SURAT: Even the record high gold prices could not dampen the spirits of cash-rich Surtis when it came to splurging on gold and diamond-studded
jewellery on the auspicious day of Dhanteras.
This was evident on Thursday as Surtis thronged the jewellery shops for the big purchase of jewellery articles and gold coins. Interestingly, the jewellers witnessed a strong move towards the diamond jewellery, which registered a 40 per cent growth compared to the last year.
"Compared to last year, there is a 20 per cent increase in the jewellery sales on Dhanteras," informs Tushar Choksi, president of Surat Gold Jewellers Association.
Choksi, however, said the consumer preference of gold jewellery has changed with the soaring prices of gold. Now, most of the consumers who feel gold as safe investment have been opting for the diamond studded gold jewellery rather than buying plain gold jewellery.
For Vishal Makwana, senior manager with a private life insurance company, purchasing gold only as token for the auspicious day is better. But, he went to the jewellery shop with his wife Neha on Thursday to buy a diamond-studded pendant costing Rs 7,000 and a gold coin of two grams.
"Gold is very costly. Thus, my wife and I decided to opt for the diamond-studded pendant and a gold coin. Had it been a gold pendant, I would have to cough up Rs 15,000 to Rs 20,000," said Makwana.
Even the jewellers in Valsad town, one of the biggest markets for gold jewellery, registered a significant growth in the sale of gold and diamond-studded jewellery on Dhanteras.
"There has been a record sale of gold and diamond jewellery. Compared to last year, we have registered a 25 per cent growth in the jewellery sales. The consumers thronged the shops to buy diamond and gold jewellery," said Ketan Shah, owner of Shah Virchand Govanji Jewellers, at Valsad.
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