JB Insights

The Role Of Hallmarking and Transparency In Strengthening Consumer Confidence

By Suresh Krishnan, Vice President – Sales, PNG Jewellers

Published

1 month ago

September 5, 2026

In India, jewellery is equally an emotional purchase and a significant financial transaction. As consumers become more informed and digitally empowered, trust is increasingly becoming a decisive factor alongside design, price and brand reputation. Hallmarking has played an important role in creating that trust by giving consumers third-party assurance of precious-metal purity.

India’s hallmarking ecosystem has expanded significantly. BIS data shows that hallmarking registrations increased from 34,647 to 1,37,315 between April 2021 and March 2022 *1, while more than 8.72 crore gold and silver articles were hallmarked during that year. The introduction of the six-digit Hallmark Unique Identification (HUID) in 2021 has further strengthened traceability. Consumers can verify a gold article’s HUID through the BIS CARE app, adding an independent layer of assurance at the point of purchase.

For an organised retailer, this becomes particularly relevant as jewellery discovery increasingly moves online. A customer may discover a product on social media, compare it on an e-commerce platform and complete the transaction digitally. In such a journey, hallmarking helps bridge the trust gap created by the absence of physical touch and feel. When purity is independently verifiable, consumers can make online purchases with greater confidence.

The opportunity is also expanding beyond gold. BIS has brought both gold and silver under its hallmarking framework. In FY2024-25, more than 32 lakh silver jewellery articles*2 were hallmarked. The revised IS 2112:2025 introduced HUID-based hallmarking for silver on a voluntary basis from September 2025, creating greater traceability and consumer assurance in a category that is increasingly relevant to younger and value-conscious buyers.

This evolution matters commercially. KPMG’s India CX Report 2025*3 found that 27% of fine-jewellery customers are more confident in authenticity, quality and value when they trust a brand, while 9% said they would explore another brand if jewellery appeared overpriced for its quality. These findings underline why trust is not simply a compliance issue; it directly influences consideration and willingness to pay.

Contributing to the larger goal of organised and transparent trade, hallmarking has now been integrated as part of the broader customer experience across stores, CRM and e-commerce. As India’s jewellery market becomes increasingly omnichannel, the brands that communicate purity, pricing and policies clearly will be better positioned to convert digital discovery into purchase and, more importantly, build relationships that extend beyond a single transaction. The future of jewellery retail will therefore be defined not only by what consumers see, but by how confidently they can verify what they are buying and hallmarking takes care of that concern efficiently.

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JB Insights

US Holiday Sales Will See 5.5% Growth For 2026 : Mastercard Economics Institute

This Resilience Reflects A Robust Labor Market, Rising Household Wealth, and Broad-Based Consumer Demand Across Income Cohorts. Overall, The 2026 Holiday Season Showcases An Adaptable U.S. Consumer Using Digital and AI Tools To Maximize Value While Continuing To Drive Broader Economic Momentum.

Published

3 days ago

October 7, 2026

JewelBuzz Spread The Buzz

The Mastercard Economics Institute (MEI) forecasts a strong 2026 U.S. holiday shopping season (November 1–December 24), projecting retail sales excluding gas and autos to grow 5.5% year-over-year (YoY). This resilience reflects a robust labor market, rising household wealth, and broad-based consumer demand across income cohorts.

Key Drivers and Growth Channels

Channel Performance: E-commerce continues to lead with an expected 11% YoY growth, but in-store sales are set to grow 3.6%—their strongest pace since 2022. This highlights the critical role of omnichannel strategies.
Inflation Dynamics: Inflation accounts for 2.8 percentage points of the total 5.5% growth. Unlike last year’s tariff pressures, current price increases are driven by elevated energy/diesel costs and the massive AI infrastructure buildout.
Calendar Shifts: A late Thanksgiving compresses the shopping window, pushing retailers toward early promotions. Additionally, Cyber Monday falling in November will shift significant online volume into the month.

The Role of Artificial Intelligence

AI is reshaping both prices and consumer behavior:

Tech Inflation: High demand for memory chips and data infrastructure components has driven a 12.2% YoY increase in prices for info-processing equipment. Consequently, the consumer electronics category is projected to post outsized nominal sales growth (+10.7% YoY).
AI Power Users: Consumers with paid AI subscriptions demonstrate distinct “optimization” habits. Data shows these users plan early, shop across a wider variety of boutique and specialty merchants, and aggressively target promotions during Thanksgiving weekend before transitioning to experience and hospitality spending in December.

Last-Minute Shopping Behavior

The final rush to Christmas offers key operational insights for retailers:

In-Person and Malls: The final week before Christmas sees heavy physical store foot traffic, especially in enclosed shopping malls where consumers can complete multi-category purchases. Climate also plays a role: warmer-state residents (e.g., Florida, Nevada) are far more likely to make last-minute in-store runs than those in colder states.
Transaction Value Trends: Average order values for children’s items peak near Black Friday, while premium categories—such as jewelry, cosmetics, luxury handbags, and department stores—see transaction values climb steadily from December 15, peaking on Christmas Eve as procrastinating shoppers pay a premium for convenience.

AI tools lower search costs for consumers, making price transparency higher than ever. Retailers must capture early November demand through targeted promotions before comparison tools push shoppers toward alternative or boutique brands.

Last-minute shoppers are price-inelastic and seeking speed. Malls and physical stores should maximize inventory for high-margin, rush-gift items (jewelry, cosmetics, designer goods, gift cards) in the final 10 days, leveraging store availability over promotional discounting.

Overall, the 2026 holiday season showcases an adaptable U.S. consumer using digital and AI tools to maximize value while continuing to drive broader economic momentum.