Bhubaneswar: Uptick in sales brings festive glitter back

BHUBANESWAR: The glitter and shine returned to the market as people thronged jewellery shops to buy gold on Dhanteras. From gold coin to light-weight gold jewellery to precious stones, diamonds, silver ornaments and utensils, customers bought whatever they fancied and more, giving city jewellers much to cheer about.
Jewellery shops claimed that the sale has increased substantially after two years of Covid lull and the rush that started a few days back, was witnessed late on Sunday.
Niharika Swain, in her 40s, said she visiting at least half a dozen jewellery shops and bought a choker necklace set for herself. “On Dhanteras the previous two years, I had bought gold to carry on the auspicious tradition of buying the yellow metal.
But this year I had saved some money and bought a nice gold neckpiece studded with precious stones. Buying gold on Dhanteras brings good fortune for the family,” Swain said. The jewellery stores offered attractive discounts for customers and many had booked jewellery in advance to avoid the last-minute rush.
“The response was very positive and has been beyond our expectations. We witnessed huge footfall across our showrooms this Dhanteras and due to the weekend and moderation in the gold price, it encouraged customers more to visit jewellery shops. In line with the upcoming wedding season, we are also receiving good response for heavier designs from our collection and expecting more sale compare to last year’s Dhanteras,” said Parth Sarthi, CEO of Khimji Jewellers. With the wedding season to begin soon, people bought ornaments for marriage celebrations, and coins and bars for investment during Dhanteras and Diwali, scheduled on Monday.
“All segments witnessed an uptick in demand, be it the lowerpriced or higher-priced segments, gold ornaments or diamond-studded jewellery. People were seen making the most of the offers and discounts by jewellers and buying gold ornaments,” said Rajesh Rath, marketing manager of Malabar Jewellers. Priyambada Das, a 62-yearold customer said, she did jewellery shopping for her son’s wedding, scheduled next month.
“I did not want to miss the discounts given in making charge and free gifts offered by jewellers during Dhanteras. All shops have got nice stock of design in all segments,” she added. Biranchi Narayan Pati, a priest who has been booked to conduct special puja on Dhanteras in several houses, said, “Lord Dhanvantari, who is the god of good health, is worshipped on the occasion of Dhanteras.
Besides, people also worship goddess Laxmi ahead of Diwali.” The last few years people in the state have been celebrating Dhanteras, which is primarily a north Indian festival, in a big way and are buying gold and silver jewellery, utensils, electronic appliances, vehicles and homes on the occasion.