Shifting Gen-Z behaviour in the jewellery industry: A case study of lab-grown diamond adoption in the Indian market
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Abstract
This research explores the shifting preferences of Generation Z (Gen Z) in India’s jewelry market, focusing on the growing adoption of lab-grown diamonds (LGDs) as an alternative to natural diamonds. This study investigates how Gen Z’s values, sustainability, ethical consumption, digital influence, and price sensitivity are reshaping traditional diamond consumption patterns in a market deeply rooted in cultural and emotional significance. Using a qualitative methodology, semi-structured interviews were conducted with 10 Gen Z and millennial participants to analyze perceptions of LGDs through thematic, sentiment, and content analysis. Key findings reveal that while Gen Z is highly receptive to LGDs due to their environmental benefits (70% lower carbon emissions than mined diamonds), affordability (30-50% cheaper), and ethical transparency, cultural barriers persist. The traditional associations of natural diamonds with weddings, status, and legacy create intergenerational resistance, with older family members often pressuring younger consumers to adhere to conventional choices. Digital platforms, particularly Instagram and YouTube, play a pivotal role in shaping Gen Z’s preferences, with influencers and social media content driving awareness and normalization of LGDs. However, misconceptions about LGDs being "fake" or lacking investment value hinder broader acceptance. This study highlights a generational divide: Gen Z prioritizes sustainability and self-expression, while older cohorts remain tied to notions of rarity and long-term value. The study concludes that LGDs represent a disruptive force in India’s jewelry market, but their full integration depends on overcoming cultural inertia, enhancing education around their scientific equivalence, and developing robust resale markets. Industry stakeholders must leverage digital marketing, influencer partnerships, and policy support (e.g., standardized certifications) to align with Gen Z’s values while addressing traditional consumer concerns.
Keywords: Lab-grown diamonds, Gen-Z, Indian jewellery market, Digital influence
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