Valentine’s Day 2026: Jewellery Sales Up; Ring, Lab Grown Diamond, Budget Friendly Personalised Gifts in Trend

Valentine's Day, which is celebrated every year on February 14, will be observed tomorrow on Saturday. The occasion has put thoughtful gifting in the spotlight. As a result, jewellery retailers across India are witnessing demand as consumers rush to pick special gifts for their loved ones. The surge is particularly visible among urban and younger buyers who are choosing personalised and wearable fine jewellery.

In an interaction with GoodReturns, Namita Kothari, Founder at Akoirah by Augmont, shared insights into how Valentine's week 2026 has impacted jewellery sales and what trends are shaping this year's demand.

Valentine's Day 2026: How Are Jewellery Sales This Valentine's Week? Is Demand Rising?

The insight suggests that Valentine's week now serves as a significant retail trigger.

"We are seeing a noticeable uplift in store inquiries and online engagement compared to regular weeks, particularly in the 10-12 days leading up to February 14. Unlike traditional festive buying, Valentine's purchases tend to be more personal and emotionally driven. The decision cycle is shorter, but the intent is strong," said Namita Kothari.

She added that footfall typically spikes in the final three to four days before Valentine's Day, reflecting last-minute yet thoughtful gifting behaviour.

Valentine's Day Gift Ideas; What's Trending Gift?

When GoodReturns asked about top-performing categories this season, Kothari pointed to lightweight, personalised jewellery pieces as the clear frontrunners.

"Lightweight personalised necklace, rings, continue to lead demand during Valentine's season. Rings, in particular, carry strong emotional symbolism, while pendants and delicate necklaces are popular for their versatility and everyday wearability. Bracelets - especially tennis-style and minimal designs are also seeing steady traction, as they strike a balance between elegance and gifting accessibility," she shared.

According to her, consumers are increasingly choosing pieces that feel meaningful but can be worn beyond just the occasion.

Jewellery Trends Among Gen Z Customers

Gen Z buyers are playing a crucial role in reshaping Valentine's jewellery trends, she observed. "They prefer jewellery that feels expressive but subtle - open motifs, layered silhouettes and pieces that can be styled daily rather than occasion-specific designs."

"Personalisation is also important to this cohort, whether through symbolic elements or customised details. Importantly, this generation is value-conscious and increasingly aware of sourcing and sustainability, which influences their purchase decisions," Akoirah Founder answered GoodReturns.

Budget-Friendly Fine Jewellery and Lab-Grown Diamonds

Discussing price sensitivity and business expectations, Kothari said accessible fine jewellery categories are seeing strong traction.

"Lightweight necklaces, eternity bands, stud earrings and customised jewellery are emerging as popular budget-friendly gifting options. As Valentine's Day approaches, we anticipate a continued surge in demand, especially in the final week. What is notable this year is the growing acceptance of laboratory-grown diamond jewellery as an accessible gifting category," she observed.

Jewellery Business Outlook and Growing Acceptance of Lab-Grown Diamonds

"Historically, the last three days account for a substantial portion of seasonal sales. However, what is equally notable this year is the growing acceptance of laboratory-grown diamond jewellery as an accessible gifting category. Consumers are increasingly comfortable choosing fine jewellery for occasions beyond traditional milestones," said Namita Kothari.

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