Sonani Jewels is strengthening its presence in the evolving luxury jewellery market with the launch of its first dedicated Men’s Collection, reflecting the growing demand for jewellery as a form of personal style and self-expression.
According to The State of Fashion 2026 by The Business of Fashion and McKinsey & Company, jewellery is projected to be the fastest-growing fashion category through 2028. The report also highlights rising interest among male consumers, with 35% of men saying they are buying more jewellery for themselves than they did just a few years ago.
Established in 2006, Sonani Jewels is responding to this shift with a contemporary range of lab-grown diamond rings, bracelets, pendants, chains and earrings designed for modern consumers seeking luxury that reflects individuality, sustainability and everyday wearability.
The company believes jewellery is increasingly becoming part of everyday fashion rather than being reserved only for special occasions. The new collection aims to address the limited choices traditionally available for men in the fine jewellery market.
Commenting on the launch, Agastya Sonani, Founder of Sonani Jewels, said luxury has evolved significantly, with more men embracing jewellery as an extension of their personal style. He added that the collection represents the brand’s commitment to creating an inclusive jewellery experience where self-expression takes precedence over traditional gender norms.
The launch also aligns with the growing acceptance of lab-grown diamonds, which industry forecasts suggest could account for nearly half of global diamond jewellery unit sales by 2030. Sonani Jewels sees this as an opportunity to combine craftsmanship, transparency and innovation while catering to changing consumer preferences.
