- November 30, 2025
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Introduction
Jewellery shopping in India has always been a family affair, traditionally centered around visiting trusted local jewellers. However, with the rise of digital-savvy Gen Z consumers (born between 1997–2012), the landscape is changing rapidly. Unlike previous generations, Gen Z doesn’t walk straight into a store without preparation. Instead, they spend time researching jewellery designs, prices, reviews, and brand authenticity online before stepping foot into a showroom.
But why is this behavior so prominent among young Indian jewellery buyers? Let’s explore the reasons, preferences, and implications for jewellers in India.
1. Gen Z Is a Digital-First Generation
Gen Z grew up with the internet, social media, and smartphones. For them, the first step in any purchase journey—whether it’s a gadget, clothing, or even gold jewellery—is online research.
- They use Instagram, Pinterest, and YouTube to explore jewellery designs.
- They check Google reviews and brand websites for credibility.
- They compare prices across multiple online platforms before entering a store.
For jewellers, this means having a strong digital presence is no longer optional—it’s essential.
2. Transparency and Trust Matter More Than Ever
Earlier, customers relied on the jeweller’s word when buying gold or diamonds. But Gen Z wants proof and transparency.
- They check BIS Hallmark certification for gold.
- They read about diamond grading (cut, clarity, carat, color).
- They verify authenticity through online reviews and ratings.
By researching online, they feel empowered to ask the right questions in-store and avoid being overcharged.
3. Desire for Personalized and Trendy Designs
Gen Z is experimental with jewellery. While their parents may prefer traditional heavy sets, younger buyers are looking for:
- Minimalist, lightweight everyday wear.
- Fusion jewellery that blends tradition with modern aesthetics.
- Customized engagement rings or name pendants.
Before visiting a store, they browse catalogues online to shortlist designs, ensuring they don’t waste time during store visits.
4. Price Sensitivity and Smart Comparisons
Unlike earlier generations who trusted one family jeweller, Gen Z compares:
- Gold rates across jewellers.
- Making charges before finalizing a purchase.
- Seasonal offers available online.
This financial awareness makes them more confident buyers. For jewellers, showcasing transparent pricing and competitive offers online can attract this audience into stores.
5. Influence of Social Media & Influencers
Instagram reels, YouTube reviews, and fashion influencers significantly impact Gen Z’s jewellery preferences. They follow hashtags like #IndianJewellery, #MinimalJewels, #WeddingJewellery to stay updated.
Before going to a physical store, they often screenshot or save designs they like, so they can ask for similar pieces. For jewellers, social media marketing is key to influencing Gen Z.
6. Convenience of Shortlisting Online, Buying Offline
Even though online jewellery shopping is growing in India, many Gen Z buyers still prefer the trust of physical stores for final purchases. Online research allows them to:
- Narrow down choices.
- Check price brackets.
- Verify certifications.
- Save time in-store.
In short, the journey starts online but ends offline, combining the best of both worlds.
7. How Jewellers Can Adapt to Gen Z’s Shopping Habits
To attract this generation, jewellers in India should:
- Maintain an updated website with designs, prices, and certifications.
- Engage actively on Instagram & YouTube with videos, reels, and influencer collaborations.
- Offer virtual try-on tools so customers can see how a design looks before store visits.
- Provide transparent pricing and certifications online.
- Encourage reviews and testimonials to build digital trust.
Conclusion
Gen Z is reshaping the jewellery shopping experience in India. They may still walk into showrooms, but they enter better informed, more selective, and more confident than earlier generations. For jewellers, this shift highlights one clear message: a strong digital presence directly influences offline sales.
By combining tradition with technology, jewellers can not only win the trust of Gen Z but also secure their loyalty for the future.
