28-07-2025
Less Gold, More Glamour: Why Millennials Are Falling in Love with 18K Gold And Diamond Jewellery
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
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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