Due to changes in price and fashion trends, younger generations in India are changing how they look at gold jewellery. They prefer minimal, stylish, low-carat designs over traditional heavy pieces meant for investment. What can brands learn from this shift, and where is this change headed?
Baruni Verma is the founder and director of Starkle, an e-commerce brand that creates minimalistic and affordable fine jewellery for Gen Y and Z. Starkle has a wide range of products, including rings, earrings, necklaces, and bracelets, many of which are imported from Italy and Turkey. Each piece is crafted with attention to detail and contemporary design aesthetics. The brand uses premium materials and sustainable practices so that its jewellery not only looks good but also aligns with the values of environmentally conscious shoppers. With a seamless online shopping experience and a commitment to customer satisfaction, Starkle aims to make luxury accessible to every taste. They also have an offline store in Delhi where one can visit to enjoy a more personalised shopping experience.
Kavya Chaturvedi is the co-founder of Rozaana, an online store that curates everyday lightweight 18-carat gold-plated jewellery. Rozaana offers affordable options that appeal to those looking for versatile pieces that can be worn every day. They use stainless steel as a base material because it’s hypoallergenic and compliments the Indian humid weather. The jewellery is then coated with 18-carat gold using PVD plating technology for durability and a high-quality finish. Most importantly, Rozaana ensures that your favourite pieces are durable and seamlessly blend into your lifestyle, especially their tarnish-free range that stays looking great over time.
Hazra is a writer and independent journalist with a master's degree in journalism who writes about health, lifestyle, fashion, travel and culture. Her work has appeared in Well+Good, Insider, Giddy, South China Morning Post, Sentient Media, StyleCaster, Discover, Evening & Standard, and Chatelaine, among others. She is a firm believer and achiever who loves to explore new things. When not writing, Hazra enjoys exploring the outdoors and reading books.