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The lamp of positivity, optimism and hope will illuminate this festive season

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The air is thick with positivity and optimism. The import duty reduction in precious metals has charged and energized the industry, especially the gold jewellery segment. With regard to y-o-y increase in sales, there are varying predictions- from 10 percent to as much as over 30 percent.

The buzz is not restricted to the big metros; in fact, some Tier 2 and 3 cities are outperforming large metro cities. And, gold price increase is not   deterring consumers from making purchases.

Trade and industry experts opined that the import duty cut on gold could alter the gold purchasing behavior of Indian consumers, especially affecting their tendency to shop in Dubai. Jewelers expect a significant decrease in gold prices in India, boosting local purchases and production. This adjustment may shift nearly half of retail business back to India.

Besides buying interest in jewellery there is action in ETFs and bars and coins. Within jewellery, there is growing demand for lightweight pieces. In case of bar and coin, demand is being supported by consumers as well as jewellers, who are taking advantage of favorable gold prices to stock up for future manufacturing needs.

Substantial increase in footfalls across showrooms in India reflects a positive consumer sentiment towards gold. Importantly, there has been renewed interest from millennial and Gen-Z consumers; this will largely add to acceleration in demand momentum.

The dual impact of two factors—enhanced affordability due to lower duties and the seasonally high demand for jewellery—suggests that jewellery sector is on track for a significantly higher sales volume this year.

Our special report which comprises views and opinions of India’s leading players of the GJ sector underscores the fact that positivity, optimism and hope will illuminate this festive season.

Vipul Shah Chairman, GJEPC:

The recent duty cut on precious metals has undeniably   brought in a positive sentiment into the Indian jewellery market. As we approach the festive season, I anticipate a surge in demand for fine jewellery, with sales potentially surpassing those of last year. Based on current trends, consumers are showing a strong preference for intricate designs and personalized pieces, especially for weddings and other celebrations.

Saiyam Mehra Chairman- GJC Director-Unique Chains Pvt Ltd :- The recent cut in import duties on precious metals, has significantly boosted market sentiment in the GJ industry. We predict this will drive increased sales, with gold and jewellery retailers’ revenues projected to grow by 22-25% this fiscal year. Challenges such as fluctuating gold prices and increased competition persist, but the overall outlook remains positive. In 2024, the sales outlook for the GJ industry in India is expected to be slightly higher than last year, driven by strong consumer demand, especially for gold and bridal jewellery.

At Unique Chains we are planning to launch a new range of light weight jewellery and antique collections. We are also coming up with newer varieties in bridal set to prepare ourselves for the upcoming wedding season. These collections reflect the growing demand for statement pieces that blend traditional craftsmanship with contemporary design, making them perfect for both the festive and wedding seasons.

Prithviraj Kothari, National President- IBJA MD- RiddiSiddhi Bullions Limited (RSBL):- For bullion, the lower prices are likely to attract more investors, especially those seeking a haven amid economic uncertainties and inflationary pressures. Retail investors might also find gold more appealing as a long-term investment option, leading to higher sales volumes.The reduction in retail gold prices by approximately ₹4,500-5,000 per 10 grams is expected to enhance affordability, leading to a 5-10% increase in volume sales this fiscal year.

In the jewellery sector, the price reduction is expected to boost consumer spending, with retailers anticipating a surge in demand as customers take advantage of lower prices to make purchases for weddings and festivals. The combination of cultural significance and reduced costs is likely to drive sales growth, with Crisil Ratings predicting a 22-25% increase in revenue for jewellery retailers this fiscal year. Overall, the market sentiment remains positive, with robust growth anticipated in the jewellery sector.

Sachin Jain  Regional CEO, India, World Gold Council :- Demand for gold in India has improved post the duty reduction in the budget, which has lowered the landed cost of gold. Jewellery manufacturers have indicated that there has been a substantial rise in order bookings from jewellery retailers, who are gearing up for the festive and wedding season running through till December.

There has been buying interest in jewellery, ETFs and bars and coins. Within jewellery, there is growing demand for lightweight pieces. In case of bar and coin, demand is being supported by consumers as well as jewellers, who are taking advantage of favorable gold prices to stock up for future manufacturing needs.

Vaishali Banerjee MD – India, Platinum Guild International:- Looking forward to Q4, we’re entering the peak festive and marriage season – a period replete with buying occasions. It will be a special season for us at PGI, especially with the launch of the M.S. Dhoni Signature Edition timed perfectly for Diwali. All three of our brands—Platinum Love Bands, Platinum Evara, and Men of Platinum—will be active during this time, making Q4 an action-packed quarter filled with opportunities to engage with consumers and drive growth.

Richa Singh  MD- India and Middle East, Natural Diamond Council :-Jewellery, and natural diamonds, have been culturally significant to Indians. We have a deep-rooted tradition of adorning ourselves with ornaments as a way to showcase our personality, our mood and to celebrate ourselves. India is today the globe’s second largest market for natural diamonds and consumer demand is growing faster here than anywhere else in the world. There is no bigger proof for the love consumers have for our category and the onus is on us to showcase the best of this miracle of nature. With such exquisite natural diamond craftsmanship and talent present in our industry, I am excited for the season ahead.

Joy Alukkas Chairman – Joyalukkas Group :-We are excited to see the positive and optimistic sentiment which will carry into the festive and marriage season. There is year on year increase in jewellery sales- and this year too we will see an increase of around 15- 20 per cent. Gold price increase will not deter consumers from making purchases.

While all jewellery segments will see growth, the lightweight jewellery, ordinary plain jewellery and diamond jewellery segments will see a greater spike. We are very positive, and will conduct aggressive marketing and promotional campaigns.

Rajesh Kalyanaraman  Executive Director- Kalyan Jewellers:-Substantial increase in footfalls across our showrooms in India reflects a positive consumer sentiment towards gold, which remains India’s most-preferred investment option. There has been renewed interest from millennial and Gen-Z consumers, and this has led to acceleration in demand momentum for traditional temple jewellery as well as polki and uncut jewellery pieces. We believe this consumer demographic is further playing a critical role in the growing popularity of platinum jewellery pieces as well as dual-tone jewellery designs.

In a bid to capitalize on this nationwide momentum for jewellery from Tier-2 markets, we are adopting an aggressive expansion strategy taking our service-backed shopping experience to more patrons. In line with this, we have announced plans to launch 35 new Kalyan Jewellers showrooms before Diwali and a total of 80 showrooms in FY25. With the upcoming festive and wedding season around the corner, we are optimistic that the industry will witness a significant uptick in demand for jewellery.

Dr Chetan Kumar Mehta,President -Jewellery Division India, IBJA,President -JAB,CMD- Laxmi Diamonds, Bengaluru:-

The jewellery trade and industry is happy and delighted at the booming market. This festive season we will see 30% increase in jewellery sales over last year. While gold, as always will do well, we expect silver and diamonds to majorly contribute to growth in sales. Mid-range jewellery collections will see robust sales. Diamonds+colour gemstones jewellery is  trending. Consumers are increasingly preferring jewellery with precious gemstones surrounded by diamonds.

Ashish Pethe Partner, Waman Hari Pethe Jewellers:- The import duty reduction on gold and precious metals announced in this year’s budget has buoyed consumer sentiment and driven jewellery sales. There is buying all around. In terms of jewellery sales region wise, we have observed that Tier 2 and 3 cities are performing better than the big metros.

A major factor driving sales is consumers preponing wedding jewellery purchases. Even if the marriage is scheduled for December, purchase is taking place in August. Sales growth is seen across all segments. And every festive  occasion be it Rakshabandhan or Ganesh Chaturthi is seeing  robust jewellery sales.

Varghese Alukka Managing Director-Jos Alukkas group :- The recent duty cut on precious metals too will have a positive impact in the sale of Jewellery. We have special designs and jewellery collections for this festival season. Gold jewellery has always played a big part in all celebrations in India, especially south India. Based on the shopping trends and statistics so far, we expect almost 30% increase in overall sales.

Talking about customer preferences in gold trends, it would be apt to say that there is a demand for everything. Jewellery designs for the working woman of today is a hugely popular collection. Bridal and festive pieces also will see a big demand in the coming months.

Shamlal Ahamed  MD- International Operations, Malabar Gold & Diamonds:- The surge in gold prices is a further testament to the asset’s value-appreciating nature and expressed his hope that record prices will not affect the jewellery sales during the upcoming festive season. While the initial surge might lead to some hesitation among customers, this is often short-lived.

Historically, gold prices have consistently risen, and customers tend to adjust to new pricing levels over time, recognizing its long-term value and reliability. We are expecting the festive season to bolster jewellery sales, when customers typically focus on purchasing gifts for their loved ones and upholding traditions. “

Colin ShahMD, Kama Jewellery The price correction in gold after the custom-duty cut will be passed down to the buyers, ultimately driving up sales. Buyers are eventually but steadily shifting from the traditional hobby of investing in bullion and gold-forward jewellery. Instead, the demand for lightweight or contemporary jewellery is gaining significant traction, influenced by the buying habits of young demographics. Due to this, we look forward to an uptick in demand by 10-15% during this phase as compared to the rest of the year.

Jayantilal ChallaniDirector -Challani Jewellery Mart Pvt Ltd

We expect the yellow metal to reach greater heights with the rush of  wedding season and festivals. Customers are inching towards bespoke and minimalistic jewellery creations. For example, male engagement rings have become common now. This new wave of minimalistic jewellery is likely to make a big stay with modern women look for simple diamond ear rings, necklaces and bracelets. The desire for personalized, innovative and unique jewellery pieces is a the new hot trend that every woman yearn for.

Dr.Pratap KamathMD-Abaran Timeless Jewellery Pvt Ltd. Gold and silver have done extremely well since the third week of July when the duty was cut. Also the auspicious month of Shravan since August has several festivals as per the Hindu Calendar and this has contributed to the increase in sales.

Speaking of trends, Temple jewellery and bridal jewellery have been the leading categories followed by light weight traditional jewellery. in silver, traditional silverware like diyas and l pooja articles have done very well. in diamonds it’s been light to medium range diamond jewellery

Saket KeshriDirector-  Ratnalaya Jewellers– Compared to the same period last year, our sales figures are already showing considerable improvement. Month-on-month turnover has increased, bolstered by the recent duty cuts and the upcoming festive season. The dual impact of these factors—enhanced affordability due to lower duties and the seasonally high demand for jewellery—suggests that we are on track for a significantly higher sales volume this year.

To cater to the growing demand and the evolving tastes of our customers, we’ve introduced Bridal Jewellery Collection, Everyday Wear Jewellery Collection and Men’s Jewellery Collection

Amarendran Vummidi

 Managing Partner, Vummidi Bangaru Jewellers The fact that precious metals are more affordable now, especially during the season when festivals like Dassera and Diwali are lined up, is making things favorable for the domestic consumers.  The wedding season is also on and that implies that purchases will increase.

Vintage-inspired pieces that reimagine classic motifs paired with vibrant gemstones are becoming a favourite among the youth. Demand is always there for antique temple jewellery which is used for weddings. Minimalistic jewels are chosen by those who wish to use them with western attire and for everyday purposes.

Deepak Soni -Kartikey BullionEast India Head – IBJA

We see approximately reductions of Rs 5 lakh/kg in gold and Rs 7000/ kg in silver costs reduced after cut in customs duty. Jewellers can now focus on designing and marketing, leading to a boost in business.

Speaking of trends, light weight jewellery for daily wear and antique kundan and nakshi Jewellery are in demand. Tarquish and LGD have made their mark in the market.

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International News

WGC Gold Market Commentary: Hiking Up A Volcano

Gold Is Also Facing Near-Term Headwinds and Significant Oil Shock Could Prolong The Malaise.

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Gold fell 1% in May, on continued positive risk sentiment and modest global gold ETF outflows.

The Fed may need to hike rates as inflation pressures mount. We make the case for why it could – surprisingly – benefit gold. But gold also faces headwinds, which could be prolonged if the Hormuz standoff drags on.

Nothing to see here

Gold fell 1% in May, finishing the month at US$4,546/oz, and marginally lower in most major currencies. India and Turkey saw monthly gains

According to our Gold Return Attribution Model (GRAM), there were no stand out drivers for gold’s performance in May from the explicit variables in the model. Positive risk sentiment via equity inflows, less bond inflows, and a fall in implied volatility proved a minor drag, alongside gold ETF outflows from Asia and the US (US$2.3bn, 17.3t). US dollar weakness helped gold at the margin, as did momentum factors including European gold ETF inflows (US$0.3bn, 1.2t). Other opaque flows – possibly in the over-the-counter (OTC) market, not captured explicitly in our model – may have been a contributor to the negative residual.

COMEX managed money futures positioning continued to linger in neutral territory with a very modest gain of US$1.4bn (8t) in May.

Hiking up a volcano

The Fed may have to hike later this year and that could spell trouble for risk assets and the economy. History is mixed when it comes to hikes and gold’s response

Notable precedents show similarities to today and on those occasions gold responded positively to a hike

But gold is also facing near-term headwinds and significant oil shock could prolong the malaise.

Following a somewhat contentious US rate-cutting cycle that began in 2024, the market has pivoted to the strong possibility of rate hikes into year-end and beyond, with a firm economy facing pass-through inflation pressures. This could weigh on risk assets through discount rates, as well as increase borrowing costs for households and businesses.

Convention has it that higher policy rates pressure gold through higher real yields and a stronger US dollar. The evidence is mixed. Historically, rate hikes have not seen a uniform response from yields, the dollar or gold.

The data: Gold has positively surprised on hikes more than 50% of the time. It’s median one-month (21-day) return following hikes – adjusted for the long-run average 21-day return of 0.84% – has been positive.1

Context: What matters more than the policy rate itself is how markets interpret the implications of tightening for growth, inflation credibility, financial stability and the US dollar

This time may be different: In prior cycles, hikes often signalled policy credibility and economic normalisation. Today, however, hikes may increasingly signal:

Persistent inflation pressure as resource nationalism ramps up

Fiscal stress both in the US and abroad

Policy error risk on more divergent FOMC views, political pressure and the fear of getting it wrong (again).

Cue the US dollar: Historically the US dollar appeared more important to gold’s fortunes than to rates. Medium term growth and yield convergence, and a diversification push away from US assets, has set quite a clear path for a weaker dollar ahead, upon which consensus is agreed.

Other things matter: Demand from China, India and central banks is structurally less sensitive to US rates and could provide support beyond the current lull

Risk asset fragility: Higher rates may prove to be the last straw for equity markets. Aside from the mechanical repricing of discount rates, Vanda Research notes that even relatively modest rises in long-end Treasury yields have repeatedly destabilised short-term equity rallies over the past couple of years.2

When and why hikes benefited gold

There are notable historical precedents during which gold bucked expectations with a positive hike

29 June 2006: This was the final hike in a cycle; housing was slowing and growth concerns were mounting. Gold was also in an early innings of rate-insensitive buying from a recently liberated Chinese investment market, the advent of gold ETFs, and a commodity boom. In other words, the Fed was hiking into fragility and ‘other’ things mattered – as they do today

15 March 2017: The post-election reflation trade and long-dollar positioning had become crowded. The hike was interpreted as dovish relative to expectations and long-end yields declined.3 The case for a resumption of dollar weakness today is strong and widely held even as positioning is neutral

19 December 2018: Markets interpreted the hike as a policy error, resulting in a sharp equity sell off4 and long-end yields collapsed. The possibility today of a policy error with a more divided and potentially politicised Fed is non-zero

2 November 2022: An aggressive hiking cycle collided with growing market fragility. The UK LDI crisis had already destabilised bond markets and the US dollar subsequently peaked.5 Today long bond yields are rising across the G10 on fiscal fears and long-term inflation concerns. And gold has a decent track record of responding to geopolitical spikes

22 March 2023: The Fed tightened into acute banking stress. Long-end yields fell sharply as markets accelerated expectations of a pause and eventual easing.6 There are no clear signs of banking stress today, but concerns have grown over private credit.

What could go wrong?

Our argument is not that a hike is inherently bullish for gold.

Historically, hikes have tended to be negative for gold if they strengthen the US dollar, lift real yields and boost sentiment If a hiking cycle materially improves the market’s assessment of Fed credibility, gold could face additional pressure.

Some physical markets appear to have softened, with discounts in India, South Korea and anecdotal evidence of some selling in Japan. Global gold ETF flows have been lacklustre in May. The possibility of sporadic official-sector swaps or sales remains as the Hormuz Strait standoff continues. Technically, gold remains vulnerable – perched on its 200-day moving average, in what looks like a declining channel.

The largest near-term risk may come from energy markets. Oil is dominating headlines and inflation expectations, as well as driving bond yields. A sharp rise in energy prices driven by inventory depletion could initially push yields higher, strengthen the dollar and extend gold’s current malaise before the longer-term implications become apparent.7

Our main models generally associate rate rises with gold price falls, with price rises the exception rather than the rule. The argument here is simply that if hikes ultimately arrive, there is a reasonable case for the exception to occur. Rather than reinforcing confidence, markets may interpret them as evidence of underlying fragility.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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