Prisha Khimavat Surana, head of Marketing at Su-Raj Inter Gold, says younger consumers prioritise lightweight, versatile and affordable jewellery that complements their modern lifestyle. 

(Transcript, edited for clarity)

JNA: What do younger consumers seek in jewellery and how should the jewellery trade cater to their needs?

Surana: Younger consumers are drawn to jewellery that is lightweight, easier to wear, and aligned with their everyday lifestyle.

They value design that feels subtle yet expressive, offering comfort, versatility and an accessible price positioning.

So, to cater to these preferences, the trade should focus on refined, minimal designs, flexible customisation, and smart production that reduces weight without compromising visual appeal.

Aligning design innovation with affordability and wearability is key to engaging this generation effectively.