Demi-fine jewellery sits at the intersection of fine craftsmanship and affordability, catering to a consumer base that values high-quality materials without exorbitant price tags. The rise of this segment can be attributed to several factors -- growing focus on sustainability, a shift towards versatile designs, and a desire for jewellery that complements daily wear, as well as special occasions.

As Sreesha Shetty, Shop Lune, Mumbai and Goa, explains, "Demi-fine jewellery sits beautifully between both worlds, offering quality craftsmanship without the exorbitant cost. Our brand is more premium-leaning, and we now also offer 18ct solid gold jewellery. This allows individuals to enjoy luxurious designs that can be worn daily, striking a perfect balance between durability and style."

The appeal of demi-fine jewellery lies in its inclusivity. Shveta Uppal of Timeless Jewels by Shveta, Mumbai, elaborates on its universal accessibility. "The motivation to specialize in demi-fine jewellery came from a desire to offer accessible luxury to a wider audience. Unlike traditional fine jewellery, which can be very expensive, demi-fine jewellery combines high-quality materials and craftsmanship with more affordable pricing. This allows people to invest in beautiful, long-lasting pieces without the hefty price tag."

Globally, the demi-fine market is estimated to grow significantly, driven by increasing consumer demand for affordable luxury. According to data of Research and Markets, a global market research platform, the global jewellery market is expected to reach $500 billion by 2030, with categories like demi-fine contributing to this growth.

Craftsmanship Meets Innovation

The success of demi-fine jewellery hinges on the quality of materials, and the innovation behind its creation. Unlike traditional fine jewellery, which often relies on precious metals and high-value gemstones, demi-fine jewellery incorporates a mix of materials and advanced techniques to achieve durability and affordability.

Talking about the materials used by Shop Lune, Shetty says, "We primarily use sterling silver, gold vermeil, and recycled brass. These materials lend a luxurious feel, while being more budget-friendly. Techniques such as hand-finishing, and the use of ethically sourced pearls and stones, enhance the uniqueness and quality of each piece, ensuring they not only look great, but also tell a story. We also offer jewellery in three tones — gold, silver, and gunmetal."

For Uppal, the emphasis is on durability and hypoallergenic qualities. "We use 18ct PVD-plated medical-grade stainless steel, a strong, corrosion-resistant material known for its exceptional durability. The PVD (Physical Vapour Deposition) plating process involves vaporising gold, and bonding it to the metal, creating a thick, long-lasting layer that resists scratches and maintains its vibrant colour over time. This ensures our jewellery has the appearance of solid gold without the high price tag,” she says.

The use of innovative techniques such as 3D printing and laser cutting is also redefining how demi-fine pieces are created. Gauri Tandon, Isharya, Mumbai, highlights the role of natural stones and modern methods, saying, “We use a mix of stones such as amazonite, lapis lazuli, pink quartz, moonstone, jade, and labradorite. These natural stones add a vibrant colour and texture, and a sense of uniqueness to each piece. Combined with techniques such as hand-cut mirror work and 3D printing, they allow us to create designs that are bold, yet lightweight and easy to wear."

The Power of Personalization

In an age where individuality is celebrated, personalization has become a driving force in the jewellery industry. Deloitte’s Global Powers of Luxury Goods report highlights that 57% of millennials and Gen Z prioritize personalized experiences when shopping for luxury goods. Demi-fine jewellery brands are capitalizing on this trend by offering customization options that cater to unique tastes.

Shetty notes how consumer engagement plays a critical role in shaping design decisions and brand relevance, "Staying attuned to consumer preferences involves actively engaging with our community through social media, customer feedback, and industry research. We observe emerging trends, and incorporate them into our designs, while also prioritizing timelessness, ensuring our collections resonate match current trends, and also have a lasting appeal."

Uppal adds that platforms such as Instagram provide direct insights into customer preferences.
"We are always listening to our customers, and paying attention to what is happening in the jewellery world. By staying active on platforms such as Instagram, and engaging with our customers, we can see exactly what they love, and what is catching their eye. We also look at bigger trends — like the shift towards sustainability, and more personal, meaningful jewellery pieces — and make sure we are designing pieces that feel relevant and special. Basically, we are always adapting to what our customers want, so we can offer designs that feel fresh, modern, and are in line with their values,” she says.

Overcoming Market Challenges

Despite its growing appeal, demi-fine jewellery faces challenges, such as the need to educate consumers about what sets it apart from fine and fashion jewellery. The blurred lines between these categories often make it difficult for brands to communicate their unique value proposition.

Says Shetty, "One major challenge has been differentiating demi-fine jewellery from both fine and fashion categories. To address this, we focus on clear brand messaging that highlights the quality, design, and value of our pieces. All our pieces require care and maintenance. As we work closely with artisans in India, we also offer re-plating services, something I have not seen global brands offer."

At Isharya, the strategy revolves around showcasing versatility. "The biggest challenge is explaining what demi-fine is — it is not quite fine jewellery, but it is not fast fashion either," says Tandon. "We tackle that by showing, not just telling. Our campaigns focus on how versatile and fun our jewellery is. We encourage women to experiment — because wearing jewellery should feel like a treat, not a task,” she adds.

Sustainable Future

Sustainability has become a cornerstone of the demi-fine jewellery movement. With consumers increasingly aware of the environmental impact of their purchases, brands are adopting practices that prioritize ethical sourcing and sustainable materials.

Shetty sees sustainability as integral to the future of the category. "I envision the future of demi-fine jewellery becoming increasingly prominent, as consumers seek quality, originality, and affordability. Designs will likely be more personalized, emphasizing sustainability and ethical sourcing,” she adds.

Uppal echoes this sentiment, underlining the importance of customization. "We foresee a greater focus on personalization and customization, with more consumers wanting to express their individual style through unique designs. Additionally, sustainability will continue to be a driving force, with more brands opting for ethically sourced materials and transparent supply chains,” she adds.

Demi-fine jewellery has carved out its place in the global market by redefining the relationship between luxury and accessibility. With its focus on quality, affordability, and sustainability, it aligns perfectly with the values of the modern consumer.

  Written by Aviva Dharmaraj