New Delhi, Aug. 1 -- In India's jewellery market, valued at roughly $90 billion in 2024 and projected to reach $150 billion by 2033, traditional priorities such as weddings, status, and investment still dominate.

Source (https://www.imarcgroup.com/india-jewellery-market)

But there's a noticeable shift in consumer behaviour: a growing number of women are choosing design-led, expression-oriented jewellery, a trend driven by rising incomes, urban sensibilities and digital exposure.

Launched over a decade ago but expanding cautiously, Zoya is not chasing mass scale. Instead, it's building a brand for women who see jewellery as a form of inner expression more personal than performative.

"We always knew there was a white space,"...