Wedding Season: Jewellery brands boost Q4 marketing budgets by up to 40%

As the wedding season gets underway, jewellery brands are sharply increasing their marketing budgets to tap into the big-fat-Indian-wedding momentum. The category is witnessing heightened competition across traditional and digital channels as brands chase both premium and value conscious consumers preparing for one of the most significant purchase periods of the year.

Industry executives say marketing spends have risen between 20 and 40 percent compared to the previous quarter. The category continues to build momentum, and brands are investing aggressively to stay relevant in a high intent buying cycle. CAIT has projected a record Rs 6.5 lakh crore in spending from an estimated 46 lakh weddings scheduled between November and mid-December, with Delhi alone accounting for Rs 1.8 lakh crore from 4.8 lakh weddings. In 2024, the body estimated around 48 lakh weddings in the same period.

Sujala Martis, Director – Consumer Marketing (India), Platinum Guild International, said India’s emotionally charged and aspirational wedding culture keeps jewellery demand largely inelastic, though this year’s historic gold price surge has strengthened platinum’s positioning as a smart, aspirational alternative. She added that platinum’s three sub-brands, led by Platinum Love Bands, cater to modern couples and younger consumers who value the metal’s rarity, emotional significance and contemporary appeal across commitment bands, men’s jewellery and women’s jewellery.

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“Wedding communication today is incredibly cluttered. The only way to stand out is to build distinction not just in storytelling, but in the very role your brand plays in a consumer’s life. For platinum, that distinction comes naturally. We don’t just mirror wedding tropes; we build narratives around modern relationships, personal milestones, and contemporary self-expression,” Martis added.

This was further reiterated by Shweta Harit, the Global Senior Vice-President of De Beers Group and CEO of Forevermark who said, “When it comes to jewellery, the wedding season is a key occasion to make purchases, be it to celebrate special moments, for self-purchase or for gifting.”

She added that the company recently launched Forevermark Diamond Jewellery from De Beers Group to cater to the modern Indian woman, offering collections that span elegant daily wear, statement pieces and wedding-season designs suited for a trousseau. Harit said that the product mix now includes high jewellery inspired by contemporary global design, along with India-centric styles that reimagine traditional forms such as the mangalsutra, nose pin and bangles for today’s consumer.

Meanwhile, Senco Gold and Diamonds is driving pan India brand building through the hyperlocal storytelling that wedding purchases demand. “Our national campaigns reflect a unified India, but our regional marketing focuses on local bridal rituals, dialects and styles,” said Joita Sen, Director, Head of Marketing and Designs, adding that the wedding season is naturally their biggest focus period and each year, their marketing investments go up during these months to feed this peak demand.

She highlighted that Senco’s wedding season storytelling highlights the diversity of Indian brides and the craftsmanship traditions of each region, reflected in designs that range from heritage inspired pieces to modern, minimal styles. The brand aims to cater to every kind of bride, while offering jewellery in 22kt gold and diamonds along with 9kt, 14kt and 18kt options suited for everyday wear and gifting.

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Vinita Pachisia, EVP – Investments, Amplifi, Dentsu India, said jewellery remains one of the largest advertising categories, with Q4 campaigns often consuming the bulk of annual budgets and driving strong growth across digital and regional channels.

Building on this, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, noted that brands are defining campaign success during the wedding season through a hybrid KPI framework. Digital engagement, video consumption and time spent signal interest, while lead generation, store footfall and conversions help measure immediate impact.

“Equally important are long-term brand metrics such as recall, sentiment, and preference, especially in categories were trust influences purchase decisions. Balancing short-term performance metrics with long-term brand lift is the primary objective,” he said.

The momentum is equally strong for lab grown diamond brands. Lucira allocates nearly 30 percent of its annual marketing budget to the wedding season, with Co-Founder Rupesh Jain saying the brand is highlighting the value proposition of owning a larger carat at a better price as consumer awareness rises.

Jewelbox follows a similar approach. Co-Founder Vidita Kochar said the brand dedicates a significant share of its yearly spend to the high-intent October-to-February period, focusing on high-impact visibility across digital and in-store channels. “Instead of repeating traditional wedding tropes, we focus on modern wedding narratives, celebrating individuality, conscious luxury, and the idea that a wedding diamond can be both meaningful and sustainable,” she explained.

Media Mix – Integrated Approach in Focus

Budget allocation has shifted to a more integrated mix, with a significant tilt toward digital and video. Marketers are prioritising high reach formats such as short form video, influencer led content, and performance driven campaigns, while still maintaining selective investments in print, outdoor and retail activation to drive last mile impact.

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Hariram explained that budgets are largely skewed toward digital and video at 35 to 40 percent, driven by OTT, YouTube and targeted social and search campaigns. Influencer marketing accounts for 15 to 20 percent, using macro and micro creators in the bridal and fashion space to build relatability and aspiration. Television and print continue to command 20 to 25 percent for mass trust and reach in Tier 2 and 3 markets, while 15 to 20 percent is directed toward OOH in high footfall zones and in store activations designed to create premium purchase experiences.

This was well reflected by Martis who said the brand’s media allocation mirrors its audience profile, with younger consumers spending far more time on digital platforms and moving away from traditional media. Digital has become the anchor of its festive and wedding plans, spanning CTV, OTT and key affinity platforms across sports, news, lifestyle, music and entertainment to reach consumers where they already are.

Martis said, “We also lean into precision by building high-intent journeys across digital ecosystems. The intent is to optimise for relevance through data-backed targeting and cross-device journeys, that guide consumers from scroll-to-store.”

For Lucira, the brand said its spends are split across digital at 35 percent, influencer collaborations at 25 percent, retail visibility at 25 percent and print and other media at 15 percent. “Digital and influencer marketing drive discovery and aspiration, while strong in-store visibility and select print features ensure we reach both modern and traditional wedding shoppers effectively,” said Jain.

For Forevermark, the brand said its creator collaborations and design philosophy are built around the modern woman who chooses natural diamonds to express her individuality. Since its India launch, it has expanded beyond metros into Tier II cities and strengthened its e-commerce presence to improve access to its rare, responsibly sourced and traceable diamonds.

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Martis stated, “We focus on building what we call “trust ecosystems” — carefully curated platforms or voices that truly influence wedding-related choices. These are entities that hold cultural capital and relevance, especially in a high-involvement category like jewellery.” The brand prioritises building “trust ecosystems” by partnering with platforms and voices that genuinely influence wedding related decisions, especially in a high involvement category like jewellery.

As brands sharpen their messaging and double down on high intent audiences, the wedding season is shaping up to be a proving ground for both legacy jewellers and emerging players. With digital discovery rising, trust becoming a critical differentiator and consumers seeking a blend of tradition and modernity, the coming months will test how effectively brands can convert sentiment, storytelling and visibility into sustained demand.