Kisna Diamond and Gold Jewellery, founded on the principle of making fine jewellery accessible, has significantly grown since its inception in 2005. “Our journey began with the launch of our first shop-in-shop in Ghatkopar, Mumbai. Since then, we’ve expanded to over 1,500 shop-in-shop outlets and 60 exclusive brand outlets across India,” shares Parag Shah, CEO & Director of Kisna.
The Indian jewellery market has experienced rapid growth, influenced by changing consumer preferences. Shah projects that domestic gold jewellery consumption will grow by 14-18% in FY25. While gold continues to be a popular choice, diamonds are increasingly favored for everyday wear.
Shah highlights a significant shift in consumer behavior: “There has been a clear shift from ‘locker jewellery’ to ‘drawer jewellery’—where consumers now prefer lightweight, wearable designs over heavy investment pieces.” As diamond jewellery surpasses gold in popularity, multi-wear pieces are also gaining attention as people look for versatility in their jewellery.
This change is being driven by factors such as higher disposable incomes, urbanization, and the rise of digital platforms offering an extensive range of choices. Younger buyers are also focusing on branded, certified jewellery, valuing trust and transparency in their purchases.
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