Jewellery Marketing Trends
The jewellery marketing landscape is evolving with a significant shift towards digital strategies. Key industry leaders emphasize the importance of integrating digital and traditional marketing to enhance consumer engagement and drive sales.
Shift to Digital Marketing
Jewellery marketing is increasingly becoming digital-led, with brands focusing on online engagement.
Regional Marketing Opportunities
Festivals like Gudi Padwa are seen as key marketing windows for brands to connect with consumers.
Integration of Marketing Channels
Combining digital and traditional marketing strategies yields the best results for jewellery brands.
Emergence of Lab-Grown Diamonds
The gold economy in South India is beginning to accommodate lab-grown diamonds as a viable option.
Influence of Digital on Purchases
Digital platforms are becoming crucial influencers in consumer purchasing decisions for jewellery.
For jewellery marketers particularly, Gudi Padwa has evolved beyond a regional festival into a key commercial opportunity blending tradition, investment behaviour and occasion-led marketing
Prashant Awasthi, CMO at Kisna Diamond & Gold Jewellery, says the brand’s media split is roughly 70% traditional and 30% digital, social, influencer, and AI-led platforms
Over the past two years, lab-grown diamond brands have expanded across southern markets, opening stores, boosting omnichannel strategies, and investing in targeted digital campaigns
Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, Aditya Birla, Jewellery, says the category is entering a phase of value engineering, cultural rootedness &omni-channel discovery
Joita Sen, Director and Head of Marketing and Design at Senco Gold and Diamonds, shares how the marketing playbook of jewellery brands has evolved over the years