Gold Jewellery: Gen Z Reshapes Market, Investment & Fashion Merge
Business
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News18•08-01-2026, 12:30
Gold Jewellery: Gen Z Reshapes Market, Investment & Fashion Merge
- •86% of consumers view gold/jewellery as primary assets, on par with market-linked investments like mutual funds and equities.
- •Jewellery purchases are dual-purpose: 56% buy for investment and fashion, 28% solely for investment, with older men favoring capital preservation.
- •Gen Z and Millennials drive a shift towards lightweight, minimalist designs (49%) for daily wear, moving away from heavy, ornate pieces.
- •Younger buyers diversify, with 51% of Gen Z preferring silver and 34% platinum; silver is a complementary option due to lower price and modern designs.
- •Purchase occasions expand beyond weddings to birthdays, anniversaries, daily wear, and milestones; 85% of transactions still occur offline.
Why It Matters: India's jewellery market is evolving, blending investment with lifestyle, driven by younger generations' diverse preferences.
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