Gen Z Shifts from Gold to Imitation Jewellery
India's Gen Z is redefining their relationship with gold and traditional jewellery. Rather than purchasing expensive gold chains or necklaces, many young consumers are opting for imitation jewellery as an affordable and versatile fashion accessory.
The trend is driven by several factors, including affordability. As gold prices remain high, young people are prioritizing other expenses such as education, travel, and gadgets over jewellery purchases.
Additionally, the rapid growth of e-commerce and social media has made it easier for consumers to discover new fashion trends and find imitation jewellery online or from direct-to-consumer brands.
Traditional jewellers are adapting by creating lightweight and affordable options, but the shift in consumer preference is opening up opportunities for digital-first businesses throughout the value chain.