As Diwali approaches, jewellers are gearing up to meet the festive demand with new collections. Retailers are going all out to ensure that this Diwali, sales light up the festival. From symbolic designs and investment-focused gold pieces to discounts, festive offers, and minimalistic everyday wear, they are putting it all out.

“Buying gold is considered auspicious during Dhanteras and Diwali,” says Sachin Jain, World Gold Council, India. “From gold jewellery to gold bars and coins, consumers plan at least a token purchase as a matter of tradition. Gold buying is generally believed to herald good fortune, wealth, and prosperity. Despite prices touching record highs of Rs.79,000 per 10 grams, there is a resurgence in gold buying, largely driven by investment sentiment and wedding-related purchases,” he adds. Here’s a look at the new collections on offer this Diwali.

Diwali Glow: Gargi, Mumbai

Aditya Modak, Gargi by P N Gadgil and Sons, Mumbai, says, “We have introduced the ‘Diwali Glow’ collection, featuring minimalist jewellery that’s perfect for everyday wear, inspired by current consumer trends. This collection includes mangalsutras, rings, earrings, and bracelets, offering fashionable and wearable pieces that align with today’s simple, yet stylish, preferences.”

With pieces designed to be lightweight and water-resistant, Gargi is tapping into a trend that values simplicity without compromising on elegance. Modak adds, “This Diwali, the trends are simple and minimalistic. Anything lightweight, water-resistant, and of high quality is finding its way this Diwali.”

Dragon Rings Collection from Lotus Arts de Vivre, Mumbai

Talking about his company’s Diwali offering, Rolf von Bueren, Founder, Lotus Arts de Vivre, says, “Jewellery lovers are seeking designs that tell a story, pieces that combine luxury with meaning. Dragons, with their association to good fortune and strength, perfectly embody this spirit. This festive season, we expect a rise in demand for unique, handcrafted jewellery that is both timeless and striking, making a bold statement while celebrating heritage and craftsmanship.

“Our Dragon Rings Collection serves as a tribute to this cultural symbolism. Each ring is crafted to blend tradition with modern design, using materials like 9Kt gold, diamonds, and rare gemstones.” 

Zen Diamond Festive Collection: Zen Diamond, Mumbai

Reflecting on the festive season, Neil Sonawala, Zen Diamond, Mumbai, says, "Our festive collection this season is a true reflection of the evolving tastes of Indian consumers. We’re seeing an especially high demand for solitaire diamonds. Additionally, coloured stones, such as emeralds, rubies and sapphires are making a strong statement in our fusion designs, blending Indo-Western aesthetics for a modern, yet traditional, look. We have  also noticed classic clusters gaining popularity among the younger audience, who are drawn to contemporary fashion with a timeless appeal.”

Diamonds and Diwali: Candere Diamonds

Candere has unveiled its festive collection titled ‘Diamonds and Diwali’, featuring minimalist gold rings, bangles, and necklaces aimed at enhancing everyday elegance during the festive season. The collection also includes a line of minimalist mangalsutras that blend traditional and contemporary styles. Candere products are available through both its physical stores and an online platform connected to Kalyan Jewellers’s e-commerce site.

Other Diwali offers: 

Joyalukkas, Thrissur

Joyalukkas is celebrating the festive season with exclusive offers. Customers can receive a free 1-gram gold coin on purchases of diamond and uncut jewellery worth Rs.1,00,000, and above, and a Rs.1,000 gift voucher on gold and precious jewellery purchases of Rs.50,000, or more. 

For silver jewellery purchases over Rs.20,000, a Rs.500 gift voucher is available. Additionally, HDFC credit cardholders can enjoy a 2% instant discount on transactions of Rs.75,000, and above, with a maximum cashback of Rs.3,000 per card account from October 15 to 31, 2024. These festive offers are valid until November 3, 2024, adding extra sparkle to the season’s celebrations.

Kalyan Jewellers, Thrissur

Kalyan Jewellers is celebrating Diwali with attractive offers such as 30% off on making charges for premium gold jewellery, 40% off for temple and antique jewellery, and 30%-50% off on making charges for plain gold jewellery.

Khimji Jewellers, Bhubaneshwar

Khimji Jewellers’s ‘Raunak Wali Diwali’ campaign is offering 50% off on gold jewellery making charges,  20% off on diamond jewellery making charges, 25% off on the making charges for silver jewellery, and 15% off on silver items. In the semi-precious category, the brand is offering 20% off on the MRP of fashion jewellery, and 10% off on the MRP of 18k CZ jewellery. In the segment of luxury watches, the jewellery brand has announced up to 70% off on the said items.

Divine Solitaires, Mumbai

Divine Solitaires is offering exclusive diamond-studded coins during the festive season. Crafted from 22ct gold, these coins are available in 1-gram, 2-gram, and 3-gram options, priced at Rs.26,264, Rs.42,744, and Rs.60,769, respectively, and each coin features solitaire diamonds weighing 0.10, 0.14, and 0.18 carats. “These diamond coins are a refined take on the traditional Dhanteras purchase,” saysJignesh Mehta, Divine Solitaires, Mumbai. “We’re thrilled to offer something unique and exquisite for our customers to celebrate this season,” he adds.

PP Jewellers by Pawan Gupta, Delhi 

Piyush Gupta, PP Jewellers by Pawan Gupta, Delhi, says, “To make this festive season even more memorable, we are offering an exclusive 35% discount on making charges, and a special gift with every purchase across all our collections.”

As Diwali approaches, the jewellery industry is stepping up to ensure every customer finds something special to take home, undeterred by rising prices that could dampen the festive spirit.