Ahead of the wedding season, demand for jewellery category on Myntra grows multifold, with more than 50% coming from emerging Tier 2–3 markets

Bengaluru, 07th November, 2025: Myntra, one of India’s leading fashion, beauty, and lifestyle destinations, announced a sharp rise in jewellery demand this festive season, with the category witnessing 80% year-on-year growth during the recently concluded Big Fashion Festival. The momentum is expected to continue through the upcoming wedding season, as customers increasingly turn to jewellery to complete their festive and bridal looks.

More than 50% of the category’s demand now comes from Tier 2 and Tier 3 cities, including Guwahati, Dehradun, Bhubaneswar, and Jammu, marking strong growth from non-metro regions. The surge is being fuelled by Myntra’s wide selection, festive promotions, and growing consumer trust in purchasing high-value jewellery online.

Myntra’s jewellery portfolio now offers over 7.3 lakh styles from 2,100+ brands, covering every price segment from affordable imitation jewellery to silver, demi-fine, and fine jewellery in real gold and diamonds. The platform has also introduced lab-grown diamond jewellery, catering to consumers seeking sustainable, modern, and premium designs.

High-value jewellery sales have been led by trusted brands such as Tyaani by Karan Johar and Candere by Kalyan Jewellers, while Mia by Tanishq, Swarovski, Polki Stories by Raniwala, Joyalukkas, Palmonas, Clara, GIVA, Rubans, VOYLLA, Kushal’s Fashion Jewellery, and Zaveri Pearls continue to attract strong demand.

Customer preferences are being driven by products like earrings, jewellery sets, bracelets, anklets, mangalsutras, and silver pendants. Brands with bridal collections such as Rubans and Zaveri Pearls have seen over 120% YoY growth, while silver and demi-fine brands like GIVA and Palmonas have grown 90% YoY. Alongside traditional and bridal wear, there is a noticeable increase in everyday fashion jewellery and gifting-oriented products, including silver coins, pendants, pooja thalis, and idols.

Commenting on the growth, Neha Wali, VP Category Management, Myntra, said:

“Jewellery is rapidly emerging as one of Myntra’s high-traction categories. We’re seeing a shift where customers are not only buying for occasions but also choosing silver, demi-fine, and fine jewellery for daily wear and meaningful gifting. With over half of our growth coming from non-metros, Myntra is bridging access to popular brands across India. Coupled with our hyper-speed delivery service, M-Now, we expect this category to sustain strong growth in the quarters ahead.”

Through M-Now, Myntra’s express delivery service available across Mumbai, Delhi, Bengaluru, Hyderabad, Kolkata, and Pune, customers can receive select jewellery styles in as little as 30 minutes. Currently offering over 400 styles, M-Now will expand further to meet growing last-minute shopping needs.

With rising demand from both everyday shoppers and festive buyers, Myntra’s jewellery segment is poised for continued exponential growth, reinforcing its position as one of the platform’s most promising and fast-evolving categories.