For years, jewellery marketing in India was largely cast in a feminine light—sparkle, sentiment and ceremony. That frame is now widening.
Recently, jewellery brands have sharpened their focus on India’s growing men’s jewellery market, signalling a broader shift in how the category is being framed. De Beers Group strengthened its push through associations with Indian cricketers Abhishek Sharma and Suryakumar Yadav. As part of its natural diamonds positioning in India, the company has linked Sharma—known for his aggressive style of play—with qualities such as authenticity and individuality, while Yadav has been presented for his perseverance and journey to excellence, drawing a parallel with the formation of natural diamonds.
The shift is visible across the category. Earlier this year, PNG Jewellers appointed actor Ranbir Kapoor as its new brand ambassador, underscoring the retailer’s effort to expand its national footprint, connect with younger consumers and reinforce its association with heritage, trust and craftsmanship.
It is also visible in the way men are being represented in jewellery campaigns. When Mohanlal appeared for Vinsmera Jewellers, wearing layered gold with effortless authority rather than occasion-bound restraint, it signalled more than a celebrity endorsement. It marked a cultural shift. Here was a leading man embracing adornment not as excess, but as identity.
As the modern Indian man grows more comfortable with self-expression, jewellery brands are finding fresh opportunity in a category once confined to wedding rings, gold chains and religious symbols. Long seen as peripheral, the men’s jewellery market is moving into sharper focus.
The timing is significant. With conversations around individuality and identity gaining ground, adornment is becoming as much about personality as prestige. Brands such as PNG Jewellers, Senco Gold & Diamonds, Kumari Fine Jewellery and Solitario are responding to that evolution. Jewellery is no longer only a token of love or status; it is increasingly a statement of self. The Indian man today is not just buying jewellery for others—he is buying it for himself. From Kartik Aaryan fronting Senco Gold & Diamonds’s Aham collection to Lakshya Lalwani leading Tyaani’s Forces of Tyaani, the narrative is changing from gifting to ownership.
Earlier, communication around men’s jewellery often relied on predictable cues—‘for him’ sections tucked into catalogues or campaigns that simply mirrored women’s designs in darker tones. That language is changing. Today, creative direction increasingly presents men as curators of personal style. Campaigns frame jewellery as an extension of lived identity. Too often, ‘masculine jewellery’ has been reduced to thick chains, heavy metal finishes and aggressive motifs. The brands gaining traction are those that strike a more balanced note—pieces that convey quiet confidence rather than overt bravado.
PNG Jewellers’s Yoddha, for instance, draws on mythology and modernity while remaining wearable and transitional. The design language speaks of power and poise rather than performance. Hemant Chavaan, Head - Marketing, E-commerce, CRM and CSR, PNG Jewellers says, “Earlier, the communication around men’s jewellery often revolved around gifting ‘for him’ pieces that were just extensions of women’s collections. Today, the narrative has changed to ‘For Myself’ and jewellery as a mark of confidence, success and individuality. The ad direction now sees men as style curators, rather than just recipients of gifts. Collaborations with film stars like Swapnil Joshi (PNG Jewellers), athletes such as MS Dhoni (Men of Platinum), and entrepreneurs (Dr Saurabh Gadgil) have helped establish a sense of aspiration and authenticity, positioning jewellery as a personal expression rather than just wearing.”
He further highlights, “A successful men’s collection must merge functionality with flair using wearable pieces that can transition from work to leisure, from everyday use to special occasions, while still exuding personality. When brands engage with male icons who genuinely align with their values, the narrative feels organic. For instance, collaborations with actors or sportsmen known for their distinct sense of style, rather than just popularity, help reinforce trust and relatability.”
Credibility, increasingly, is becoming the new currency. For many first-time male consumers entering the category, authenticity in both design and storytelling matters as much as the product itself. Celebrity associations work only when the alignment feels organic. A personality who genuinely embodies individuality lends aspiration without tipping into glamour for glamour’s sake.
Avanish Agarwal, Managing Partner, Sri Jagdamba Pearls says, “The men’s jewellery segment is no longer a niche; it’s a movement driven by evolving ideas of self-expression. Modern men view jewellery as an extension of personality rather than a gendered accessory. The creative challenge lies in balancing bold design with everyday wearability, creating pieces that feel authentic rather than performative. As the narrative shifts from ‘masculine’ to ‘meaningful’, the future will belong to brands that understand subtlety, designing for confidence, individuality, and cultural relevance rather than convention. At Sri Jagdamba Pearls, we believe in creating designs that reflect this evolution, bridging tradition with modern sensibilities to redefine how men experience jewellery.”
From a marketing standpoint, the shift is equally visible. Jewellery is no longer confined to weddings and festivals. It is entering everyday life, digital storytelling and lifestyle-led communication. Brands are increasingly reaching men through Instagram Reels, milestone-led campaigns and collaborations that place craftsmanship alongside contemporary lifestyle.
Kumari Fine Jewellery sees the moment as a cultural moment rather than a passing trend. The growing appeal of sleek chains, cuffs, symbolic pendants and reinterpretations of traditional charms such as kaala dhaga points to men reclaiming jewellery as a medium of meaning. The aesthetic is restrained but intentional—designed not to stand out loudly, but to stand apart.
Supriya Kataria, Founder, Kumari Fine Jewellery highlights, “Men’s jewellery isn’t a trend. It’s a culture shift, as men are embracing pieces that feel personal and expressive. Modern men are reclaiming and defining their style through powerful statements. We are seeing a major movement with men confidently flaunting sleek chains with pendants, multi-layered neckpieces and cuffs. Furthermore, the rising popularity of kaala dhaga with symbolic and spiritual charms and personalised pendants, solidifies jewellery’s role as a potent form of personal expression and style today. At Kumari, we are designing modern pieces that transcend gender with jewellery that isn’t about masculinity or femininity, but individuality. Minimal, meaningful, and quietly confident, crafted for the man who doesn’t want to stand out loudly, but stand apart intentionally.”
What comes next could define the category’s next decade. As global influences meet homegrown craftsmanship, the men’s segment is moving from niche to norm. Heritage motifs are being reimagined in minimalist forms, everyday luxury is merging with practical design, and storytelling is increasingly linking jewellery with emotion rather than occasion alone.
For Solitario, that evolution feels inevitable. It’s The Gentlemen’s Edit reflects a more refined, versatile and personal approach—jewellery that feels lived-in rather than ornamental.
Taha Shah Badussha, promoter of a jewellery line, Solitario says, “The timing couldn’t be better. Indian men today are far more expressive in how they present themselves—grooming, fashion, and accessories have evolved from indulgence to identity. Jewellery is no longer seen as an occasional statement but as an everyday expression of confidence and taste. For brands like Solitario, this shift feels organic. Men are now seeking premium, well-crafted pieces that complement their llifestyle—from workwear to evening ensembles. The segment is ripe because aspiration has finally met acceptance.”
He further adds, “We’re entering an era where men’s jewellery will become as integral to personal style as watches once were. From understated bands and bracelets to statement rings and layered chains, the category is set for exciting design innovation and wider acceptance. The creative approach has evolved from portraying jewellery as masculine to portraying it as authentic. The new narrative celebrates individuality—minimal, versatile, and refined pieces that men can wear with ease and confidence. With The Gentlemen’s Edit, Solitario focuses on storytelling that reflects personality rather than convention.”
Ultimately, the men’s jewellery movement is not about redefining masculinity. It is about expanding its vocabulary. In a market where confidence is currency and individuality the aspiration, the man wearing jewellery today is not simply accessorising—he is telling his story.
