India’s Women Are Redefining the Diamond Buyer

India’s diamond market is undergoing a quiet but powerful transformation, led by women who are no longer waiting for a milestone to justify a purchase. Nearly two-thirds of Indian women now buy diamonds for themselves, signalling a clear departure from jewellery as a purely ceremonial or family-led investment.

According to De Beers India, 64% of women consumers make independent diamond purchases, while more than half of all buyers are under the age of 40. This generational shift highlights a broader change in mindset—diamonds are increasingly viewed as expressions of individuality rather than symbols reserved for weddings and engagements.

“Jewellery today is about self-reward and personal identity,” said Toranj Mehta, Vice President – Marketing at De Beers India. Reflecting this evolution, the brand has consciously moved away from traditional bridal narratives, choosing instead to spotlight everyday moments, modern rituals, and personal achievements.

The trend is most pronounced in urban India, where educated and professionally active women are exercising greater control over discretionary spending. These consumers are selecting diamonds that align with their lifestyle, aesthetics, and values—often prioritising design versatility over conventional symbolism.