Raniwala 1881, the Jaipur-based jewellery brand, anticipates steady demand through the festive period, though co-founder Abhiyant Raniwala notes that consumers are exercising patience before making purchases. Fluctuations in the gold market have been identified as a contributing factor.
Raniwala noted that the festival period's collection would extend beyond formal bridal and ceremonial attire. The brand noted its aim to make jewellery accessible to all art lovers, with pieces designed to reflect individual personality, while Raniwala 1881 has traditionally been associated with elaborate bridal collections. Raniwala noted that the brand has expanded its range to include festive, Diwali, and gift-oriented pieces.
The final three months of the year tend to represent the peak period for activity. The festival of Diwali occurs during this period, with the wedding season getting underway in November. Raniwala nonetheless anticipates continued strong demand, noting that festive occasions hold deep cultural importance and that jewellery plays a central role in such traditions.
A change in timing is what he has observed. Historically, purchases were typically made six months to a year ahead of a wedding. Raniwala noted that many buyers are now deferring their decisions, holding off to observe how gold prices develop before committing. Broader international instability, he noted, has been contributing to fluctuations in gold prices and shifts in consumer purchasing behaviour.
Shifting purchasing patterns are being driven in part by the preferences of younger demographics. Younger shoppers increasingly favour pieces they can wear regularly rather than items stored away unused. Buyers favour pieces suited to regular wear and quality construction, placing less emphasis on a large diamond as a status symbol in itself.
Raniwala noted that the brand's collection spans occasion-based purchases — birthdays, anniversaries, graduations and weddings — with designs ranging from understated and adaptable to more elaborate statement pieces.
Raniwala noted that demand for coloured gemstones has grown over the past two years. Coloured gemstones and textured diamond cuts have expanded the range of jewellery options available to buyers. Demand has grown for emeralds, rubies, and other coloured gemstones, with Raniwala noting that each stone carries its own narrative and that buyers from India tend to favour vibrant hues as a way of expressing individual style.
Raniwala noted that jewellery vies for consumer spending alongside mobile devices, real estate, and travel. He maintains that the item retains an enduring spot in everyday wardrobes.
Laboratory-produced diamonds, created through an industrial process rather than extracted from the earth, were also part of his remarks. In his view, lab-grown diamonds are unlikely to displace their natural counterparts, with both varieties capable of coexisting and expanding together.
Whether late-rush purchases translate into robust overall sales figures is expected to become apparent over the coming weeks. Raniwala identified tracking gold prices as the key indicator, given that buyers appear to be aligning their purchasing decisions with fluctuations in those rates.
