The journey of India’s first jewellery influencer: Prernaa Makhariaa
Questions
1.What inspired you to enter the jewellery industry, and what unique perspective do you think you bring as India’s first jewellery influencer?
So, I entered the jewellery industry in 2002 and 2003. Many people still don't know that I started my career with formal education in jewellery designing, graduate diamonds and gemology, pearl grading and accredited jewellery professional and jewellery manufacturing.
So, I did all my formal education in jewellery before and in 2003 I had started designing and manufacturing jewellery under my name itself.
2. As India’s first jewellery influencer, how do you see the role of influencers shaping the jewellery industry today?
The role of an influencer, be it in any genre of work, has become very important now because the world of social media, especially after the pandemic, has grown so much. People are, you know, scrolling on their mobiles throughout the day. Even if they have a few seconds that they have for themselves, the first thing they do is they open their social media.
So, I think the world of social media has become so important now and you want to check what's happening there. As an influencer, people want to watch what I'm posting, the brands that I'm talking about, what kind of jewellery I'm talking about. So, the content in itself also becomes a reference page for people.
Like, you know, they come back and see that, okay, this is the kind of trend that's working, this is the kind of jewellery that's working. So, I think that really has helped people a lot and it also helps in understanding what kind of jewellery trends are working, what kind of designs are working, and who are the brands they can approach if they need to connect with someone, be it in the B2B and B2C space. So, that, I think, really has helped the B2B industry and the end customers.
One of the main important things is a platform like this helps them decide the jewellery they want to buy. So, a lot of times I get queries where people ask, what sort of jewellery should we buy? Can you help us purchase our jewellery? Or can you help us connect to a vendor? So, I think that, as an influencer, this role has become very, very important.
3. How has the perception of jewellery as an investment or fashion accessory evolved with the rise of social media?
With the rise of social media, jewellery has evolved from being a symbol of wealth and tradition to a form of personal expression.
Platforms like Instagram and Pinterest turned jewellery into a storytelling medium where every piece reflects identity, mood, or values.
While it was once seen purely as an investment, today it balances both aesthetic appeal and asset value.
People want pieces that look good and hold value.
Social media also democratized the space giving visibility to homegrown, artisanal brands and making fine jewellery more accessible and relatable.
Influencers and trends now drive how people discover and wear jewellery blending luxury with everyday style.
So overall, jewellery today is not just about status, but self-expression, storytelling, and smart investing.
4. In your experience, what are the key elements of a successful digital jewellery campaign?
A successful digital jewellery campaign is all about storytelling, authenticity, and aesthetics.
Strong visuals that highlight craftsmanship, genuine influencer collaborations, and engaging content across reels and stories are key. Pair that with smart targeting and a consistent brand voice and you have a campaign that truly sparkles online.
5. What role do you see digital storytelling and content creation playing in the future of jewellery marketing?
Digital storytelling is the future of jewellery marketing. It turns pieces into experiences and emotions, not just products. Content creation helps brands connect personally, showcase craftsmanship creatively, and build communities making every jewel part of a larger story, not just a sale.
As an influencer I can add a personal touch to the jewellery and story to the jewellery
6. What unique challenges and opportunities do you encounter when promoting jewellery to both consumers and industry stakeholders?
Promoting jewellery to both consumers and the industry is a balancing act.
For consumers, it’s about emotion, storytelling, and helping them connect with the piece. For the industry, it’s about craftsmanship, credibility, and business value. The challenge is speaking both languages but that’s also the opportunity: to bridge the gap between sparkle and strategy.
The journey of influencing hasn’t been easy especially when I started, as people (including me) did not know about this niche and it was a new journey I was embarking on. There were influencers in different genres like fashion, luxury and travel but as a jewellery influencer in India, it was a new category that I had introduced. Thankfully that gave me the opportunity to become India’s first jewellery influencer.
Over the years people understood the importance of it.
7. How do you predict digital trends will influence jewellery design and marketing in the next 5 years?
Digital trends will shape both how jewellery is designed and how it’s desired.
From AI-driven personalization to virtual try-ons and storytelling-led marketing, technology will make jewellery more interactive, inclusive, and experience-driven blending innovation with emotion.
In my opinion when it comes to jewellery the touch and feel is very important and no matter how digitally we progress jewellery will be always be wanted to be tried on physically.
8. What strategies would you suggest for jewellery brands to adapt to a digitally driven, influencer-led marketplace?
Jewellery brands need to humanize their sparkle.
Collaborate with authentic influencers, tell real stories, and create content that feels personal, not promotional. Stay agile, data-savvy, and consistent that’s how you shine in a digital, influencer-led world.