Women in India Buying Their Own Diamonds
January 01, 26
(IDEX Online) - Almost two thirds of women in India now buy diamonds for themselves.
It reflects a decisive move towards jewelry as a form of self-expression rather than a purely traditional asset, according to Toranj Mehta, vice president - marketing at De Beers India.
She said 64 per cent of women in India now buy diamonds for themselves, and over half of all diamond purchases are by the under-40s.
De Beers has responded by moving its messaging away from weddings and engagements and towards what it describes as modern-day rituals and everyday moments.
The shift is especially visible in urban centers, where educated, working women are exercising greater autonomy over discretionary spending and choosing diamonds that match their personal style.