Driven by the Dual Process Theory and Theory of Consumption this study explores luxury consumption motives of jewellery during crises and introduces the concept of small-luxury consumption. It also categorizes the motives into emotional and rational. The Data was gathered from 400 participants through convenience sampling. Confirmatory factor analysis, construct validity, path analysis, and multigroup analysis were conducted using Amos and SPSS. Findings indicate no significant differences in motives between individualistic and collectivist cultures when purchasing jewellery as a small luxury during normal times or crises. During crisis, jewellery quality was the most significant factor for small luxury consumption, whereas hedonism, uniqueness, self-identity, and price were influential in normal times. This research provides valuable theoretical and managerial contribution into luxury consumption behavior amid crises.