Head of creative and retail marketing, Swarovski Gems
She emphasised that mega trends are based on social, economic, and political environment or technical changes and are slow to form. Brands today are shifting focus to target the younger generation who believe in adorning jewellery rather than locking it away. It is imperative to understand the consumer and cater to designs in line with their needs and preferences. Jewellery is viewed as an adornment rather than an investment. Revolutionary charms, eccentric ear wear and contemporary engagement rings are the trends to look out for this year. She rounded off by saying that millennials will be key drivers of India’s growth story.