Shiny, happy people

Speaking of happiness, Diwali is a celebration of all good things bestowed upon us by God, including wealth. It is celebrated to usher in the Hindu new year and it is the beginning of the new financial year.

This practice is followed even today by Hindu merchants. Hence, it is considered auspicious to buy a piece of metal — be it gold, silver or even a utensil, depending on the buyer. This has led to the rising trend of purchasing jewellery.

 “People buy gold because they believe it brings prosperity,” says Ajay Pandey, deputy general manager, products and brands at Damas LLC. Anurag Sinha, the managing director of Liali Jewellery, says: “People are moving from plain gold jewellery to pieces studded with precious stones.”

Safe investment

Seema Shetty, director, Aabharan Jewellery, feels that despite rising prices, gold has always been a secure investment.

“Considering the upward trend of gold prices, people may buy more diamonds and precious stones,” Shetty says. “But gold is still a favourite because of its resale value. Since the past four years, Aabharan Jewellery has been organising the Dancing Bird designing contest, in conjunction with the Dubai Gold and Jewellery Group. Shetty says: “We launch our designer collection to coincide with the festival so our customers have an opportunity to buy new designs.”

Damas is introducing the Diwali Pendant Set, an 18k yellow gold and diamond three-piece set comprising pendant, chain, earrings and ring inspired by rangoli designs.

Liali is launching the Artique collection, inspired by traditional kundan jewellery and created by Indian goldsmiths for royalty.

“Older customers prefer classic designs and the younger go for sleek designer pieces and diamond jewellery for daily wear,” Pandey says.

Changing tastes

“Young people are going for classic designs such as long strings of pearls since they can be worn with trendy clothes. While the older ones, who preferred more of the classic pearls and diamonds, prefer jewellery which is a fusion of large diamonds and precious stones,” Sinha says. Classical or trendy, what you buy this Diwali should be something to cherish and this is what the winning design of Naznin Akhter, the winner of the Dancing Bird contest, represents.

“My design, Infusion, has two symbols — a flower and a heart. Both signify love. I designed it keeping in mind the innocent beauty of a flower that remains in the heart.”
celebrate With Diwali just round the corner, jewellers are bringing in gorgeous
new designs to lure customers.