Mumbai: Mother’s Day jewellery gifting in India
is moving away from heavy gold purchases and becoming more focused on emotion,
design and everyday wearability. With gold prices at record levels, customers
are still buying jewellery for the occasion, but they are choosing pieces that
are lighter, more personal and easier to fit within practical budgets.
The change comes at a time when high gold prices are
influencing purchase behaviour across the jewellery market. The World Gold
Council reported that India’s domestic gold price rose sharply in Q1 2026, with
the MCX spot gold price up 20% quarter-on-quarter and 81% year-on-year to a
record quarterly average of ₹ 151,108 per 10 grams. India’s gold jewellery
demand also declined 19% year-on-year to 66.1 tonnes in Q1 2026, reflecting the
impact of higher prices on volume-led buying.
For jewellers, Mother’s Day has become an important gifting
opportunity, but the selling approach is changing. Instead of only promoting
traditional gold jewellery, retailers are curating lightweight gold designs,
silver gifting options, personalised pendants, bracelets, rings, earrings,
lab-grown diamond jewellery and budget-friendly collections with stronger
emotional appeal.
From Investment To Emotion
Earlier, jewellery gifting was often linked to gold weight,
investment value and long-term asset creation. Today, customers are looking for
gifts that express love, gratitude and memory.
“At Darodkars Shree Meher Jewellers, we have observed a
significant shift in customer behaviour over the past decade. Earlier, gifting
jewellery was more investment-oriented, with customers preferring heavier
traditional gold pieces. Today, Mother’s Day gifting has become more
emotion-driven and personalised,” said CA Harshal Darodkar, Darodkars
Shree Meher Jewellers, Director.
This shift is helping retailers position jewellery not just
as a purchase, but as a personal expression. Lightweight pendants, elegant
earrings, mangalsutra pendants and daily-wear bracelets are becoming relevant
because they are wearable, meaningful and more accessible.
The ₹ 10,000 To ₹ 25,000 Customer
The ₹ 10,000 to ₹ 25,000 bracket has become one of the most
active spaces for Mother’s Day gifting. While heavy gold jewellery may be
difficult in this range, retailers say customers still have strong options in
lightweight and design-led categories.
Chahat Shah, Founder & CEO, Svaraa Jewels, said
customers in this price range can explore lightweight 9 KT gold jewellery,
lab-grown diamond jewellery, solitaire pendants, earrings, bracelets and rings.
He added that Svaraa Jewels currently offers more than 200 jewellery options in
this bracket.
This shows that customers are not moving away from jewellery
gifting. They are becoming more selective about design value, wearability and
emotional relevance.
Silver And Lab-Grown Diamonds Gain Space
Silver is also gaining importance as a gifting category.
Retailers are seeing demand for silver jewellery, silver coins, customised
silver articles and contemporary silver collections with premium finishes.
According to Chiraag Bohra, CMO of Aabushan Jewels, Bengaluru, rising gold prices have encouraged customers to look beyond
traditional gold gifting and explore premium silver jewellery, silver coins and
customised silver gifting options. He noted that silver is now being accepted
“not just as an affordable alternative, but also as a fashionable and
contemporary gifting category in itself,” especially for occasions like
Mother’s Day where emotion, personalisation and value play an important role.
Lab-grown diamond jewellery is gradually becoming part of
Mother’s Day gifting for customers who want the look and feel of fine jewellery
while staying within a planned budget. This shift is supported by wider market
momentum, with Future Market Insights projecting India’s lab-grown diamond
jewellery market to rise from USD 453.7 million in 2026 to USD 1,798.6 million
by 2036, growing at a CAGR of 14.8%. For today’s buyers, the appeal lies in
jewellery that feels premium, emotionally meaningful and more accessible.
Curated Campaigns Replace Generic Selling
Mother’s Day campaigns are becoming more focused and
story-led. Jewellers are curating collections around daily wear,
personalisation, lightweight gifting and affordable luxury instead of depending
only on discount-led promotions.
This shift is already visible in recent campaigns by leading
jewellery brands. Senco Gold & Diamonds has centred its Mother’s Day
communication on the many roles of motherhood, while CaratLane has positioned
diamond gifting around gratitude and emotional recognition. BlueStone-backed
Ethera has connected the occasion with mother-daughter relationships and
everyday fine jewellery, while GIVA and Solitario have used silver and
lab-grown diamond gifting to link sentiment with accessible luxury.
As gold prices continue to influence purchase decisions,
these campaigns show how Mother’s Day gifting is being repositioned around
lighter, more wearable and emotionally relevant jewellery. The category is
moving beyond weight-led buying towards designs that combine sentiment, daily
use, personal meaning and a budget that feels practical for the buyer.
