Gen Z, Women's Self-Purchase Drive India's Diamond Market Reshaping

• India's diamond market sees a shift from traditional occasions to personal expression, driven by younger consumers and women's self-purchase.
• 64% of Indian women now buy diamonds for themselves, moving away from gold-led buying and traditional milestones.
• Gen Z accounts for 51% of natural diamond jewellery purchases in 2024, valuing meaning, sustainability, and impact.
• De Beers India is adapting marketing to "modern-day rituals" like independence and friendships, aiming for 15% diamond penetration by 2030.
• Digital disruption and AI threaten to alter the advertising ecosystem, warns Shubhranshu Singh, urging agencies to adapt.

Why It Matters: India's diamond market is evolving with Gen Z and women's self-purchase, pushing De Beers to adapt marketing.