BlueStone-backed Ethera launched its Mother’s Day campaign and jewellery edit on May 7, 2026, highlighting evolving consumer preferences for everyday lab-grown diamond jewellery through a digital storytelling-led retail initiative.

Jos Alukkas inaugurated a new jewellery showroom in Valliyur, Tamil Nadu, on May 2, 2026, strengthening its retail footprint in South India through a high-footfall, transit-linked location strategy.

Limelight Lab Grown Diamonds launched its first Gorakhpur store in April 2026, expanding Uttar Pradesh presence to seven stores, targeting rising demand for lab grown diamond jewellery in emerging markets.

Jos Alukkas rolls out Akshaya Tritiya offers across India from April 19–20, 2026, featuring booking schemes, discounts on making charges and diamonds, exchange benefits, and cashback to drive festive jewellery demand.

BlueStone-backed Ethera launches Akshaya Tritiya Edit on April 10, 2026, repositioning festive jewellery buying in India towards everyday wearability, amid evolving consumer preferences beyond traditional gold-led purchases.

Vummidi Bangaru Jewellers announced its ‘Auspicious Akshaya Tritiya’ campaign in Chennai from April 11–30, 2026, offering making charge discounts and promotional benefits to drive festive jewellery demand ahead of April 19.

Akoirah rolls out a diamond draw campaign from April 6–19, 2026 across Mumbai, Navi Mumbai and Pune, offering purchase-linked entries and 20% diamond discounts to drive festive footfall and engagement.

Senco Gold & Diamonds introduces a Gudi Padwa jewellery collection in March 2026 across India, featuring traditional Maharashtrian designs and limited-period discounts to drive festive jewellery purchases and retail demand.

Senco Gold & Diamonds launched the ‘Shape of You’ AI application on March 5, 2026, introducing a face-shape based jewellery styling tool across select showrooms and the Senco app ahead of Women’s Day.

Jewellery retail is shifting from event-based transactions to long-term customer relationships. As buying behaviour evolves, repeat customers are emerging as the most reliable drivers of profitability, stability and sustained growth for retailers.

As margin pressure, price volatility and shifting customer behaviour reshape jewellery retail, habitual discounting is eroding authority and long-term value, prompting retailers to rethink pricing discipline and strategy.

iAMORY has launched an Android and iOS app to strengthen its direct-to-consumer jewellery business in India, addressing discovery, trust and pricing transparency as digital channels reshape jewellery retail.

Candere, the lifestyle jewellery brand by Kalyan Jewellers, expanded its Maharashtra retail presence on January 5, 2026, with new stores in Kandivali, Nashik and Kolhapur to strengthen market reach.

As digital platforms reshape how jewellery brands are discovered, retailers and manufacturers face a growing gap between their physical experience and online identity — often shaping customer perception long before the first visit.