Stories
Gold Price Swings Delay Festive Jewellery Sales, Shoppers Await Best Deals
- •Jaipur-based jeweller Raniwala 1881 anticipates healthy festive demand, but co-founder Abhiyant Raniwala notes shoppers are delaying purchases due to unsteady gold prices.
- •The company, known for heavy wedding jewellery, is expanding its focus to include festival, Diwali, and gifting pieces, targeting a wider range of occasions beyond bridal wear.
- •Raniwala observes a shift in buying patterns, with families now waiting until the last moment to purchase jewellery, influenced by gold price fluctuations and global uncertainty.
- •Younger Gen Z buyers prefer wearable, crafted pieces over large diamonds, prompting Raniwala 1881 to design smaller, more flexible jewellery for birthdays, anniversaries, and other celebrations.
- •Colour stones like emeralds and rubies are gaining popularity over traditional white diamonds and polki, with buyers seeking pieces that reflect their personality and love for colour.
Key Questions Answered
Shoppers are expecting good festive sales, but buyers are taking their time and delaying purchases until the last moment to monitor gold price swings. This shifting mood and timing are largely influenced by broader global uncertainties.
Jewellery brands are creating smaller, simpler, and more flexible everyday pieces for occasions like birthdays, graduations, and anniversaries rather than focusing solely on heavy bridal sets. Gen Z buyers prefer versatile items they can wear frequently rather than keeping them locked away.
Plain white diamonds and uncut polki are no longer the exclusive choices, as buyers increasingly request coloured stones like emeralds and rubies. These precious and semi-precious options allow wearers to express their individual personalities through unique stories behind each colour.
