Historical Overview of Jewellery and Its Importance to Indians By Manasa Kalyan

Introduction:

Jewelry symbolizes currency, fashion, wealth, social status, and additionally can also be treated as an investment. It is either purchased by one or passed down as an heirloom, provided as a protection, or to symbolize a relationship. It is more than just an accessory. It has something to offer everyone.

The jewelry industry is a multidimensional field that comprises the making, manufacture, distribution, and vending of ornamental articles like finger rings, necklaces, wristbands, earrings, and brooches. This sector goes through different sub-sectors, such as mining and refining of precious metals and gemstones to designing and making complex pieces. Skilled craftsmen and artists are very important in changing raw materials into art pieces that can be worn using methods like casting, forging, soldering, and wire wrapping. The business further entails the marketing and sale of jewelry across several avenues, including the usual physical stores, online platforms, and high-end stores. It reaches out to different market segments, ranging from high-value pieces to low-priced trendy items. Jewelry is designed for personal adornment in addition to serving as an investment symbol of status and identity and a medium of cultural expression. The industry is primarily influenced by seasonal trends, significant life events, consumer demand, for instance, wedding

anniversary parties, etcetera. This industry performs a combination of art and craft businesses worldwide due to its dynamism.

The Indian jewelry market is a key industry in the nation’s economy. The gems and jewelry industry in India contributes to up to 7% of the nation’s GDP. For Indian culture, jewelry plays a symbolic role. They carry ethnic and spiritual meanings, especially during weddings, any function, or festivals. For instance, when a bride wears jewelry during the marriage ritual, it shows the significance of her part as the lady of her husband’s extended family. The jewelry market in India mainly consists of ‘Traditional Indian Jewellery’, which differs from style and region. India has one of the largest and liveliest jewelry markets worldwide that is entrenched deeply in the cultural and economic landscape of this nation. Jewelry in this part of the world holds great cultural and religious importance that is normally connected to different festivals, marriage rites, and other ceremonies. The most preferable metal in Indian society is considered to be gold, which is why it is always associated with rites of passage as well as nuptials, among others. It is mainly made of gold, while traditional forms such as Kundan and Meenakari and traditional Indian jewelry also come in a variety of designs. Gold is still the leader of all jewelry markets, but when it comes to diamond jewelry, things are different; there seems to be a continuous upward trajectory in this segment due to a number of factors, such as varying tastes among buyers or increased marketing efforts from international companies dealing exclusively with diamonds. The retail market consists majorly of well- established chains like Tanishq and Kalyan Jewellers as well as quite so many tiny shops belonging to one family or some families; however, the increasing number of shops under the control of corporations reflects a growing tendency towards standardization and greater openness." The jewelry industry significantly contributes to India’s GDP and provides employment to millions, spanning mining, refining, designing, and retailing sectors. India is also a major exporter of gems and jewelry, serving significant markets in the USA, Europe, and the Middle East due to its skilled labor force and competitive wages, making it a global hub for the manufacturing of jewelry economically.

Indian jewellery market and international market :

The Indian jewelry market in general is designed mostly for elderly people who are buying jewelry, particularly for some occasions such as weddings, festivals, and other significant events. These customers usually prefer fancy diamond sets or chunky gold jewelry that is consistent with the traditional taste for luxurious and baroque designs. This demographic rarely buys light and minimalistic pieces of jewelry. Nevertheless, a noticeable trend may be observed as generations pass by, which shows a move towards lighter, less heavy pieces of jewelry. The younger generations still attach cultural and sentimental value to precious stones while going for versatile and simple designs more frequently. This trend demonstrates that there is a changing marketplace where traditional preferences are increasingly mixing with modern ones.

Generally, people buy jewelry across the globe for a range of reasons that include marriage engagements, tokens of love, or personal decoration. While Indians customarily offer gold coins or silver ornaments during special events, the rest of the world mostly goes for items made by famous companies such as Tiffany’s & Co. and Van Cleef & Arpels. Specifically, these make diamond, platinum, or rose gold jewels, which are best known for their simple yet elegant looks. The focus is on sophisticated, understated pieces that serve as timeless symbols of affection and personal style, reflecting a preference for subtlety and modernity in contrast to the more opulent and traditional Indian jewelry.

Cultural phenomenon of jewellery in India :

Gold occupies a divine position in Indian culture, signifying more than just riches but also success, attraction, and good luck. The association of gold with religious and cultural practices is so tight it is often related to Lakshmi, the goddess of wealth in this country—a symbol of blessings for one’s home and prosperity. Notably, gold buying is highly regarded on many regional festivals such as Gudi Padwa, Akshaya Tritiya, Navaratri, Dussehra, Dhanteras, Pushyam, Balipratipada, Vishu, and Pongal, among others. As an example during Akshaya Tritiya (also referred to as Akti or Akha Teej), when people buy gold, they believe that it will bring them unending wealth since “Akshaya” means “never diminishing." This custom underlines the continued influence of gold in Indian society, where the possession of gold is a material item and a spiritually significant act believed to usher in prosperity and success for future years. Buying gold during festive occasions like festivals has its roots in the conviction that having some amount of gold brings stability to families, thus ensuring economic security against any forms of uncertainty. Apart from being valuable assets that are handed over from one generation to another as heirlooms showing family lineage and customs, this is passed down to the next heirs as tradition.

Gold jewelry making process and purity are also profoundly esteemed by individuals. Beyond its tangible worth, gold holds symbolic importance, representing purity, fertility, and divine blessings in Hindu mythology. This cultural reverence for gold transcends economic considerations, making it an integral part of Indian identity and tradition.

Historical Importance of Jewellery :

Jewelry has always been an important cultural artifact type that was studied by people across the world. It is a kind of representation of complex and rich traditions connecting various customs with each other. Let’s start with Hinduism. Indeed, in Hinduism, jewelry is a matter for the deepest religious symbolism during the rituals and functions. Such as bridal with heavy jewelry represents good luck in terms of wealth and marriage life, while other customs associated it with divine spirit.

Monks and devotees often use jewelry as an adornment during religious ceremonies and rituals in the context of Buddhism. It’s a representation of how we should let go of material things as well as the importance of finding enlightenment. Buddhist jewelry themes typically incorporate symbols such as lotus flowers, Dharma wheels (one of them), and teachings of Buddha, among others, thus expressing spiritual ideas and values. In Sikhism, jewelry that is worn is regarded as a sign of faith and identity, especially among the Khalsa. The five Ks, which consist of kirpan, kara, kachera, kangha, and kesh, are the most commonly used symbols by Sikhs, and they bear religious connotation. Sikhs use these objects of faith because they remind them of just how much they should value such things as bravery and self-control while remaining focused on the teachings given to us by Guru Nanak. Jewelry is central to traditional dress and practices in India across regions and cultures. Every region has its own unique styles as well as techniques that mirror its cultural heritage, be it the detailed temple jewelry from Southern India, the colorful beaded ornaments from Rajasthan, or the tribal decorations typical of the northeast. Birth ceremonies, marriages, harvest festivals, or religious processions are all never held without jewelry in Indian cultural tapestries.

Focus in on a cultural or religious phenomenon: form example Hindu cultural significance of jewellery at each stage of a woman’s life etc:

As mentioned earlier, jewelry is more than an accessory; it identifies one, is an auspicious symbol, traditions, etc. Each region has its own distinct jewelry style, crafted with intricate designs. From toe rings to tikkas, all have a significance and story to tell. Jewelry is not just an embellishment; it is a manner to showcase one’s roots and social status. It enhances one’s beauty. Let’s discuss how jewelry plays an important role in a female’s life.

At Birth:Life begins with jewelry for girls in India. The bangles given to infant girls are believed to have good luck and protection. Most probably, girls usually receive earrings or necklaces as she progresses through important rites of passage and special events to mark her growth and identify herself with her family.

Teenage: The teenage years are characterized by increased jewelry use, particularly in the rite of passage into adulthood. For example, a teenage girl can wear other jewelry items during her coming-of-age occasion, which is known by various

names in different parts of South India like ‘Ritu Kala Samskara,’ that signals her transition into a woman.

Marriage: Marriage is perhaps the most significant period where jewelry plays a crucial role in storytelling. Mostly brides wear fancy jewelry sets that contain necklaces, earrings, bangles, anklets, nose rings, and headpieces, among many others that they have at their disposal. But not only do they represent beauty and gracefulness but also have other roots in our culture, which affected the spiritual impact they made their wearers. Among these valuables is the mangalsutra, which is believed to be sacred, symbolizing the marital status, hence protection for the husband to ensure they have a happy life together forevermore. A bride often receives family heirlooms, symbolizing continuity and a welcoming gesture.

Motherhood: During pregnancy and after childbirth, women may receive jewelry as a token to celebrate their new phase of life. These tokens refer to the blessings and joy of welcoming a new life.

Festivals and celebrations:The jewelry received by her during these phases in her life is adorned by her during festivals and special occasions. Festivals like Diwali, Karva Chauth, etc. are such occasions where women are adorned with their finest jewelry, symbolizing prosperity, devotion, and joy.

Social and Economic Significance: Apart from personal milestones, jewelry acts as a social and economic item; it is often seen as a woman’s financial safety net and status symbol among people she knows, thus making it an asset during emergencies. Jewelry in India, on the other hand, is much more than an ornament; rather, it signifies an entire plane of cosmic ruler—an autobiography that highlights important occasions in its wearer’s life as well as captures all cultural sensibilities present therein.

Modern adaptation of tradition through Jewellery: the enduring ideas of tradition:

As years go by with new generations taking charge, an economy’s tastes and preferences undergo evolution through the pull of new cultures, rendering some obsolete while others get adopted into them as well as trends. In contemporary India, for example, young people have redefined traditional ways of accessorizing themselves, opting for simpler styles that are consistent with today’s design principles. This change can be seen in how simpler, less heavy jewels are becoming increasingly popular among the young people, even though these used to form part of India’s diverse history but are currently” In contemporary India, for instance, young people are defining their fashion sense by adopting simplistic designs that are compatible with modern art. As years pass by, it's inevitable for markets to experience transformations due to new cultures’ attractions or ongoing trends; the tastes and preferences in any economy must keep evolving over time. This is evident because the youth today have begun doing away with too much accessory wear instead preferring minimalism, which is in line with present beauty standards. This development can be witnessed through light. “Instead of piling on big, heavy necklaces and bracelets all at once, young people are now opting to stack up thin, delicate, lightweight ones or wear one chunky item that is significantly different from the

rest, going against the norm, which was to dress in many heavy ornaments concurrently.”

The idea being that wedding articles are as well becoming modest. Currently, jewelry is made such as to allow pastel-toned gemstones as well as enamel works on them for fashionable marriage styles. Trending for simpler jewels and pale-colored marital affairs from the world over show a shift in societal beliefs and life approaches as a whole.

The youth love flexibility, understatement, and uniqueness in clothes, and they are in search of clothes that are suitable for different functions and have personal design. It is a character of taste and preferences over time; it represents a combination between liability to traditional ideas and innovations whereby ancestral jewelry is adjusted for it to coincide with current fashion demands that secure the very nature of it in an Indian context.

What consumers seek while purchasing a jewellery currently :

The understandings which are herein shared were based on previous research where I went into consumer preferences in the minimalistic jewelry market. In this study, several notable discoveries came up, such as, for instance, customers giving priority to the design and quality of the jewelry pieces they intended to acquire. Superabundantly, celebrities no longer have much say in their choices of the shopping brands and are turning towards more established names or new ones that have very good reviews. By contrast, recommendations from family members and friends carried greater weight than ads.

One noticeable finding was such an environment created by changing requirements of generations, which sharply differed. Younger consumers who are below 20 years started exhibiting strong preference towards artificial jewelry, perhaps due to its cheapness or ease of acquiring it. Conversely, older people included elements such as design, rate within the market, advertisements, and how reputable a brand is when purchasing.

Additionally, occasions considered appropriate for putting on jewelry were exposed by this survey, whose participants spanned across all age groups, ranging from official functions to daily use. Furthermore, many buyers were inclined to touch and feel the products before making a final decision about them, thus suggesting a preference for tangible experiences, particularly among elderly customers.

These insights provide valuable knowledge regarding consumer behavior within the jewelry market, which will help companies come up with strategies that would work for them. Hence, companies can respond better to changes in preferences by knowing them so that they can modify their products as well as meet demands of evolving tastes concerning those whom they seek to attract, hence resulting in higher competition among players in this industry.

Conclusion:

The investigation into consumers’ tastes and preferences towards minimalistic jewelry has brought forth a number of important insights. The product design and quality are the most influential factors for consumers. Celebrities and influencers no longer have an effect on them when it comes to buying jewelry. Instead, they would rather choose well-known brands or emerging ones with positive customer feedback instead of being influenced by famous people. They prefer personal recommendations from their friends and family to online advertisements.

A significant finding is the difference in preferences between younger and older generations. Younger consumers, particularly those under 20, tend to go for imitations instead of real ones. This may be because they lack knowledge, are impulsive, or just want what is more affordable and convenient for them. Conversely, customers aged 20 years and above take into account issues such as advertisement, market rate, design, and reputation of a brand, whereas younger customers consider exclusively the design of the product.

Regarding the occasions for wearing jewelry, most consumers across all age groups indicated that they wear jewelry for formal events and daily use while also preferring to physically handle it before buying it with a bias towards touching and feeling as opposed to relying only on online means. This preference is more pronounced among older generations, who generally resist buying jewelry online; however, resistance is expected to reduce as living standards improve and technology usage becomes commonplace.

These insights highlight a full comprehension of consumer preferences in the jewelry market, suggesting potentials for growth in the internet jewelry industry, even though findings suggest that these cannot be easily generalized over a global population because this study focused on individuals from a specific area located in southern India since various living standards across different cultures necessitate further research to be done at wider perspectives, hence providing accurate results.

Knowing these consumer concerns and preferences requires complex psychological studies involving diverse participants from different regions with varying backgrounds. This approach would enable one to come up with strategies aimed at addressing consumer worries better as well as keeping pace with changing lifestyles or tastes of consumers.

Bibliography:

1. World Gold Council (gold.org) - Provides detailed reports and insights on gold demand and trends, particularly in major markets like India.

2. Gems and Jewellery Export Promotion Council (gjepc.org) - Offers comprehensive data on India's jewellery export statistics and market trends.

3. IBEF (India Brand Equity Foundation) (ibef.org) - Publishes reports on various sectors, including the Indian gems and jewellery market.

4. McKinsey & Company (mckinsey.com) - Often releases detailed industry analyses and future outlooks for global and regional markets, including India.

5. Retail Jeweller India (retailjewellerindia.com) - Provides news, trends, and analysis specifically for the Indian jewellery retail sector.

6. Business Standard (business-standard.com) - Covers financial and market news, including updates and trends in the Indian jewellery industry.

7. Statista (statista.com) - Offers statistical data and reports on various markets, including the Indian jewellery sector.

8. Research and Markets (researchandmarkets.com) - Provides market research reports on the Indian gems and jewellery market.

9. Economic Times - Akshaya Tritya details.