We spoke to young Indians about their relationship with diamonds, which are now more personal, a symbol of love for themselves, and an extension of their personality beyond ordinary conventions
Diamond jewellery has long been a symbol of status and wealth. For generations, diamonds have been associated with exclusivity and perceived as a mark of success and achievement. But in recent years, the definition and perception of luxury have evolved, and the relevance of diamonds has changed for millennials and Gen Z, now the largest consumers of diamond jewellery. They are more conscious of ethical and sustainable practices and are looking for jewellery brands that are transparent about their sourcing and production practices. In addition, they are also more aware of their budget and are looking for high-quality jewellery, but not overpriced. This change in perception has influenced brands to pivot to cater to this market.
We spoke to young Indians about their relationship with diamonds, which are now more personal, a symbol of love for themselves, and an extension of their personality beyond ordinary conventions.
I associate diamonds with a feeling of prestige. Diamond is created due to pressure; I associate personally with that as well. If you want to be the diamond of your space, you need to be willing to face the pressure. As the famous saying goes, “No Pressure, No Diamond.”
In our generation, people have understood that there is no right time to buy a diamond except when you feel like you deserve it. Since it’s a status symbol, people tend to reward themselves when they achieve life goals instead of waiting for special occasions. I bought my first diamond ring on my 20th birthday when I hit 400k followers on my Instagram. It was a double celebration, and I decided what