Fine jewellery gets a dressed-down, styled-up makeover, and we are here for it

For years, fine jewellery was reserved for weddings, milestone celebrations, and the occasional family function—always treasured, but rarely worn outside tradition. It came with its velvet box, which mostly remained confined to the locker in your mother’s wardrobe. But Gen Z? They’re not waiting around for “someday” to pull out all stops and look like a million bucks. They’re styling diamonds with denim, stacking enamelled hearts with heirloom rings, and making all things fine a part of their everyday wardrobe. In its own right, it’s a renaissance. 

“Younger consumers aren’t just looking for status anymore; they want jewellery that reflects who they are,” says Shrikesh Choksi, founder of Frostbite Lab. “It’s not just about wearing what your parents did. Jewellery today is a tool for self-expression.” And that sentiment is echoing across the industry. From sculptural hoops and gemstone-studded brooches to grillz laced with meenakari (which are Frostbite’s speciality), fine jewellery is no longer locked away. It’s loud, layered, deeply personal, and, most importantly, it’s lived in.

At Misho, founder and creative director Suhani Parekh has always approached jewellery through the lens of sculpture and architecture. Her foray into fine jewellery was no different. “With fine jewellery, the challenge was to distil that bold, architectural sensibility into something more intimate,” she explains. Her inspiration? The four doors of Jaipur’s City Palace. “Each one represents a different season. Their ornate shapes and colours became the visual language translated into stone settings, engravings, and silhouettes.” Rooted in tradition but unmistakably modern, Misho’s fine jewellery isn’t reserved for special days. “There’s a new freedom in how people are styling jewellery,” Parekh says. “We’ve always believed that jewellery shouldn’t be locked away. I layer our pendants over a white tee, or wear the sapphire-studded brooch on a blazer for work.” 

Across the aisle, Kumari Fine Jewellery is reimagining legacy through a global lens. “While inspired by India’s cultural identity, Kumari doesn’t follow traditional design codes,” says co-founder Yash Kataria. “We design dainty, versatile pieces that are worn, layered, and lived in. Think 14K and 18K gold, natural diamonds, and enamel crafted to transition from day to night.” Every piece in Kumari’s collections carries symbolism: floral studs for resilience, asymmetrical hoops representing freedom. “Gen Z and millennials are buying jewellery that holds the power to tell a story,” he adds. “Self-gifting has become a huge trend. It’s not about waiting for someone else to buy you diamonds, it’s about celebrating your own wins.” Kumari’s contemporary designs and unabashedly fun visual imagery make its pieces stand out.

It’s not all about minimalism. Loud luxury is another gen Z trend on the rise. At AMARIS, the message is clear: go bold, or go home. “They’re obsessed—in the best way possible,” says founder Prerna Rajpal. “Gen Z and millennial shoppers are no longer afraid to take up space. They want their jewellery to speak volumes about who they are, and our pieces give them that voice.” Known for sculptural ear cuffs, oversized cocktail rings, and chandelier earrings, AMARIS blends trend with substance. “I design pieces you’ll actually want to wear with your blazers, denims, or even airport looks,” Rajpal says. “From brunch to boardroom to bar, our pieces move with you.” The brand’s visual identity mirrors that attitude—a notable campaign shot entirely in a pool featured diamond danglers styled with swimwear and wet hair. “That’s the AMARIS energy. It’s about creating jewels that feel as alive and unfiltered as the people who wear them.”

Outhouse Jewellery echoes a similar maximalist sentiment with its collections that lean into a “bridge-to-luxury” ethos. Founders Kaabia and Sasha Grewal see their pieces as emotional heirlooms. “There’s a graceful shift from traditional sets toward statement pieces and layered styling,” they explain. “Our designs empower clients to weave their own stories through versatile adornments.” Crafted in 22K gold plating and featuring semi-precious stones like lapis and malachite, their jewellery is equal parts opulent and imaginative. “True luxury isn’t in opulence alone,” they add. “It’s in design that stirs the senses, that captivates.” With a ‘more is more’ approach and quirky (yet opulent) styles, this is one of our personal favourites.

And if you thought things couldn't get any cooler on the homegrown jewellery front, see what Frostbite, India’s first luxury label focused on grills, is doing. It started with a dream—literally. “I had this weird dream about making Grillz during the pandemic,” founder Shrikesh Choksi recalls. “People laughed it off, but I couldn’t let it go.” Inspired by his years in LA and India’s rich tradition of jewellery craftsmanship, Choksi fused hip-hop energy with heritage techniques. “Our first collection, Motifs of Mumbai, was about memorialising the mundane—pothole covers, railway floors. We used jadau and meenakari in unexpected ways.” What happens when you put meenakari on a grill? It is emotional storytelling through original design. For Frostbite, social media has been instrumental in building that narrative. “Instagram isn’t just a platform, it’s where we build culture,” he says. “Our audience connects with the energy, the instinct, the visuals. It’s more than jewellery; it’s a universe.”

Digital platforms have largely driven the surge in fine jewellery styles that appeal to younger audiences, especially for Gen Z and millennials. “Instagram is everything,” says Rajpal. “It’s our storefront, moodboard, and hotline to our community. They discover a piece in Reels, save it, DM us styling questions, and often buy directly via chat. It’s where brand meets desire in real time.” And that’s the crux of it. For this new generation of buyers, fine jewellery isn’t about resale value or family legacy. It’s about emotion, attitude, and expression. A well-stacked wrist. A brooch worn just because. A custom grill for your grin. In this new era, jewellery is no longer about waiting. It’s about wearing—with pride, purpose, and your whole personality on display. 

Lead Image: Getty Images

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