This Dhanteras, despite record-high gold prices, India’s love affair with precious metals and stones only deepened, but with a new kind of mindfulness. Shoppers across metros and smaller towns alike entered showrooms not just to purchase ornaments but to make choices that balanced tradition, emotion, and long-term value.

The festive season painted a picture of evolution: the modern Indian consumer wants jewellery that tells a story as much as it retains worth.

Gold At Record Highs, But Sentiment Remains Strong

“Despite record-high gold prices, we’re witnessing renewed enthusiasm this festive season . Consumers are viewing price volatility as a strategic opportunity to reinvest whether through gold coins or by upgrading their existing jewellery," said Ajoy Chawla, CEO of the Jewellery

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