In a market built on heritage and high-value purchases, Sharma explains why Gen Z is prioritising liquidity over legacy, how creators must balance authenticity with brand partnerships, and why the future of jewellery will be shaped less by materials—and more by trust.
1. You’ve carved a completely new niche as India’s first jewellery expert. How did this journey begin for you, and when did you realise this was your turning point?
My journey into jewellery—as a Celebrity Jewellery Expert—began from absolute zero. I had no background in the industry, not even within my extended family. Prior to this, I had explored two to three business ventures, none of which worked out.
The idea came from my father, who suggested I consider the jewellery space. My initial reaction was hesitation—this is an industry that traditionally demands legacy, capital, and deep-rooted confidence. Coming from a family in the iron and steel business, I had no direct guidance or safety net. It was, in every sense, a leap of faith.
What set the direction for me was strategy. I recognised early that jewellery is a trust-driven category. Instead of starting with selling, I focused on building credibility. I began as a jewellery information platform, which gradually evolved into a celebrity-focused content space—tapping into the natural curiosity around what public figures wear.
My strengths in research and content allowed me to build authority and engagement, even without a team.
The turning point wasn’t a single moment—it was the compounding effect of recognition, audience trust, and consistent engagement. Today, I’ve positioned jewellery as accessible, engaging, and even entertaining—expanding its appeal beyond traditional audiences.
2. With AI-generated designs on the rise, what is the one thing human jewellery designers still do better than machines?
AI can generate designs, but it cannot create emotional resonance.
Jewellery, at its core, is not just a product—it is an expression of culture, memory, and personal identity. While AI is a powerful tool for ideation and efficiency, it lacks intuition.
Human designers bring context. They understand how a piece will feel when worn, how it evolves over time, and the emotion it carries for the wearer. Machines can replicate patterns; they cannot replicate meaning.
AI will continue to augment design processes, but the essence of jewellery will remain inherently human.
3. Today’s audiences demand authenticity. How do you balance honest reviews with brand collaborations in an increasingly scrutinised creator economy?
Authenticity today is not optional—it’s expected.
At the same time, it’s important to acknowledge the role of creators within the broader marketing ecosystem. Brands collaborate with creators to communicate value, and like any form of marketing, this often involves presenting a product in its best light.
The responsibility lies in maintaining integrity without disrupting the ecosystem. As creators, we must draw a clear line—we cannot endorse something misleading, but we also cannot operate in a way that undermines the collaborative model.
The balance is not about choosing between honesty and partnerships—it’s about being fair, transparent, and conscious of the influence we hold.
4. Eco-conscious jewellery is gaining momentum in 2025. What will define sustainability in the Indian jewellery market going forward?
Sustainability in jewellery is often oversimplified.
For instance, lab-grown diamonds are widely positioned as a sustainable alternative, yet their production is energy-intensive. While they may address certain ethical concerns, both natural and lab-grown diamonds carry environmental trade-offs.
The future of sustainability will not be defined by a single material—it will be defined by transparency.
Today’s consumers, particularly Gen Z, are shifting their mindset. They are moving away from high-value jewellery that feels like a liability, and towards pieces that are versatile, expressive, and financially practical.
Sustainability, therefore, will evolve as a combination of responsible sourcing, mindful production, and value-driven design—where consumers feel both confident and unconstrained in their choices.
5. Gen Z is redefining consumption patterns. Which jewellery trend from 2025 will endure—and which will fade?
Gen Z is fundamentally reshaping how jewellery is perceived and purchased.
Unlike previous generations, they are not inherently inclined to invest heavily in diamonds—unless they come from legacy-driven backgrounds where jewellery is tied to inheritance. For most, the primary investment remains an engagement ring, occasionally complemented by a minimal natural-diamond piece.
Beyond that, there is a clear preference for lab-grown diamonds, driven by a desire to prioritise liquidity and life experiences over long-term asset accumulation.
At the same time, ultra-high-net-worth families continue to invest in couture jewellery and natural diamonds, reinforcing their position as heritage assets.
The trend that will endure is minimal, everyday luxury—particularly in the lab-grown segment. What will fade is aspirational overconsumption: oversized, ornate pieces that don’t align with the wearer’s lifestyle or sense of identity.
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