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Akshaya Tritiya will be observed on April 30 this year.
Akshaya Tritiya, one of India’s most auspicious festivals, has long been associated with prosperity, new beginnings, and timeless traditions. For generations, buying gold on this day has been considered a sacred way to invite abundance into one’s life. But today’s consumers—especially Gen Z and millennials—are evolving how they celebrate, choosing jewellery that’s not just traditional, but also personal, versatile, and deeply meaningful.
“Akshaya Tritiya is a celebration of prosperity, new beginnings, and the values we hold close, making deep, meaningful time for Indian families,” says Amit Pratihari, Managing Director, De Beers India. “At Forevermark India, we see a growing emotional connection with natural diamond jewellery during this occasion. Formed over billions of years, these rare treasures of the Earth carry a sense of permanence, authenticity, and beauty that transcends generations.”
While gold remains a cherished part of the Akshaya Tritiya tradition, discerning buyers are expanding their horizons. Pratihari notes that many are moving beyond conventional choices, seeking pieces that reflect their individuality and deeper emotional connections. “Natural diamonds and other gemstones are becoming powerful alternatives — vibrant in expression, rich in meaning, and symbolic of modern aspirations,” he adds. “More than adornment, they represent love, legacy, and the desire to celebrate life’s milestones with something truly lasting.”
Indeed, gemstones are finding a new place in festive jewellery boxes. Aditi Daga, co-founder of Angara, highlights this evolution, explaining, “While gold remains a deeply rooted part of the tradition, today’s consumers are blending legacy with lifestyle, choosing pieces that resonate personally and can move seamlessly from rituals to everyday elegance. They want pieces they can live in, celebrate with, and pass down.”
From the calming blue of sapphires to the fiery red of rubies and the lush green of emeralds, gemstones are capturing hearts not merely as accessories, but as storytellers. “Each gemstone tells a story, holds a sentiment, and aligns with the wearer’s individuality,” says Daga.
Angara’s very first Akshaya Tritiya season has already witnessed a surge in interest around coloured gemstones, particularly among Gen Z and millennials—a trend partly influenced by skyrocketing gold prices. “These young buyers are gravitating towards meaningful gemstone jewellery that offers versatility, emotional connection, and lasting value,” she says. “It’s not a question of tradition vs. trend but about how tradition evolves with intention.”
Adding further depth to this evolution is the rise of platinum, especially among younger audiences. “Akshaya Tritiya has long been regarded as an auspicious time for significant purchases, particularly jewellery that symbolises prosperity and enduring value,” says Vaishali Banerjee, Managing Director – India, Platinum Guild International. “We are witnessing a growing shift among younger audiences, who increasingly view precious jewellery as a marker of personal milestones and emotional connections. With its 95% purity, rarity, and intrinsic versatility, platinum offers timeless appeal, making it a fitting choice to commemorate an occasion that represents new beginnings.”
On the design front, heritage continues to meet innovation. Tanishq has launched its Kundan Stories collection this Akshaya Tritiya, offering meticulously handcrafted Glass Kundan jewellery that blends age-old artistry with contemporary design. Incorporating meenakari, takkar work, talaf, and die-stamping, each piece takes over 200 hours of craftsmanship—reflecting the expertise of master artisans and catering to modern Indian women who value both legacy and modern elegance.
Sandeep Kohli, CEO, Indriya Aditya Birla Jewellery says, “We believe Gen Z is increasingly seeking to deepen their connection with Indian culture. Proud of their roots and traditions, they are eager to participate in culturally significant moments like Akshaya Tritiya. While the tradition centres around buying gold, we see Gen Z expressing this sentiment through thoughtfully designed jewellery—pieces that are both beautiful and meaningful, whether crafted in plain gold or adorned with gemstones. That’s why our Akshaya Tritiya collections are curated with this generation in mind, offering designs that blend heritage with contemporary appeal.”
This design revival is echoed by Dishi Somani, founder of Dishi S Designer Jewellery, who notes, “We’re seeing a revolutionary change in jewellery tastes this Akshaya Tritiya, particularly among Gen Z. Think colorful solitaires, tiered gold chains, and simple evil eye designs that blend tradition with self-expression.” She adds that Dishi S has responded with collections that combine classic craftsmanship with modern aesthetics—mirroring a broader trend. “Heritage businesses using digital platforms drove a 30–50% increase in online jewellery sales during Akshaya Tritiya 2024, despite high gold prices,” she shares.
MP Ahammed, Chairman, Malabar Group, notes this youthful shift as well. “Gen Z’s flair for fashion finds a perfect avenue for exploration in jewellery, as they embrace bold, expressive styles and merge timeless elegance with a modern twist. Whether it’s statement chokers or heavy gold necklaces—once reserved for bridal trousseaus—today’s youth pair them effortlessly with intricately crafted earrings and bangles.”
Gold remains beloved, but its form is more playful and experimental. From evergreen chandbalis and jhumkas to sleek diamond studs and lightweight bracelets, Gen Z is curating collections that mirror their individuality and vibe. Ahammed adds that the vibrant charm of coloured gemstones is adding an exciting new dimension to layered looks, perfectly complementing this eclectic spirit.
A New Era of Jewellery Tradition
As Akshaya Tritiya continues to be a day steeped in heritage, it’s also becoming a reflection of how traditions adapt with time. Whether it’s a timeless gold necklace, a fiery ruby ring, a platinum bracelet, or a pair of sleek diamond studs, today’s buyers are making choices that honor the past while embracing the present. In doing so, they are redefining prosperity — not just as material wealth, but as personal meaning, connection, and self-expression.
This Akshaya Tritiya, jewellery isn’t just an investment in value. It’s an investment in stories, in memories, and in identity.
