Indian Jewellers Expand into Western Markets, Blending Tradition with Modernity
- Bishat Pankaj
- Feb 5
- 2 min read
Pankaj Singh Bisht, Jadetimes Staff
Pankaj is a Jadetimes news reporter covering culture News
Indian jewellers are making significant strides into Western markets, driven by a combination of a substantial diaspora and growing global appreciation for Indian culture. This expansion has been marked by flagship stores, strategic collaborations, and the marrying of traditional craftsmanship with contemporary aesthetics.
Pioneering Entrants into Western Markets
Indian jewellery brands have been aggressively expanding their markets in the United States. Even well-known Tata Group company Tanishq has opened a number of outlets across the US, from New Jersey to Texas. Similarly, Malabar Gold & Diamonds recently entered the US market with an outlet in Chicago. The company has also established its presence further into Europe with a store in London.
Designers Where Tradition Meets Modernity
Designers like Sabyasachi Mukherjee have successfully established their brands in Western fashion capitals. Celebrating his 25-year career, Mukherjee hosted a grand show in Mumbai, transforming the venue into Old Kolkata, attended by industry leaders and celebrities. His debut collection 'Kashgaar Bazaar' integrated Western silhouettes with Indian craftsmanship, establishing his unique approach. Mukherjee's journey includes notable milestones such as collaborations with Christian Louboutin, H&M, and Estée Lauder, and the opening of flagship stores, including his first in New York in 2022.
Cultural Catalysts Enhancing Appeal
Bollywood and Indian cultural events have further made it popular globally. Celebrities wearing Indian jewellery at international events have amplified its allure. For example, Rihanna sporting thumb-sized emeralds courtesy of Manish Malhotra Jewellery and Meryl Streep wearing earrings from designer Hanut at Cannes have brought Indian designs on the global platform.
Challenges and Strategic Adaptations
Despite the upward trend, Indian jewellers are vulnerable to economic instability and geopolitical turmoil. Luxury and premium brands are betting on this rapidly growing market and big-ticket purchases by the rich Indian diaspora. Tanishq has opened multiple stores in the U.S., including locations in Houston, Frisco, New Jersey, and Chicago, to capitalize on this demand.
Future Prospects
This continued expansion of Indian jewellers into Western markets heralds a promising future. The brands that adopt traditional craftsmanship while adapting to the tastes of today will enhance their global footprint even further. With cultural appreciation growing and the diaspora growing in size, Indian jewellery will increasingly appeal to an even broader audience.
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