Less Gold, More Glamour: Why Millennials Are Falling in Love with 18K Gold And Diamond Jewellery
The idea of jewellery as a once-in-a-while indulgence is giving way to a far more modern interpretation, one where fine jewellery becomes a part of everyday self-expression. And leading this evolution is a generation known for rewriting rules: millennials.
Across the board, from design houses to retail platforms, a clear pattern is emerging. Millennials aren't just buying jewellery for weddings or heirlooms, they're embracing it as a style staple, an investment, and a deeply personal choice. Their preference? Lightweight, 18-karat gold pieces with diamond accents that blend elegance with everyday wearability.
'Millennials today are reshaping the narrative around fine jewellery, and it's becoming a part of their everyday style, a form of self-expression," says Ramesh Kalyanaraman, Director, Candere. 'We've observed a clear shift towards lightweight, design-led pieces that offer both elegance and ease. Whether it's a busy weekday or a relaxed weekend, these pieces are crafted to move with their lifestyle."
Candere has seen a strong uptick in sales of 18K jewellery in 2024, particularly in rose and white gold tones, which pair beautifully with minimalist diamond detailing. Flagship designs like the IGI-certified Twila Solitaire Pendant and the Mignon Set Diamond Ring are emblematic of this shift, they're visually striking but light enough for daily wear.
'Today's luxury isn't louder, it's lighter," echoes Neil Sonawala, Managing Director, Zen Diamond India. 'We're witnessing a clear evolution in preferences among India's millennial consumers, who are gravitating toward fine jewellery that is elegant, wearable, and investment-savvy."
The numbers back the sentiment. With gold prices having surged by nearly 20% in the last two years, the appeal of 18-karat gold, composed of 76% pure gold is rising. It offers the look and feel of fine jewellery at a relatively accessible price point without compromising on quality or durability.
'Diamond-accented designs especially solitaires, petite studs, and minimalist silhouettes are fast outpacing plain gold pieces," adds Sonawala. 'Less gold doesn't mean less glamour; through refined craftsmanship and high-impact design, our 18-karat collections deliver maximum brilliance with minimal weight."
At Candere too, this less-is-more approach drives the design philosophy. 'Our design philosophy centres around wearability, individuality, and emotional resonance," says Kalyanaraman. 'Whether it's a gift to self, a layering essential, or a marker of a personal milestone, every piece is created to feel like an extension of the wearer."
From Zen Diamond's lens, it's not just about what the jewellery looks like it's also about what it stands for. 'We are deepening our focus on hallmarking and certified sourcing," explains Sonawala, 'recognising the modern consumer's demand for transparency, authenticity, and long-term value."
What emerges is a new code for fine jewellery: one that blends the timelessness of diamonds with the practicality of lighter weight, high-design gold. Millennials want pieces that move with them, from boardroom to brunch, from solo vacations to spontaneous proposals.
For this generation, jewellery is no longer about show, it's about soul. And with 18K gold and diamond jewellery offering the sweet spot between luxe and lifestyle, it's clear that less truly is more.
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First Published:
July 28, 2025, 08:04 IST
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Time of India
11 hours ago
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Live Events (You can now subscribe to our (You can now subscribe to our Economic Times WhatsApp channel Jewellery retailer Kalyan Jewellers plans to open 170 stores through a franchise model in domestic and overseas markets this fiscal, which will help reduce its debt liabilities, a senior company official has of June 30, 2025, Kalyan Jewellers' total showrooms across India and the Middle East stood at 406 (Kalyan India - 287, Kalyan Middle East - 36, Kalyan USA - 2, Candere - 81), according to a regulatory filing."We are planning to open 170 showrooms in 2025-26, of which 90 will be Kalyan, and of these, seven will be overseas - UK, US and Middle East. We are also looking at opening 80 stores under our lifestyle jewellery brand Candere."The domestic expansion will be across non-south markets, including tier I, II, III and IV markets through the franchise model. Going forward, the company will expand through the franchise model and will use the excess cash to reduce debt," Kalyan Jewellers Executive Director Ramesh Kalyanaraman told forward, the company will expand through a franchise model and will use the excess cash to reduce its debt, he added."Last year, we reduced Rs 400 crore debt, and this year we are planning to reduce it further by Rs 300 crore, primarily targeting our Gold Metal Loan (GML) liabilities, which will make the company's balance sheet lighter. We have land parcel collaterals mortgaged with banks for this overdraft facility. When we reduce debt, our collateral comes out, which can be further brought into the system that will make our balance sheet lighter," he Thrissur-headquartered company has a capex of around Rs 350-400 crore for maintenance and inventory for this financial year, Kalyanaraman said."As the expansion is through franchises, we don't have to invest. Our capex for maintenance and inventory for this financial year is around Rs 350-400 crore," he plans on Candere, Kalyanaraman said, currently, the company is focusing on domestic expansion of its lifestyle jewellery brand."For Candere, our focus will be India, besides this store in Dubai, which will open in the next quarter. We need the brand to stabilise in the domestic market and then chalk out expansion plans outside of India, which will be around 2027-28," he the overall overseas expansion plans, he said Kalyan Jewellers will enter the UK this fiscal."Our overseas expansion will be focused on the US, UK and the Middle East till next fiscal. We are getting inquiries from countries like Australia, Malaysia, and Singapore, having a large Indian diaspora; however, our overseas expansion will be very calibrated," he Manufacturing, he said the company has contract manufacturers, and as of now, it is focused on front-end retailing."We are working on improving the back-end and developing the roadmap for strengthening the back-end that will include setting up a contract manufacturing hub in Thrissur before the end of this financial year. We have acquired land for this purpose that will bring together our contract manufacturers under one place in the city," the director said."Currently, we have over 1,000 contract manufacturers across the country."About the company's revenue expectation this fiscal, he said the expansion is on track, which will give Kalyan Jewellers a market share growth. Monsoon is also good this year. The same store sales for the past 8-9 quarters are seeing double-digit growth, and there is a tailwind for the organised segment, he pointed out."Therefore, all put together, we are very optimistic going forward," he company had reported consolidated net revenue of Rs 5,557.63 crore in the first quarter (April-June) of the market share expectations, he said market share grows every year in the range of over 1 per cent for company's current market share in the organised segment is around 8-9 per cent, Kalyanaraman added.
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