Lightweight, modular jewellery and sustainable ranges to rule in 2024, say jewellers

Both maximalist aesthetics and minimalist flares will appeal to respective consumer segments in the coming year

MUMBAI: The year 2023 has been a good equalizer of sorts when it comes to trends. Neither minimalist jewellery nor big-ticket jewellery dominated the mood board. As new categories emerge, the jewellery inventory for 2024 will be a lot more inclusive. Multiple brands shared with The Retail Jeweller India their trend predictions for the year ahead.

Predicting the demand graph 

While Gen X and millennials still perceive gold as an investment, Gen Z and Generation Alpha flaunt their jewellery to make every day special. Vummidi Bangaru Jewellers is responding to this shift in consumer behaviour with every campaign or activity. “Based on our customer visits and preferences, we can sense that 2024 will be a perfect blend of vintage elements with modern designs. When it comes to traditional wear, customers will stick to antique designs. Minimalistic office-wear gold chains under Rs 25,000 and stylish finger rings will continue to win hearts,” said Amarendran Vummidi, Managing Partner, Vummidi Bangaru Jewellers, Chennai.

Several key consumer insights have emerged that can significantly influence strategies for ORRA Fine Jewellery. “Sustainability and ethical sourcing have become paramount concerns, and thus are embedded in socially responsible practices in the production of jewellery. Brands prioritizing transparency in their supply chain and emphasizing sustainable materials are likely to resonate well with eco-conscious consumers,” said Dipu Mehta, Managing Director, ORRA Fine Jewellery, Mumbai.

“For heavyweight jewellery, bold and statement pieces are likely to dominate the fashion scene, reflecting a resurgence of maximalist aesthetics with large diamond stones, gemstones, intricate designs, and chunky metalwork. On the other hand, lightweight jewellery is anticipated to follow a trend of minimalism and versatility,” added Mehta.

Customization has also optimized the utility of bridal jewellery and with people leaning towards lightweight and detachable jewellery, Prashant Surana, Director Entice, KGK 1905, believes that product wearability and value for money will be key trends in 2024. “For instance, a single necklace can be worn in multiple ways, such as a choker, pendant or elegant single liner. This trend is especially prevalent in bridal jewellery, accommodating multiple events within a single occasion. Entice’s Mines to Market approach facilitates such customization seamlessly,” Surana added.

Markets to explore

Chandana Shailendren, Chairperson & Managing Director, Sansa Jewellery Pvt Ltd., Hyderabad, Telangana believes that brands should strategize for 2024 by incorporating eco-friendly practices and enhancing personalized customer interactions. 

While Sansa Jewellery aims to focus on the South Indian market, 2024 will provide opportunities for ORRA Fine Jewellery to amplify its footprint in the North market through targeted digital marketing initiatives.

Periodic exhibitions across Vellore, Coimbatore, Tiruppur, Madurai, and Tirunelveli have helped Vummidi Bangaru Jewellers to understand the markets in those places and open more stores to cater to customers’ demand. The brand plans to open eight more stores in those cities as well as Chennai. 

Entice will expand in retail across Mumbai, which serves as an ideal starting point due to its diverse customer base representing different communities, preferences, and tastes, said Surana.

Written by Ashwin Bose

Retail Jeweller India Exclusive