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Retail Gold Sales Drop 25% Amid Rising Prices, Lightweight Jewelry in Demand

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A 4% rise in gold prices in March has led to a significant 25% decline in retail gold sales at jewelers and a 60% drop in Zaveri Bazaar. Indian families with upcoming weddings are feeling the pinch of higher gold prices, turning to lighter, lower-carat jewelry to meet bridal jewelry demands. Despite this, demand is expected to pick up during Akshay Tritiya in April, though lightweight jewelry remains the preferred choice.

Gold prices saw a near-4% increase in the first half of March, bringing down retail sales by 25% compared to the same period last year. Zaveri Bazaar, a hub where retail jewellers buy bullion and jewelry in bulk, saw a 60% drop in sales.

Senco Gold & Diamonds, Joy Alukkas, PNG Jewellers, Mamraj Musaddilal Jewellers, and senior executives from the India Bullion & Jewellers Association mentioned that Indian families, especially those with weddings planned for the upcoming season, are stressed by the escalating prices. As a result, they are opting for lightweight jewelry, as high prices make it difficult to stick to the traditional gold jewelry budgets.

Suvankar Sen, the chief of Senco Gold, shared that sales of small-ticket gold jewelry in the ₹30,000 – ₹40,000 price range have dried up. “The high prices are keeping customers away from spending on gold,” he said. On March 18, gold was priced at ₹88,256 per 10 gm in the physical market, with a 3% Goods and Services Tax (GST), pushing the cost to ₹90,903 per 10 gm.

“Those who have weddings in the family are buying lightweight jewellery as they cannot stretch the budget. Demand has dropped by 15% beginning from March and if this rally continues, the recovery in demand may not happen. The next big sales can only happen during Akshay Tritiya, which falls on April 30,” said the MD of Senco Gold & Diamond.

Despite the rise in prices, the demand has remained sluggish in South India too. “Compared to last March, demand is down by up to 25%. While the high price is a big factor in this demand drop, other things like board exams have slowed down demand as well,” said Baby George, CEO of Joy Alukkas.

Saurabh Gadgil, chairman of PNG Jewellers, also highlighted the shift in preferences. “People are buying lightweight jewellery, and many are exchanging old gold jewellery with new ones. The volumes are getting impacted but value-wise the jewellers are not facing any issue.”

Avinash Gupta, partner at Hyderabad-based Mamraj Musaddilal Jewellers, noted that while demand has softened, it hasn’t reached alarming levels. “Demand will bounce back in April due to weddings and Akshaya Tritiya, but definitely the preference will shift to lightweight and lower caratage jewellery.”

National News

Vibrant Hues Of Celebration: Elevate Your Navratri Look With Kalyan Jewellers’ Huescape Collection

Kalyan Jewellers’ Huescape Collection Blends Handcrafted Gold With Vibrant Gemstones, Bringing A Contemporary Burst Of Colour To Navratri Celebrations.

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Celebrating the power, grace, and vibrant energy of the feminine spirit during Navratri, the world of fine jewellery is witnessing a refreshing shift from traditional all-gold ensembles to radiant, gemstone-adorned creations. As each day of the festival highlights a distinct color palette and mood, today’s modern women seek versatile adornments that express their personal style while honoring heritage. Capturing this essence of festive transformation, Kalyan Jewellers presents the Huescape Collection, a refined celebration where meticulously handcrafted gold meets a delicate palette of pastel and vibrant gemstones. Perfectly suited to elevate both daytime festive rituals and lively Garba evenings, each creation seamlessly complements the nine colors of Navratri, delivering heirloom-worthy jewellery that remains both timeless and contemporary.

Pastel Heritage Set

Perfect for Navaratri’s vibrant nine-day celebrations, this gold choker and earring duo reimagines heritage craft with a playful pastel twist. Rounded gemstones in ametrine, aquamarine, morganite, prehnite, chrysoprase and sunstone bring soft pops of colour to intricate gold detailing, making it a versatile choice for festive dressing. The ornate craftsmanship is balanced by a light, contemporary mood, reflecting the growing appeal of coloured gemstone jewellery among modern brides and jewellery enthusiasts.

The matching earrings add gentle movement and pastel charm, while the set brings a refreshing modernity to traditional festive dressing ideal for adding a pop of colour to Navaratri celebrations and beyond.

Pastel Mosaic Necklace Set

A tapestry of design, this long necklace pairs intricate gold craft with pastel stones in aqua, blush, and amber tones, featuring aquamarine, morganite, sunstone, and prehnite. The centrepiece glows with a mosaic of gemstones, framed by layered golden detailing, while delicate pearl strands soften the look with fluidity. Perfect for Navaratri’s nine days of colour and celebration, the necklace brings a vibrant yet elegant touch to festive dressing.

Matching earrings echo the pastel play, balancing tradition with a modern sensibility. An artistic statement that turns jewellery into wearable design, reflecting the growing allure of coloured gemstones among contemporary connoisseurs and modern brides.

Pastel Harmony Necklace Set

Gold meets colour in perfect balance, making this necklace avibrant choice for Navaratri’s nine days of festive dressing. Gemstones like blush-pink morganite, softblue aquamarine and earthy tiger’s eye are set against intricate gold detailing, creating a rich yet contemporary palette. The necklace flows with ornate motifs and delicate dangling elements that add lightness and rhythm, while a central green chrysoprase stone brings depth and contrast to the design. Matching earrings highlight soft pink morganite drops with a playful finish.

A statement that brings together the richness of traditional craftsmanship with the joyful colours and modern spirit of Navaratri.Pastel Harmony Necklace Set Gold meets colour in perfect balance, making this necklace a vibrant choice for Navaratri’s nine days of festive dressing. Gemstones like blush-pink morganite, softblue aquamarine and earthy tiger’s eye are set against intricate gold detailing, creating a rich yet contemporary palette. The necklace flows with ornate motifs and delicate dangling elements that add lightness and rhythm, while a central green chrysoprase stone brings depth and contrast to the design. Matching earrings highlight soft pink morganite drops with a playful finish. A statement that brings together the richness of traditional craftsmanship with the joyful colours and modern spirit of Navaratri.

Pastel Radiance Necklace Set

A golden canvas brought to life with gemstones in lilac ametrine, aqua aquamarine, blush morganite and deep berry hessonite garnet, this necklace captures the vibrant spirit of Navaratri. The centrepiece features a striking green chrysoprase, framed by pastel accents and intricate gold danglers, creating a rich interplay of colour and craftsmanship. Each gem along the neckline adds its own hue to the spectrum, echoing the joy and vibrancy of the nine-day celebration. The earrings complement the necklace with stacked colour and ornate goldwork, bringing a festive finish to the look. A radiant expression of tradition reimagined through a softer, contemporary palette.

Pastel Blossom Necklace Set

Teardrop green chrysoprase gemstones framed in delicate pearls form the heart of this gold necklace, bringing a fresh pop of colour to Navaratri dressing. Blush-pink rhodochrosite stones add a soft contrast, creating a harmonious pastel palette that complements the vibrancy of the nine-day celebration. Ornate gold detailing flows around each gem, adding depth and texture, while matching earrings mirror the teardrop motif, balancing boldness with grace. Rooted in traditional craftsmanship yet painted in lighter, contemporary hues, the set brings an elegant and modern touch to festive celebrations

Pastel Prism Necklace Set

A radiant line-up of gemstones in lilac amethyst, rich emerald, deep ruby and soft rose quartz, each framed in gold, brings the vibrant spirit of Navaratri to life. The necklace forms a rhythmic pattern, with every gemstone adding a distinct brushstroke of colour, echoing the joy and energy of the nine-day celebration. Dangling gold motifs introduce light movement, enhancing its playful charm, while matching earrings carry the same vibrant palette in a compact form. A striking expression of festive elegance that transforms traditional gold into a kaleidoscope of soft, modern hues.

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