Source :NEWS18 NEWS
Last Updated:April 27, 2025, 10:18 IST
This Akshaya Tritiya, diamonds shine as symbols of self-love, individuality, and everyday celebration.
As diamonds shed their traditional legacy to become emblems of self-love, individuality, and everyday elegance, Akshaya Tritiya 2025 marks not just a celebration of prosperity — but of personal milestones and modern expressions of identity.
Once considered the ultimate symbol of tradition, stability, and inheritance, diamonds are experiencing a sparkling reinvention—just in time for Akshaya Tritiya, the auspicious festival long associated with prosperity and new beginnings. Today’s discerning consumer, however, is approaching diamonds differently: as emblems of self-love, daily joy, and individuality rather than mere heirlooms of wealth.
At the forefront of this transformation are brands like CaratLane, Zen Diamond, Kalyan Jewellers, and Mia by Tanishq, each carving out a fresh narrative for the age-old stone—one that resonates deeply with millennials and Gen Z, who are defining prosperity on their own terms.
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Diamonds as Symbols of Self-Worth and Self-Expression
“The rise in self-purchase is a defining trend today,” says Atul Sinha, COO, CaratLane. “Women are increasingly buying diamonds for themselves, celebrating their milestones and moments of joy. Our Personal Rewards campaign reflects this shift, where jewellery becomes a symbol of self-love and personal achievement.”
This sentiment echoes across the industry. Neil Sonawala, Managing Director, Zen Diamond, points out that self-purchase is no longer seen as indulgence, but as a powerful statement of empowerment. “At Zen Diamond, we see confident consumers commemorating their achievements with diamonds, not waiting for a partner to mark the occasion. Our MOI collection, named after the French word for ‘me’, embodies this spirit of independence.”
Similarly, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, observes that younger customers are actively choosing pieces that reflect their identity and aspirations. “Diamond jewellery is becoming a symbol of personal achievement rather than just gifts for special occasions,” he notes.
At Mia by Tanishq, the transformation is just as personal. “Diamonds today are about reflecting you, not about fitting into a legacy,” says Shyamala Ramanan, Business Head, Mia by Tanishq. “The idea of ‘waiting to be gifted’ is giving way to ‘I choose this for myself’.”
From Vaults to Daily Life: Everyday Diamonds Take Over
Once locked away for safekeeping, diamonds are now enjoying a second life—as essentials in everyday styling.
“Customers today are drawn to lightweight, design-led pieces that transition from work to dinner effortlessly,” says Sinha. “Our Made-To-Order service ensures that every piece feels as personal and timely as the occasion demands.”
Zen Diamond, too, embraces this philosophy with collections like Boujee and Deck-Up, which offer delicate, stackable designs—perfect for curating a personal style statement. “Diamonds are no longer reserved for grand occasions,” explains Sonawala. “They have become an integral part of everyday elegance.”
At Kalyan Jewellers, versatility is key. “We see a clear move towards understated, functional styles that blend sophistication with comfort,” shares Kalyanaraman. Their contemporary collections are designed to align seamlessly with the fast-paced lives of modern consumers.
Mia by Tanishq taps into this daily wearability with 14kt gold designs that are both intricate and durable. “Design innovation has made diamonds more wearable than ever,” says Ms. Ramanan. “Today, a stackable ring or a pair of chic studs can be part of your everyday look, just as easily as your favorite blazer or sneakers.”
Moving Beyond Tradition: Jewellery That Tells Personal Stories
The symbolism of diamond jewellery is evolving rapidly, moving from conventional markers to deeply personal expressions.
“Jewellery is no longer about conforming to societal expectations,” says Sonawala. “It’s about crafting your own style language.” Their contemporary mangalsutra designs and bold Trinity rings reinterpret tradition with a modern twist.
At CaratLane, there’s a conscious effort to blend technology with emotion. “We’re creating innovative experiences—like in-store engraving and immersive video shopping—making the journey of buying jewellery just as special as the piece itself,” adds Sinha.
For Kalyan Jewellers, this shift is about balancing legacy craftsmanship with modern-day appeal. “Today’s customers are choosing pieces that hold personal relevance rather than sticking to convention,” emphasizes Kalyanaraman.
Mia by Tanishq also champions this evolution. “Consumers now want jewellery that fits into their real lives—not just pieces locked away for once-a-year occasions,”remarks Ramanan.
The New Generation’s Bold Embrace of Diamonds
Perhaps the most exciting change this Akshaya Tritiya is the bold, playful, and deeply personal way younger audiences are embracing diamonds.
“Gen Z and millennials are rewriting the rules,” smiles Ramanan. “They’re layering, stacking, personalizing—expressing themselves through their jewellery.” Mia’s collections like Disco and Sarang Hearts blend pop culture with sustainable practices, using 100% recycled gold.
At Zen Diamond, emotional storytelling is central. “Today’s buyers seek jewellery that tells a story—whether it’s a zodiac sign, a dream motif, or a protective charm,” says Sonawala. “Our pieces are crafted not just with aesthetics, but with meaning.”
Kalyan Jewellers is witnessing a similarly informed and conscious customer. “Younger consumers are choosing jewellery that reflects their lifestyle values and everyday needs, rather than just tradition,” shares Kalyanaraman.
CaratLane, too, captures this new spirit by offering highly personalized services and a dynamic, style-led product portfolio. “Jewellery today is about individuality and expression,” concludes Sinha.
A Festival of New Beginnings—and New Meanings
This Akshaya Tritiya, diamonds are not just a symbol of prosperity—they are personal milestones, everyday joys, and stories of self-love. From stackable rings and minimalist mangalsutras to modular earrings and personalized pendants, the choices are as diverse and dynamic as the wearers themselves.
As tradition evolves and individuality takes center stage, one thing is clear: diamonds have found a fresh, sparkling meaning in the hearts of a new generation—and the future has never looked brighter.
SOURCE : NEWS 18
