AI in Jewellery Retail: Tradition Meets Transformation

India’s Jewellery Market: Culturally Rich, Technologically Ripe

India’s love for jewellery is not new. But its jewellery market is now gaining size and speed in ways that reflect both tradition and transformation.

As of 2023, the India jewellery market was valued at approximately $85.52 billion (₹85,517.6 crores) and by 2030, it’s expected to reach $124.7 billion (₹1,24,702.8 crores). That’s a steady growth rate of 5.5% to 5.7% every year. Other sources estimate the market could grow even faster, especially when you include segments like gemstones and luxury fashion. In fact, broader estimates predict the industry could reach $168.6 billion by 2030 with annual growth of 8.9%.

While the growth is robust and India is a global leader in jewellery, a CAGR of 5.5 – 8.9% is strong. For a mature and massive industry like jewellery, this pace is significant and reflects sustained consumer demand, cultural importance, and rising incomes.

Tradition Meets Change

Traditionally, jewellery purchases in India followed predictable patterns. There was a time when people bought jewellery only for auspicious occasions like weddings or festivals. Women rarely purchased jewellery for themselves; it was usually gifted by their parents as part of their Stridhan (a woman's rightful wealth) during marriage.

Every piece of jewellery carried emotional weight. A necklace from a grandmother. A ring passed down through generations. A gold chain gifted during the first Diwali after marriage. Each item told a story, carried memories, and represented familial bonds that transcended monetary value.

Maybe, that’s why it’s said, “Har Zevar, Ek Kahani,” meaning, every piece of jewellery tells a story.

But that story is shifting, quietly.

Today’s jewellery market reflects a fascinating blend of tradition and transformation. While emotional connections remain strong, purchasing patterns are diversifying. People are no longer waiting for a wedding or a festival. Young women now buy jewellery for themselves, the way they’d buy clothes, perfumes, or shoes.

Brands like Melorra and CaratLane are witnessing this shift firsthand. Over 60% of their sales now come from lightweight, daily-wear gold and diamond pieces, especially among urban millennials and Gen Z. This isn’t a passing trend—it’s a reflection of evolving lifestyles and priorities.

New Buyer Expectations

According to a 2024 report by the All India Gem and Jewellery Domestic Council (GJC):55% of buyers say their purchase decisions are shaped by previous positive experiences with a brand.

A FICCI-Gold Policy Centre survey echoes this; 52% of urban buyers cite brand reputation as a top factor when buying high-value jewellery.

The shift doesn't diminish the emotional aspect, rather expands it. The Indian jewellery landscape reveals a powerful truth: jewellery is no longer only about weddings or heirlooms. It’s becoming a part of everyday life, creating new opportunities for jewellers who understand this evolution.

An Industry at a Crossroads

India’s jewellery industry is observing slow and steady growth when compared to some tech or digital sectors. It was valued at ₹85,517.6 crores in 2023 and expected to reach ₹1,24,702.8 crores by 2030. But numbers only tell half the story.

This industry today stands at a critical inflection point, caught between the weight of tradition and the wave of technology.

While AI technologies promise to revolutionize every aspect of jewellery retail, from design and manufacturing to customer experience and sales, adoption remains fragmented across the industry.

Many jewellers are still unsure of where to begin.

Some have started using AI in small ways, like helping customers try on jewellery virtually, or suggesting products based on past preferences. But for most, the use of AI remains limited.

What AI Really Enables

First things first: AI in jewellery retail isn’t a strategy—it’s an enabler and it’s here to offer consistent brand communication across channels and strengthen your brand value.

For decades, jewellers have built their businesses on relationships, intuition, and service. Artificial intelligence simply brings tools to make that human connection more consistent, scalable, and responsive across every customer interaction.

It helps your sales associate remember customer preferences, follow up at the right time, and tailor recommendations, not with guesswork, but with precision. It amplifies the qualities that already make your business successful: attention to detail, memory, and care.

For jewellers, this is an opportunity to future-proof your legacy.

AI doesn't require you to abandon what’s worked for decades. Instead, it allows you to deliver the same high-touch experience across digital channels like Instagram, WhatsApp, emails, etc. at scale, without losing the warmth that defines your brand.

Real Impact, Real Examples

A platform like Zithara is built to do exactly that. Zithara helps jewellers to create those magical experiences at every step of their journey, right from the walk-in to post-sale follow-up to repeat sale. The experience is not only seamless for the customer but also simple for the business.

The best part is how quickly it comes to life. Zithara can be learned and implemented in just one day. It’s that intuitive, that efficient, and that ready for the future of jewellery retail.

In-Store Recall: A repeat customer walks in. The staff already knows their preferences—say, rose gold and minimalist designs—because the system remembers their last visit or purchase.

Celebration Campaigns: On their birthday or anniversary, they receive a warm, personalized message with an exclusive offer. No manual effort, just smart automation

Online to Offline Nudges: Someone browses the new bridal collection online. A few days later, they receive a curated lookbook or a gentle reminder to visit the store—based on their style and interest.

Post-Purchase Follow-Up: After a sale, they get a thank-you message and maybe a prompt to review or refer a friend. Another touchpoint, another opportunity to stay top of mind.

Jewellery retail is no longer just about the product. It’s about staying connected in ways that feel natural, timely, and personal.

The Time to Move is Now

Today, 65% of jewellery retailers worldwide are planning to increase their investments in AI. Industry analysts estimate that the AI market in jewellery retail could reach $1.2 billion by 2030, and some forecasts suggest it could approach $1.9 billion as early as 2026.

So, this isn't about chasing a trend but it’s all about staying relevant in an evolving market. With the right approach, AI can help jewellers bridge the gap between heritage and modern expectations—offering timeless craftsmanship with the speed, convenience, and personalization today’s customers expect.

Artificial intelligence is no longer a futuristic concept for jewellery retailers, it's a present reality that's reshaping how the personal, in-store experience is being enhanced rather than replaced by AI technologies.

Looking Ahead

The future of jewellery retail in India will belong to those who can blend age-old trust with modern efficiency. As the market grows from $100.94 billion in 2024 to a projected $168.62 billion by 2030, the real leaders won’t just be the biggest players —they’ll be the most responsive, relevant, and ready for change.

Although AI will not replace the human touch, it will definitely enhance it. It will empower traditional jewellers to offer personalized service at scale, build deeper relationships, and operate more efficiently without losing what makes them special: trust, craftsmanship, and community roots

Ready to Modernise Your Jewellery Store?