【Hyderabad, I】Blending Heritage with Modern Elegance: How Sri Jagdamba Pearls Is Redefining Jewellery for Today’s Consumer

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Editor’s Note

This article highlights a significant shift in consumer preferences within the jewellery sector, moving from traditional heavy pieces to modern, lightweight designs. It also touches on how established brands are adapting their legacy craftsmanship to meet contemporary demands.

Blending Heritage with Modern Elegance: How Sri Jagdamba Pearls Is Redefining Jewellery for Today’s Consumer
How have consumer preferences shifted over the years?
“With a legacy dating back to 1924, we have seen a clear shift from heavy traditional jewellery to lightweight, contemporary designs. We’ve responded by blending classic craftsmanship with modern aesthetics.”

Avanish Agarwal, Managing Partner of Sri Jagdamba Pearls, notes that the brand’s omnichannel presence allows it to serve customers across India and overseas. The brand is also actively engaging Millennials and Gen Z through trend-led designs, including modern clasps and male-centric pearl jewellery.

What jewellery trends are most visible today?
“The market is moving toward wearable luxury, sustainability, and versatile designs. Younger consumers prefer functional, everyday jewellery instead of locker-bound pieces.”

He highlights growing demand for baroque pearls with organic shapes, and notes that workwear jewellery crafted with South Sea pearls is becoming popular among younger buyers.

What is driving demand for lightweight jewellery?
“The sharp rise in gold prices is a key factor. Heavy jewellery is becoming less accessible, while lightweight pieces allow customers to invest in gold in smaller quantities.”

He explains that demand for 14K jewellery over 18K or 22K has risen as it costs 20–30% less. Lightweight jewellery sales have grown by 30% in three years, and nearly 70% of shoppers now prioritise comfort over bulky designs. This reflects a shift from locker jewellery to wearable fashion.

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What questions do customers ask before buying pearls today?
“Customers are more informed and ask about authenticity, sourcing, exchange policies, and guarantees. They want to know whether pearls are real, cultured, or imitation.”

He mentions that Sri Jagdamba Pearls was the first in India to introduce a Pearl Exchange Programme with added value on old jewellery purchased from them, allowing customers to upgrade their pieces.

How has social media influenced jewellery buying?
“Social media now plays a major role in discovery and decision-making. Post-2025, buying is driven by social commerce, influencer storytelling, and visual content rather than only store visits.”

He adds that user-generated content builds trust, as customers actively share their jewellery experiences online.

What is the key USP of Sri Jagdamba Pearls today?
“Our strongest USP is our century-old heritage of trust combined with certified, ethically sourced pearls and expert craftsmanship.”

He explains that the brand modernises this legacy through contemporary collections like Ira and Ella 925 Sterling Silver, value-added services such as lifetime exchange programmes, bespoke options, and sustainable lab-grown diamond offerings under Aurah.

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How has the brand maintained trust across generations?
“We combine our century-old legacy with a customer-centric approach. We have expanded omnichannel operations beyond Hyderabad, maintained transparency in grading and pricing, and offered free customisation.”

He states that the brand has served over five lakh unique customers across India and overseas. In 2025, they launched India’s first Pearl Exchange Programme and introduced the Aurah lab-grown diamond collection to meet evolving preferences.

How can buyers ensure they are purchasing authentic pearls?
“Consumers should prioritise transparency and trusted brands. Quick checks like the drill-hole test, rubbing test, or tooth test can help, but certification is most important.”

He notes that customers today also look for recognised pearl varieties such as Akoya, Freshwater, Tahitian, and South Sea pearls.

How are buyers choosing between bridal and minimal jewellery today?
“Buyers are blending tradition with modern minimalism. Heavy gold and Polki remain popular for ceremonies, but pearls, diamond chokers, and modular designs are preferred for receptions and post-wedding wear.”

He adds that pearls offer a quiet luxury aesthetic with comfort and reusability. The brand also offers customised jewellery based on personal concepts, making each piece unique.

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⏰ Published on: February 20, 2026