Underrated Jewellery Brands in India: Discovering Hidden Gems in the Demi-Fine Space
by Raj Gupta on Nov 07, 2025
In a country where jewellery often conjures images of heavy gold sets, temple motifs and tradition, there’s a quieter revolution going on. Young women and men are looking beyond the usual big-name houses and exploring lesser-known brands that offer demi-fine jewellery, anti-tarnish jewellery, and wearable luxury every single day.
If you’re hunting for the best demi-fine jewellery in India—and want something fresh, stylish, durable, and affordable—then this blog will take you through a curated list of underrated brands, why they matter, and how they fit into your style and values.
What Counts as “Underrated” in the Jewellery Market?
“Underrated” doesn’t mean unknown. It means: brands doing great work, offering excellent value, but not yet dominating headlines or storefronts. These brands may have smaller scale, but big heart and thoughtful design.
In the context of jewellery:
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They focus on modern wearability instead of only occasion pieces.
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They use quality materials and offer anti-tarnish finishes, bridging the gap between fast fashion and expensive fine jewellery.
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They often speak directly to millennials, Gen Z or everyday wearers rather than just bridal buyers.
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They may have lesser marketing budgets but strong product integrity and happy customer bases.
When you buy from these brands, you’re not just picking jewellery—you’re choosing design-led, thoughtful pieces that reflect your lifestyle.
