OTT-inspired styling lifts demand for lightweight diamond jewellery
Indian jewellers say Gen Z and millennial shoppers are shifting from Bollywood-led looks to global OTT-inspired styling, driving demand for everyday studded diamonds, stackable designs and 9KT gold. Higher gold prices are also accelerating the move away from heavier statement pieces.
Global OTT shows are displacing Bollywood as a jewellery trend driver among Indian Gen Z and millennials. Jewellers report rising demand for lightweight, everyday studded diamond designs, stackable pieces and 9KT gold, supported by higher gold prices and social-media-led styling.
Why this matters
The styling shift adds a demand-side signal to CaratLane’s expansion pattern, following its new 32,000 sq ft Chennai manufacturing facility and plans to explore West Asia through Titan’s Damas Jewellery network.
Retail-brand signals are accelerating, up 343000% QoQ.