Temple gold, pearls & payals: Telugu men rewrite the rules of ornamentation

From #Virosh wedding chatter crediting Vijay Deverakonda with having “shifted the groomswear conversation” to brothers Allu Arjun and Allu Sirish flaunting distinct personal styles at the latter’s wedding celebrations, Telugu men have been steadily rewriting the rules of wedding dressing this year. Long associated with a relatively low bar for men’s occasionwear, the conversation is now witnessing a visible shift — one marked by temple jewellery, layered pearls, brooches, kadas, and heirloom-inspired gold pieces. As ornamentation returns to the centre of men’s wedding fashion, Hyderabad Times explores whether this growing embrace of jewellery signals a larger reawakening in how Telugu men approach style, tradition, and self-expression.

‘Jewellery has always been part of male identity in India’

For stylist Preetam Jukalker, the growing acceptance of statement jewellery is less about reinvention and more about reclaiming tradition. “Earcuffs and statement jewellery have historically been worn by men across Telangana, Rajasthan, Karnataka, and Maharashtra. If you look at figures like Shivaji, jewellery was always part of their identity,” he says. He believes celebrity styling has played a major role in normalising the look. “I loved how Vijay carried his wedding jewellery. It had a very divine, almost Ram-like presence. He was among the first male celebrities in the Telugu space to confidently embrace elaborate gold jewellery, and that gave people confidence to experiment more,” he says.

‘Men are no longer content being the supporting act’

Stylist Shravya Varma sees the rise of men’s jewellery as part of a wider shift towards more intentional dressing. “Men today are far more comfortable expressing their identity through fashion. Weddings, especially, have become deeply personal and visual experiences. Men are no longer content being the ‘supporting act’ — they want to show up with intention,” she says. According to her, jewellery is increasingly becoming a way to blend heritage with individuality. “It’s about editing, not erasing. I like to anchor the look in something traditional, maybe a classic motif or an heirloom piece, and then refine the rest. Cleaner lines, controlled layering, and thoughtful proportions make it feel current without losing its cultural weight,” she explains.

Rooted in tradition, designed for today

Designers say today’s demand lies in balancing craftsmanship with wearability. “Telugu jewellery has a lot of depth, history, and symbolism, and I think it’s important to honour that first,” says jewellery designer Sheetal Zaveri. “Our approach is to retain the essence of traditional designs while making them lighter, more wearable, and relevant for today.” She points out that antique gold, matte finishes, and motifs such as Nandi, birds, and geometric patterns are increasingly resonating with younger clients. “Handcrafted textures and artisanal detailing are also gaining attention because they add subtle character to a look,” she says.

By the numbers

• 25–30% Year-on-year growth recorded by the men’s jewellery segment in 2025
• 15% of men’s jewellery now accounts for of India’s overall jewellery market
• Rs 8. 70L cr Approximate value of India’s jewellery market (US$ 94.14 billion)
• 23% Indian men who regularly wear jewellery
• 39% Consumers who view men’s jewellery as a positive and culturally accepted form of self-expression

The Telugu man’s guide to wedding jewellery

• Start with one statement piece — a brooch, layered pearl necklace, or kada — and build gradually
• Match the jewellery to the outfit’s neckline and embroidery rather than over-layering everything
• Antique gold and matte finishes tend to feel more understated and wearable than highly polished pieces
• Heirloom jewellery can be restyled with contemporary silhouettes for a more personal touch
• Wedding guests can experiment with smaller accents like rings, buttons, or chains before moving to heavier temple jewellery
• Focus on balance: if the outfit is heavily embroidered, keep the jewellery cleaner and more minimal