Divas Mantra survey sees 64% women choose silver jewellery over gold for weddings

By

Isabelle Crossley

Published
Jan 13, 2022

Jewellery brand Divas Mantra’s new survey found that 64% of Indian women would choose silver jewellery over gold for weddings, as younger customers especially embrace the precious metal. 

The brand recently carried a survey of over 5,000 respondents titled ‘Silver is the New Gold’ with the aim of understanding the evolving preferences of Indian consumers in various locations and age brackets, it announced in a press release on Wednesday. Divas Mantra’s survey found that silver jewellery is not just increasing in popularity as an option for wearing on special occasions, it is also increasing in popularity as a means on investment.  
 
“We started Divas Mantra with an aim to make extravagant and trending jewellery designs affordable and available for everyone to wear,” said Divas Mantra’s COO and co-founder Harini Prabakar in a press release. “With so many evolving designs and surging gold prices, it was often difficult for younger generations to buy popular jewellery pieces. Through silver as a choice of metal for our line, we have been able to achieve elaborate designs and craftsmanship that was only seen in gold jewellery so far. The intention behind the ‘Silver is the New Gold’ survey was to understand the shift of consumerism towards silver jewellery from gold.”

Divas Mantra was inspired to conduct the survey after witnessing a significant rise in proportional silver jewellery sales in the past couple of years, especially with younger customers, according to Prabakar. For investment purposes, the most popular option is gold plated silver jewellery, according to the survey. Of the respondents, 73% currently invest in some form of a precious metal jewellery, as compared to coins or artefacts.
 
Reasons cited for why over half of surveyed women preferred silver jewellery to wear to large functions were design, variety, and affordability. Cities where demand for silver jewellery was highest included Kolkata (83%), Chennai (79%), and Hyderabad (78%), according to the survey. 
 
The survey’s respondents came from cities including including Chennai, Bengaluru, Hyderabad, Kolkata, Mumbai, and New Delhi, according to the brand. While 49% of respondents constituted millennials, 40% were Gen-Z and 52% were working professionals.