The love affair of Indians with jewellery is age-old, with practically every woman adorning herself with some or the other kind of jewellery. In fact, jewellery is no longer just about women – it has become a gender-fluid phenomenon, with men proudly flaunting their stylish baubles with ease and confidence. 

And just because a large chunk of Indians lives abroad, it does not mean it no longer loves its jewellery. NRIs are as particular about their jewellery, as are their resident Indian counterparts. If anything, they are even more eager to buy the latest designs from their home country, given their desire to remain culturally connected with India

Why pret jewellery is becoming popular with NRIs

Of late, a new trend has emerged, with NRIs increasingly opting for pret jewellery over traditional gold and diamond pieces. The shift has been driven by several factors, notably convenience, affordability, an array of designs to choose from, and so forth.

Says Ratnesh Tambi, Tambi Jewels, Jaipur, “There are several factors that are driving the growing interest of NRIs in pret jewellery over traditional fine jewellery. It has a lot to do with modern lifestyles. NRIs often lead fast-paced lives, prioritizing versatility in their jewellery – they want their jewellery to be suitable for both casual and formal occasions. Pret jewellery fits this need better than traditional fine jewellery.

“Besides, globally, there is a shift towards minimalistic and contemporary designs, which resonate more with NRIs than heavy, traditional jewellery. Pret jewellery often blends traditional elements with modern aesthetics, appealing to NRIs who want to stay connected to their roots, while embracing global trends.”

Pret jewellery often features contemporary and fashionable designs that cater to a younger, style-conscious demographic. It appeals greatly to NRIs, who want to stay updated with global fashion trends, while maintaining an Indian aesthetic.

“Unlike all of us living in India, NRIs do not have too many occasions to wear the typical Indian jewellery,” says Yash Agarwal, Birdhichand Ghanshyamdas Jewellers, Jaipur, adding, “They look for pieces that are versatile, and that can be transformed as per occasion and event. The ease of wearability of the jewellery is the driving force for NRIs. They are style-conscious, and seek trendy designs. At the same time, they want to be in touch with their Indian roots. Pret jewellery from India fits their requirement perfectly. Additionally, Indian film stars and celebrities are often seen wearing pret jewellery, and NRIs take their cue from them.

“Pret jewellery offers more modern and contemporary designs that cater to a global audience across the Indian diaspora. It is dainty, and has a signature style of the brand. NRIs typically go for statement designs featuring traditional motifs with a modern version, a blend of pearls and varied stones, emeralds, rubies, sapphires set mostly in white gold, or rose gold with diamonds.”

The advantage of versatility

Another advantage that pret jewellery offers to NRIs is that it can be paired with both traditional Indian outfits and Western attire, making it a versatile choice for NRIs living in multicultural environments. Explains Priyanka Chopra, of Chopra Sons Jewellers, who is based out of Dubai, New York and Ludhiana, “NRIs live in a different environment. Heavy, traditional jewellery does not suit their lifestyle. They want to wear jewellery on an everyday basis, as well as for Indian gatherings and occasions. In this milieu, the kind of jewellery that suits them best is pret jewellery, which can go with Indian outfits, as well as their Western work clothes.

“So, they want something minimalistic, classic, and chic. They mostly go for small hoops, rings, and stackable jewellery. In fact, stacking is the key game for them for everyday wear. Lightweight, dainty jewellery is far more suitable for them, compared to traditional pieces.”

Pret jewellery being more versatile and practical, NRIs find it easy to incorporate it into their daily wear, compared to traditional fine jewellery. “Pret jewellery collections often reflect current fashion trends, offering styles that are more in tune with contemporary tastes. NRIs, especially younger generations, are attracted to the innovation and contemporary designs,” says Krishna Goyal, Gem and Jewellery Export Promotion Council (GJEPC). 

Goyal adds that the designs that blend Western and Indian styles are the most popular with NRIs. “Earrings or necklaces that mix traditional motifs like paisleys, the lotus flower, or elephants, with contemporary design elements are popular. This fusion allows NRIs to stay rooted in their cultural heritage, while adapting to global trends. Minimalist and elegant designs are often preferred, as they are subtle, but meaningful. These pieces can easily be worn to work, on weekends, or during casual outings, making them very versatile. 

“Customized name necklaces, zodiac jewellery, and pieces that represent their home city are also very popular. This personal touch adds an emotional element to the jewellery, which is significant for the diaspora looking to stay connected to its roots,” he says.

Affordability, a crucial factor?

Another point in favour of pret jewellery is that it is more affordable than fine jewellery made with gold, diamonds, or other precious materials. This makes it accessible for everyday wear, as well as special occasions.

Says Tambi, “Pret jewellery provides stylish designs at a fraction of the cost of traditional fine jewellery, appealing to budget-conscious NRIs. Besides, pret pieces are generally easier to care for, compared to fine jewellery, which requires special attention.”

For NRIs, who tend to travel between countries, frequently, traditional gold and diamond jewellery presents security concerns as well. Pret jewellery is a safe alternative, and it does not break the bank either. Explains Goyal, “Affordability and convenience are significant factors in the decision to opt for pret jewellery. The affordability allows NRIs to own more pieces, experiment with different styles, and wear jewellery more regularly.” 

However, affordability is not a major factor for all NRIs. “When we talk about pret jewellery, we are not talking about costume jewellery,” says Agarwal. “Here, we are taking about lighter stuff, and not the typical bridal jewellery. Pret does not necessarily mean economical jewellery. An intricate, single string of diamonds and emeralds can be as valuable as a heavy bridal set. 

“Pret jewellery, given its ease of use, the vast array of designs it offers, and its style quotient, comes in more handy for NRIs, and, therefore, fits better with their lifestyle. These pieces are versatile, and can be dressed up and down, as per the occasion, thus allowing NRIs to embrace their Indian roots, without compromising on their modern style and convenience.”

Overall, the demand for pret jewellery is expected to grow as NRIs continue to embrace contemporary affordability and stylish options. With evolving designs, better craftsmanship, and easy accessibility, pret jewellery is set to become the go-to choice for fashion-conscious NRIs looking for trendy pieces with an Indian touch.