Here's what trended this Navratri

Jewellery shopping has a long association with this season of festivity, and this time around, new trends emerged, even as established patterns got rejuvenated, says Suneeta Kaul

Post By : IJ News Service On 18 October 2021 3:58 PM

Navratri/Durga Puja season is always a time for fun, merriment and dancing. And jewellery shopping. The festival is considered an auspicious time to purchase jewellery, particularly gold. This year, the significance of the Navratri season was greater, in view of the waning Covid pandemic, and the fulfilment of repressed shopping needs.

What was hot this Navratri?

Jewellery shopping has a long association with this season of festivity, and this time around, new trends emerged, even as established patterns got rejuvenated. Across the country, retail jewellers reported booming sales, which augurs well for the coming wedding season as well.

Says Arshdeep Khurana, CEO, Sham Jewellers, Chandigarh, “This is a season of investment and gifting. People are particularly keen to buy precious metals for the purposes of investment. Buying gold during this season is considered auspicious. Gold coins sell like hot cakes. And then, of course, there is jewellery buying for gifting purposes. Husbands gift earrings, bangles, bracelets, choker necklaces, and so forth, to their wives during this time. And as for women, they shop for rani haars (long necklaces), which they wear during Navratri pujas. Sales are brisk as people are in a mood to buy.”

When it comes to diamond jewellery, the preference is for classy jewellery, as against the heavy stuff. Explains Shivom Simhal of Alankar Jewellers, Bhopal, MP, “The trend this Navratri was delicate diamond jewellery. People don’t want chunky pieces; they are going for a contemporary look. If they are buying gold jewellery, they prefer rose cuts. The new generation has different tastes, compared to the earlier generations. GenNext is more inclined towards minimalistic, elegant, delicate and classy jewellery rather than heavy pieces. Solitaires are in great demand. We have also observed people showing great interest in gold biscuits and gold bars, but this is more for investment purposes.”

Spending is in full swing in smaller cities as well. According to Vardhman Kothari, Kothari Jewellers, Jabalpur, MP, “We are based out of a Tier 3 city. Sales are happening at a good rate. What we have observed is that people are upgrading to better forms of jewellery, that is, they are going for jewellery which is a level higher. Those who used to buy plain jewellery are buying antique jewellery, those who used to buy antique are upgrading to jadau, and jadau buyers are going for polki and uncut diamonds.”

Explaining the reasons for this shift, Kothari says, “There is a lot of money flow. People have not had an outlet for spending for a long time – no holidays, no parties, no travel. There is accumulated disposable income, and that money is being diverted to luxury items like jewellery. People are not interested in saving, they are keen on spending, and living life king-size.”

The boom is manifest in the southern part of the country as well. Says N Anantha Padmanabhan, NAC Jewellers, Chennai, “In Tamil Nadu, what sells most during the Navratri season is silver articles and lightweight jewellery. So, these trended this year as well. Bridal, heavy jewellery is also selling, in view of the coming season. Other southern states have their own preferences. For instance, in Telengana, ruby- and emerald-studded jewellery is very popular, in Karnataka, plain gold and diamond jewellery is being preferred, and in Kerala, gold jewellery and sets of multiple chains, say, about seven to eight necklaces, are popular.”

What lies ahead

The mood in the jewellery industry is fairly upbeat. Adds Padmanabhan, “People are coming forward now, the fear of Covid is dying down. We see good business happening for the Diwali and wedding season.”

Corroborating that, Khurana says, “Sales are going up every day. The pandemic is ending. Postponed weddings are taking place. Bridal trousseaus are filling up. We look forward to a very good festive season. In fact, we have already reached pre-pandemic levels.”

Sounding a cautious note, Simhal says, “The problems created by the pandemic will not vanish completely, but yes, the markets are booming, and things are looking up.”

Be the first to comment

Leave a comment

Related News

P N Gadgil Jewellers Limited Files DRHP with SEBI

  • Retail News - 28 March 2024 10:55 AM

Aukera Unveils Unique Lab-grown Polki Diamond Collection

  • Retail News - 22 March 2024 6:01 PM

Bulgari Dazzles with "Roman Holi"

  • Retail News - 18 March 2024 1:43 PM

Malabar Gold & Diamonds Opens Latest Store in Omaxe Chowk

  • Retail News - 18 March 2024 9:28 AM

Holi Hues: Jewellery Picks for Every Colour of the Festival

  • Retail News - 15 March 2024 9:08 AM

Email Alerts

WhatsApp Alerts