Changing buying habits, digital discovery and growing demand from smaller cities are reshaping India’s jewellery market, creating new opportunities for retailers across everyday wear and natural diamond jewellery.

KISNA Diamond and Gold Jewellery has launched its #GiftHappiness campaign featuring Shahid Kapoor and Mira Kapoor across five major cities, with a focus on festive gifting and retail engagement.

Heer by GIVA’s ‘Heer Se Shuru Diwali’ campaign promotes self-gifting, alongside new Timeless Polki and Vivid Gemstone collections in 14KT and 9KT gold.

Joyalukkas’ Old Gold Exchange campaign runs from July 10 to August 9, 2026, offering customers an additional Rs 150 per gram over the prevailing exchange value of old gold jewellery.

Gold jewellery demand rebounded in June as prices corrected, with sales at Delhi’s Dariba Kalan rising 20% and organised jewellers reporting strong revenue growth during the quarGold jewellery demand, gold prices, jewellery retail, Dariba Kalan, Kalyan Jewellers, Titan, Senco Gold, Indian jewellery market, gold price correction, festive demand

De Beers appointed Sawai Padmanabh Singh of Jaipur as its natural diamond advocate in India, while Forevermark Diamond Jewellery unveiled Princess Gauravi Kumari as the face of its festive campaign.

The initiative will provide Divine Solitaires’ partner jewellers with diamond screening technology to verify natural or lab-grown diamonds, laser inscriptions and Hearts & Arrows.

Divine Solitaires was named ‘Best Diamond Jewellery Brand’ at JewelZ South India 2026, recognizing its focus on quality assurance, standardized pricing and transparency in natural diamond solitaires.

Tanishq has launched advertising campaigns on ChatGPT Ads in India, using the platform to reach consumers exploring gold exchange and wedding jewellery ahead of the festive and wedding season.

The new service targets lightweight, daily-wear and gifting-led jewellery, with four-hour delivery currently available across Mumbai and Navi Mumbai.

India’s gold market is showing signs of recovery in August as prices rebound, jewellery demand improves and retailers rebuild inventories ahead of the festive season, World Gold Council says

Rising gold prices are influencing festive and wedding jewellery demand, with retailers and consumers showing greater interest in lightweight designs and distinctive chains, according to the report.

Senco Gold & Diamonds has introduced its ‘Drops of Joy’ campaign across India from July 3, 2026, offering discounts on gold and diamond jewellery to support seasonal consumer purchases.

VBJ, Vummidi Bangaru Jewellers has introduced the Parro jewellery collection in Chennai on June 22, drawing inspiration from the parrot motif and combining gold, diamonds, gemstones and enamel with heritage craftsmanship.