Pandemic has not taken   the shine away. The first half of year was quite difficult for luxury segment because of lockdown. Diamond had regained  its market in third and fourth quarter of year which is supported by weddings  and festival .

Forevermark   ,which is a key marketer in India stated that consumers are picking up well . Consumer demand tend to return in 2021-2022  because weddings are postponed not cancelled . In india by 70 to 80 % revival of demand  might be  seen in Oct-Nov.  Top most cities like  Mumbai,Banglore & Delhi came back strongly with demand of 30 to 50 % . Online consumptions  seems like, people have embraced the new normal of present  time.   

The forecast of pandemic was already declared  , which affected potential  consumer. Lockdown didnt take away the desire of possesssing diamond among people. They are still important gem to  cherish the relation .  They   are seen as significant   gift for showing  intimacy & connectedness for both men & women.

Culturally we have strong sense of heritage which make our aptitude regarding our jewellery  choice . Indian consumer  look for sustainable fashion & product. Well now luxury brands are connecting with audience emotion need in this pandemic.