Rathod.

Jewellery retail is shifting from event-based transactions to long-term customer relationships. As buying behaviour evolves, repeat customers are emerging as the most reliable drivers of profitability, stability and sustained growth for retailers.

Angara introduced personalized engraving across its ring collection on February 26, 2026, available online in India and globally, expanding customization options as demand grows for individualized fine jewellery purchases.

The objective of Gemological Science International (GSI) is not just to issue reports, but to help the trade build credibility with its customers through transparent and consistent certification, and ensure that certification, testing and education remain aligned with how the jewellery business is actually conducted on the ground, says Ramit Kapur, Managing Director, GSI, in a conversation with Dhwani Rathod.

As jewellery buying shifts toward longer consideration cycles, retailers and manufacturers must reframe hesitation not as failure, but as a trust-led decision process shaped by permanence, complexity, and emotional alignment.

Palmonas’ latest campaign reflects how jewellery marketing is being reworked through narrative-led celebrity use, product-first communication, and lower entry price points, as brands align messaging with everyday consumption habits.