We Indians have a deep love for jewelry, seeing it as a symbol of wealth, tradition, and personal expression.
In the past, jewelry was kept safely in lockers, and only brought out for special occasions. But today, young, urban consumers are embracing jewelry as part of their everyday look.
For those who’ve spent their youth scrubbing away green stains from cheap jewelry, the frustration is all too familiar. Flimsy chains and earrings that tarnish within days often lead to more frequent replacements, ultimately adding to the waste.
In the past decade, the mid-range jewelry market has flourished, bridging the gap between fine and affordable pieces.
Designers are now creating luxurious, high-quality jewellery that offers both style and durability, providing customers with a refined alternative without the high price tag or disposable quality.
With an increasing preference for versatile and fashionable pieces, demi-fine collections are becoming the go-to choice for those seeking both elegance and practicality in their jewelry.
Here are some top jewellery brands that are blending new styles with old traditions.
- Zariin
Founded in 2010 by sisters Mamta and Vidhi Gupta, Zariin is a prominent jewelry brand known for its wide range of designs, including necklaces, rings, earrings, and bracelets.
From the beginning, they aimed to break industry norms by incorporating uncut gemstones and offering handcrafted gold-dipped pieces, blending luxury with affordability.
The brand stands out with a lifetime warranty on its gold plating, ensuring free re-plating for customers.
Zariin now operates in over 21 countries and has a flagship store in India.
It has garnered attention from celebrities like Sonam Kapoor, Priyanka Chopra, and Deepika Padukone.
- GIVA
GIVA, founded in 2019 by Ishendra Agarwal, Nikita Prasad, and Sachin Shetty, has gained prominence as a fine jewelry brand
Based in Bengaluru, the brand became known for its elegant 925 silver pieces, offering minimalistic designs with a contemporary touch.
As GIVA grew, it expanded into gold-plated,14K, 18K gold, and lab-grown diamond jewelry.
The brand’s pieces are crafted with cubic zirconia and other precious stones, adding a luxurious feel to every design. It simply focuses on quality, ensuring each item is made to last.
Recently, the brand raised INR 525 Cr in Series B funding, and it continues to grow, with a strong revenue increase of 97%.
Starting at INR 1,599, GIVA’s designs are perfect for both daily wear and special occasions.
- Palmonas
Founded in 2021 by Pallavi Mohadikar and Amol Patwari, Palmonas is a demi-fine jewellery brand offering contemporary pieces for both daily and special occasions.
It is known for using high-quality materials such as sterling silver and surgical steel, coated with 2.5-micron gold plating.
The brand provides a range of affordable yet premium quality jewellery, including necklaces, rings, earrings, bracelets, and mangalsutras, priced between INR 800 to INR 5,500.
All products come with a one-year warranty.
In 2023, Bollywood actress Shraddha Kapoor joined the brand as a co-founder, helping to strengthen its presence and appeal in the market.
According to Tracxn, Palmonas reported an annual revenue of $479K as of March 31, 2023.
- Amama
Founded in 2017 by Nikita, AMAMA is a New Delhi-based jewellery brand inspired by a personal tribute to her grandmother, whose love for timeless ornaments sparked this journey.
‘Amama,’ meaning grandmother in Telugu, reflects the brand’s ethos—celebrating tradition while embracing modern design.
Known for its intricately handcrafted, lightweight statement pieces, the brand has adorned celebrities like Karan Johar, Jacqueline Fernandez, and Sonakshi Sinha.
With the motto “never limiting, always creating,” AMAMA aims to be a one-stop destination for jewellery lovers, offering diverse styles for every occasion with a seamless shopping experience.
- Silver line
For those who appreciate jewellery with a legacy, Silver Line stands tall, combining decades of craftsmanship with a modern twist.
Founded in 1978 by Mukesh Jain, the brand is a well-established brand in the fine jewellery market.
Inspired by his travels, Mukesh created pieces that blend culture with emotion through expert craftsmanship.
The brand is known for its minimalistic designs, including layered necklaces, cosmic-inspired collections, and everyday jewelry like bangles and anklets. The product range starts from INR 1000, as minimal.
Today, Mukesh’s sons, Anubhav, Sidharthe, and Nirvane Jain, continue the family legacy, making Silver Line’s alluring 925 silver jewelry accessible to a wider audience.
Also Read:
10 Defense Tech Startups Championing India’s Military Self-Sufficiency
- Dhora
Dhora, founded by Aavriti Jain, is a unique jewelry brand that merges bold, contemporary styles with traditional Indian craftsmanship.
Inspired by Rajasthan’s rich heritage and Aavriti’s education in Italy, the brand offers a diverse range of minimal yet edgy designs.
Each piece blends Indian artistry with modern aesthetics, creating an exquisite fusion of old-world traditions and fresh, wearable looks.
From polkis and gold pieces to dainty pearl ornaments, Dhora’s minimalistic design ethos blends effortlessly with the Indian audience’s penchant for statement pieces.
Dhora’s jewelry, from necklaces to rings, captures the essence of Rajasthan while resonating with the modern, free-spirited individual.
With prices starting at INR 1,200, Dhora offers accessible luxury that stands out for its fresh, wearable aesthetic.
- Sukkhi
Affordable yet dazzling, Sukkhi caters to the masses, proving that great design doesn’t always come with a hefty price tag.
Founded in 2012 by Bhavesh Navlakha and Prashant Gupta, the brand is known for offering a wide variety of jewelry for both men and women.
It sells through e-commerce platforms, its website, and physical outlets across cities like Mumbai, Bengaluru, Kolkata, and Indore.
With over 10,000 designs featuring necklaces, bangles, earrings, and rings, Sukkhi claims to serve 15 lakh customers.
In 2018, it secured $7 million in funding from Carpediem Capital and Duane Park.
The brand aims to expand to 300 stores across India.
- Kiri Kiri
Born in Jaipur, a city known for its rich tradition of gemstones, Kiri Kiri is a jewellery brand that blends heritage with modern style.
The name means “stones on the river bed” in an ancient Polynesian language, symbolizing timeless beauty and nature.
The brand specializes in delicate, handcrafted pieces made from semi-precious stones like Blue Topaz, Amethyst, and Aquamarine.
Kiri Kiri believes that gemstones hold healing powers, and they guide customers in choosing the right stone, ensuring each piece is both meaningful and stylish for everyday wear.
- Olio Stories
Jewellery can also be storytelling, and Olio Stories captures this beautifully with whimsical, handcrafted pieces inspired by culture and memories
The brand was born out of friendship, Aashna Singh and Sneha Saksena launched OLIO in 2015, originally a womenswear brand.
However, three years later, the duo shifted focus, introducing OLIO Jewels.
The brand blends the ancient with the modern, offering beautifully crafted pieces that tell unique stories. Featuring brass and 18k gold-plated designs,
The Olio Stories emphasizes artisanal craftsmanship and intricate detailing. Their jewellery celebrates both casual and formal moments, designed for everyday wear with a touch of whimsy and cultural narrative.
- Touch925
Touch925, a Gujarat-based brand founded in 2023 by Nishit Begwani, brings a fresh perspective to silver jewellery with its tagline, “Silver Jewellery that Speaks!”
Emphasizing unique, expressive designs, the brand crafts pieces that resonate with personal stories while maintaining elegance.
Catering to young professionals and fashion lovers, their collection offers everything from office-friendly pieces to eye-catching party accessories.
With a strong focus on quality and individuality, Touch925 is steadily growing, carving a niche for itself in India’s silver jewellery market while prioritizing customer satisfaction.
- Voylla
Finally, Voylla bridges the gap between tradition and modernity, growing from a local venture into a household name across India.
Founded in 2011 by Vishwas and Jagrati Shringi, Voylla began as a small jewellery venture in Jaipur.
What started with a focus on women’s fashion jewellery soon expanded into the men’s segment in 2015, marking a new chapter for the brand.
Voylla now operates through 250 stores across India and an omnichannel online presence, making stylish jewellery accessible to all.
In 2015, the company also secured $15 million in funding from Peepul Capital, paving the way for future growth.
Conclusion:
Jewelry in India has undergone a significant transformation, becoming an essential part of daily life and celebrations.
The right pair of earrings or a statement necklace can effortlessly elevate any look.
Today, consumers are leaning toward designs that blend tradition with modernity, seeking pieces that tell a personal story or reflect their values.
From minimalist styles to custom-made designs, the demand for high-quality, skin-friendly, and affordable jewelry is on the rise. The digital revolution has also made online shopping the preferred choice, making it easier than ever to find unique and classy pieces.
