Bitten by the gold bug

Huge Rush

Last month, when the gold prices dropped, jewellery stores across the City suddenly witnessed an unbelievable rush. And the frenzy has not stopped. Jewellers across the City have decked up their shops and introduced attractive prices to bring in as many customers as possible.

Bangaloreans are taking advantage of the situation and buying little pieces of jewellery during this auspicious time of Akshaya Tritiya. Silver, gold and even diamond jewellery is flying off the shelves.

 The belief is that one’s wealth will double if they buy jewellery on this day but this isn’t the only reason people are flocking to the jewellers — they are also going for the latest designs and because they feel gold is a safe investment.

Says Lakshmi, a homemaker, “Though we don’t believe in it, my aunt once bought a piece of jewellery on Akshaya Tritiya, which proved to be lucky for her. Since then, she makes sure she buys at least a small coin, if nothing else.”

There are sceptics, of course, who say that the trend is relatively new. “It’s just an easy way for jewellers to pull in more customers and increase sales. And the superstition has many people believing that it will be lucky for them to buy gold,” says Tharun, a professional.

The jewellers are not complaining, of course. Stores have given attention to everything, especially designs that cater to all age groups and tastes. Some stores have even brought in attractive offers for early birds.

“To avoid the rush on that day, we have allowed customers to come early, book the jewellery they want to buy and pick it up on May 13,” says Sirish, an assistant manager at a jewellery store in the City. More than bangles, earrings and chains are in demand this season.

“A lot of people this year are going in for earrings and daily-wear chains. And other than the traditional gold, people are trying out silver, platinum, diamonds and even rubies,” adds Sirish.

As for the designs, the stores are stocking up on traditional temple jewellery, which many jewellers say is the in-thing for the ongoing wedding season. “Traditional jewellery has always been a classic trend that will stay in fashion for years to come. Hence, the demand for that is constant. The older generation always looks for traditional cuts but the younger generation prefers more modern and trendy designs,” says Jyoti, a jewellery designer.

Prakruthi, a student, says she prefers lightweight jewels to the heavy ones. “Lightweight jewels are very popular these days and many stores have them in very interesting patterns. I prefer them as they suit all occasions and are easy to handle. Moreover, they are also affordable,” she adds.

People from the glamour industry too have been bitten by the gold bug. Actress Neettoo says that she does buy something in gold on Akshaya Tritiya.

 “I do adhere to the custom, only because we have been observing the day for years now. Usually, my mom makes it a point to buy something in gold. If there is nothing impressive, she buys a coin. I prefer something simple and elegant,” she says.