Stressed Indian millennials buy talismans and charms
Jewelry designer Riddhika Jesrani can’t stop smiling. She is still receiving orders for a collection based on the signs of the zodiac that she launched four years ago.
Featuring brass earrings and necklaces, which can be personalized according to the sun sign, the collection is picked up almost as soon as it is deposited. Currently, around 25% of the jewelry is marked “sold out” on its website.
Also read: Why millennials are looking for answers in the stars
“When you personalize something, people really get drawn to it. It makes them feel more special. And zodiacs are perfect like that, ”she says, adding that the uncertainty of the present day causes people to find solace in products that bring“ good vibes ”.
In a world where astrology has a large following, zodiac signs have long been a source of inspiration for jewelry, with many retailers and brands like Tiffany’s and Tanishq launching a line or two based on it. They come with the promise of providing comfort in the most difficult times. No wonder then, their demand has increased over the past two years.
In 2020, London-based shopping app Lyst reported that searches including “zodiac sign” or “birth sign” had collectively increased 56% year over year.
Mamta Gupta, sales manager for jewelry brand Zariin, sifted through similar data before the brand launched a Zodiac line in November. It included gold chain necklaces with black medallions, bearing symbols of sun signs. Over 9,500 pieces have been sold since launch, making it the brand’s best-selling collection. “Zodiacs in that sense are like wearing a part of your identity. It speaks a bit of who you are, ”Gupta says. “We didn’t even have to spend a lot on marketing. He had his own organic pull.
“It goes beyond the signs of the zodiac,” says Rushika Kothari, co-founder of jewelry brand Talisman. She has found that her clients, aged 25 to 35, also have an affinity for charms, with designs ranging from animals and flowers to chakras, birthstones and the evil eye.
The coins are associated with symbolic power, and can be easily attached to chains or bracelets. Such “symbol bracelets” have contributed to a 15% monthly increase in the brand’s sales volume since January of last year. Interestingly, they are considered the little black dress of contemporary jewelry because of their appeal and versatility. “You can stack as many charms as you want. Mix them up and combine them and make a combination of your choice, ”she says.
Kothari believes that millennials don’t necessarily buy them because of their faith in astrology. They just feel that the coins give off “good energy.” It’s about empowering yourself. When they wear a piece, they want it to give them confidence, ”she says.
Aavriti Jain, founder of jewelry and clothing store Dhora, agrees. Its online sales increased 30-40% during the pandemic, with most customers being millennials and post-millennials. For her part, the 30-year-old wears a ring that belonged to her late grandfather when times are tough. It reminds him of the encouraging things he used to say. She believes her generation buys jewelry not only for their visual appeal, but also for the story they tell and the meaning they create. His designs are inspired by trees, the sun, the moon and “all that is bigger than us and makes us realize that we are insignificant”.