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Fashion Value Chain

Reimagining Indian Jewellery: The Rise of Small Brands

Arya Prameh, Fashion Management Scholar, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus Small jewellery brands are playing a transformative role in the Indian market by embracing innovation, storytelling, and personalization. Unlike traditional jewellery houses, these emerging labels focus on creating pieces that reflect individuality and self-expression, tapping into the growing demand for unique, versatile, and meaningful designs. The rise of digital platforms, social media, and online retail has allowed these brands to reach wider audiences, particularly younger consumers who seek jewellery that resonates with their personal style and values. This shift is further amplified by the increasing popularity of trending jewellery types such as arm jewellery statement arm cuffs and bangles that have gone viral on social media alongside bold gold pieces, colorful gemstones, layered necklaces, and geometric designs. These trends reflect a blend of contemporary aesthetics with traditional Indian craftsmanship, appealing to fashion-forward buyers who want jewellery that is both striking and wearable. Source: Technavio A prime example of this movement is Quirksmith, founded by sisters Divya and Pragya Batra. With Divya's background as a NIFT gold medalist in jewellery design and Pragya's expertise in business, Quirksmith was launched in 2016 from a modest beginning at a Bangalore flea market. The brand quickly gained recognition for its poetic, conversation-starting silver jewellery that encourages wearers to 'wear your emotions.' Quirksmith's commitment to empowerment is evident in its workforce, where over sixty percent are women, and in its support for more than fifty artisans across India. Their designs blend traditional Indian elements with contemporary aesthetics, incorporating popular trends like statement arm jewellery, layered rings, and bold geometric shapes. By focusing on authenticity, craftsmanship, and community, Quirksmith has built a loyal following and set a benchmark for how small brands can thrive in a competitive landscape. The success of brands like Quirksmith signals a broader shift in the Indian jewellery sector. New entrants are accelerating market growth by offering fresh perspectives, innovative designs, and competitive pricing, compelling established players to adapt and innovate. As consumers increasingly seek jewellery that tells a story and aligns with their values, small brands are not only capturing market share but also redefining what jewellery means in India. They are turning accessories into powerful symbols of identity, empowerment, and creativity, ensuring that the future of Indian jewellery is as dynamic and diverse as the country itself. The rise of trending pieces such as arm jewellery, bold gold, colorful gemstones, and layered styles highlights how these brands are blending tradition with modern trends to meet evolving consumer tastes.