PIONEER NEWS SERVICE | Dehradun
Jewellers in Dehradun have noticed a shift in consumer preference towards lighter gold ornaments this Akshay Tritiya, as gold prices have surged to an average of Rs 90,000. This year, Akshay Tritiya will be celebrated on April 30. It is customary for people to purchase gold jewellery on this auspicious day. However, due to the rising gold prices, sales of gold jewellery have decreased by 10 per cent this year compared to last year.
Many jewellery shop owners have been observed offering special promotions and discounts on Akshay Tritiya to attract customers.
Jewellery shop owner Harkirat Singh said that gold prices have been rising for quite some time. Currently, the price of 22-carat gold is Rs 90,000 per 10 grammes. Due to these increasing prices, this year the sales of gold jewellery, particularly heavier pieces, have declined by about 10 per cent compared to previous years. He said that social media plays a role in this downturn, with misleading videos suggesting that gold prices may drop in the future, further impacting sales. Shoppers are now opting for lighter jewellery. To entice customers, Singh highlighted that they are offering various deals for the occasion, including zero percent making charges on diamond jewellery and a 25 per cent discount on the making of gold jewellery.
Another jeweller not wanting to be named voiced concerns regarding the decline in gold sales this year during Akshay Tritiya. He said that with the soaring of gold prices, people are favouring lightweight jewellery and their overall sales have been adversely affected compared to past years.
Many other jewellers have echoed similar concerns about the reduced sales of gold jewellery for the occasion. A customer Heena said that she typically purchases gold jewellery every year for this occasion. However, this year, the rising prices have influenced her decision. But still leading her to opt for lightweight jewellery or diamonds instead, this year, she said.
