Big price, smart buys:Light feels right for Akshaya Tritiya shoppers

Despite a strong desire for gold, soaring prices are now reshaping buying habits ahead of Akshaya Tritiya. City jewellers report a growing shift in demand from heavy jewellery to lighter designs and lower-carat options. We spoke to them to find out the latest trends, smart buying tips, and more.


Demand Surges for petite, lightweight designs
The surge in gold prices is driving customers toward more budget-friendly choices. Abhishek Kajaria of Avama Jewellers noted, “While some customers remain eager to buy gold jewellery for Akshaya Tritiya, many are opting for smaller, lighter pieces. Demand remains strong, with growing interest in lower carat options, particularly 18kt gold, and lightweight diamond jewellery.” Yogesh Soni of Punamchand Jewellers added, “Customers are purchasing with budgets in mind, often choosing intricately detailed pieces. Interest in 18kt gold as a versatile, affordable option is clearly rising.”



Steady demand despite rising prices
Despite price fluctuations, the enduring appeal of gold remains strong, with consumers adjusting their preferences to suit their budgets. “Gold prices have been on a steady rise now and customers have gotten used to it. The increase has boosted confidence in the yellow metal, and customers are buying jewellery as per their requirements, so we have high hopes from Akshaya Tritiya sales,” said Annargha Uuttiya Chowdhury, director, Anjali Jewellers Private Limited. He added, “Some customers are also opting for diamond jewellery, as it can be worn regularly.” Ramesh Kalyanaraman, executive director of Kalyan Jewellers, echoed this sentiment: “While gold prices influence buying decisions, the desire to celebrate traditions and festivals with gold stands strong. Customers remain committed to these purchases.” He added, “Global market dynamics and geopolitical factors influence gold prices, but its long-term value remains unchanged. Gold has always been a timeless investment.”


Boosting sales through offers and discounts
Ahead of Akshaya Tritiya and amidst rising gold prices, city jewellers are focusing on customer-centric strategies. Abhishek Kajaria shared, “To boost sales, we’re offering special promotions, including discounts and free gifts, along with financing options to help customers manage higher prices.”
Dhruv Jhaveri of Madanji Meghraj Jewellers added, “For Akshaya Tritiya, our campaign is ‘The more you buy, the more you save,’ offering up to 70% off on making charges. Gold price hikes have affected profit margins. To maintain sales momentum, we’re offering attractive discounts and schemes, which in turn compress our margins. But, this is a conscious strategy to ensure affordability for customers while maintaining long-term loyalty and trust.”


'The trend of using old gold jewellery to upgrade designs is now a popular choice, as it offsets the impact of high gold prices. It’s a smart way to invest in new pieces'
– Yogesh Soni, city jeweller


'A customer’s purchase pattern is linked to intent. For weddings and special days like Akshaya Tritiya, postponement is not an option – but they will make these decisions based on available budgets'
- Ramesh Kalyanaraman, city jeweller