The All India Gem and Jewellery Domestic Council (GJC) notes that popular choices this season include lightweight designs, hallmark-certified gold, and investment-grade pieces, with families planning weddings in 2026 engaging in early purchases to lock in current rates. According to GJC, this trend in smart, strategic buying is projected to contribute to a 12–15% growth in gold sales this festive season.
Speaking on the festive trends, Atul Sinha, COO of CaratLane, said, “Consumer interest is very strong heading into Dhanteras this year. Customers are visiting stores early for festive and wedding-season purchases, showing optimism and readiness to celebrate.”Sinha noted that while gold prices are high, Indian consumers rarely postpone jewellery purchases for traditional occasions. Instead, buyers are adjusting budgets by exploring lightweight designs, lower karat gold like 9KT and 14KT, or diamond-studded pieces, blending emotional and material value.
Piyush Gupta, Director of PP Jewellers by Pawan Gupta, echoed similar sentiment, stating, “Dhanteras has always been an auspicious occasion for buying gold, as families see it as a symbol of prosperity and good fortune. Despite higher prices this year, we believe the sentiment of tradition will continue to drive demand. Gold is not just a purchase, it is an emotion tied to wealth security and family celebrations.”
He added, “We expect volume sales to be around 20% lower compared to last year, but in value terms this translates into a healthy 15–20% growth.”
Sandeep Kohli, CEO of Indriya – Aditya Birla Jewellery, said, “High gold prices are making consumers more measured in their purchases. Many consumers are also opting for lighter, and lower-karat gold jewellery but a clear trend that is emerging is—Consumers are becoming even more discerning, seeking superior designs, uncompromising quality, exceptional service, and above all, trusted brands. This is precisely why, even in times of elevated gold prices, a young brand like ours continues to attract and retain customers.”
Ricky Vasandani, CEO & Co-founder of Solitario Diamonds, also observed that “consumer sentiment remains buoyant. High gold prices have made buyers more selective, but the intent to purchase hasn’t diminished. Many are opting for lightweight, design-rich pieces or exploring lab-grown diamonds, which offer luxury, value, and sustainability. Gold coins and bars continue to attract investors seeking tangible assets, though consumers are balancing traditional gold with fine diamond jewellery.”From an investment perspective, experts stress the enduring value of gold and diamonds.
Samit Guha, MD & CEO of MMTC-PAMP, said, “Gold’s cultural significance during the festive season has a proven track record as a hedge against economic changes. Consumers continue to invest in 24K gold products and are considering coins, bars, and digital gold as safe and convenient alternatives.”
Darshan Desai, CEO of Aspect Bullion & Refinery, highlighted macroeconomic influences, noting that “gold prices remain high due to global factors such as potential interest rate cuts, trade tensions, and central bank buying trends.
“Seasonal demand during Dhanteras and Diwali will further drive domestic gold purchases,” he added.
Diamonds are also seeing growing popularity, especially among millennials and Gen Z consumers.
Eshwar Surana, MD of Raj Diamonds, said, “With rising disposable incomes and shifting preferences, diamond-studded jewellery—crafted with minimal gold—is gaining traction. The bridal market is seeing a shift toward natural diamonds, while lifestyle-oriented designs for everyday wear are in demand.”
Kaushlendra Sinha, CEO of the Indian Association for Gold Excellence and Standards (IAGES), emphasised trust and authenticity, adding, “Consumers today seek certified and hallmarked gold, valuing transparency, ethical sourcing, and long-term assurance. Young buyers are making informed decisions, choosing jewellery that combines contemporary design with traditional appeal.”
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