Myntra Sees Rising Demand for Silver and Diamond Jewellery

Myntra, one of India’s leading fashion, beauty and lifestyle destinations, today announced that its jewellery category witnessed a strong growth in demand, particularly in the festive season. The category saw an 80% growth in demand during the recently concluded Big Fashion Festival, over the same period last year, as customers looked to complete their look with jewellery. This strong momentum is expected to continue into the upcoming wedding season.

Over the year, the category witnessed more than 50% of the demand coming from non-metros, Tier 2 and Tier 3 hubs such as Guwahati, Dehradun, Bhubaneswar, and Jammu among others, as they continue to be fast emerging as strong contributors. Fuelled by the festive season and its expansive range of selection, the category has emerged as one of Myntra’s fastest-growing, driven by strong consumer adoption across silver, demi-fine, fashion, and real gold and diamond jewellery. 

Myntra’s Jewellery portfolio has a wide range of over 7.3 lakh styles from 2100+ brands, catering to a wide spectrum of price points, from affordable imitation jewellery to silver, demi-fine and real jewellery. The platform has also introduced lab-grown diamond jewellery, reflecting evolving consumer preferences towards modern, sustainable, and premium designs. Customers have shown an increasing demand for high-value purchases of real gold and diamond jewellery on Myntra signifying deepening customer trust, with brands like Tyaani by Karan Johar and Candere by Kalyan Jewellers emerging as popular choices. Some of the other in-demand jewellery brands include Mia by Tanishq, Swarovski, Polki Stories by Raniwala, Joyalukkas, Palmonas, Clara, GIVA, Rubans, VOYLLA, Kushal’s Fashion Jewellery, Zaveri Pearls among others.

Customer demand is being led by earrings, jewellery sets, bracelets, anklets, mangalsutras, and silver pendants. Brands with bridal collections like Rubans, and Zaveri Pearls are witnessing a strong growth of more than 120% YoY in demand this year, while silver and demi-fine jewellery brands such as GIVA, and Palmonas have grown at 90% YoY. Imitation jewellery remains a popular choice for everyday fashion, in addition, customers are increasingly purchasing silver and precious jewellery. Seasonal peaks are also shaping the growth of the category, with Indian and bridal jewellery seeing high demand during Durga Puja, and the upcoming Diwali and wedding seasons. Additionally, there is a growing demand for gifting-led products, including silver coins, pendants, and silver articles such as pooja thalis and idols.

Speaking on the category’s growth, Neha Wali, VP, Category Management, Myntra said, “Jewellery is rapidly becoming one of Myntra's high traction categories. We're seeing a fundamental shift where customers aren't just buying for occasions, but also buying silver, demi-fine, and fine jewellery for everyday fashion and meaningful gifting. With demand from non-metros fueling over half the category’s growth this year, Myntra is enabling access to customers from these markets, offering them brands of their choice. With hyper-speed delivery service M-Now adding convenience, we are confident that this category is poised for strong growth in the coming quarters.”

On M-Now, Myntra’s hyper-speed delivery service live across Mumbai, Delhi, Bengaluru, Hyderabad, Kolkata and Pune, which offers deliveries starting ~30 minutes, customers can currently choose from over 400 styles. This will be further ramped up in the coming months, as customers turn to M-Now for their last-minute shopping needs to complete their look.

The strong continued momentum, fueled by both everyday wear and seasonal peaks, clearly positions the jewelry category for continued exponential growth in the coming months, solidifying its place as one of Myntra’s most promising segments.