Gold has not lost its sheen in spite of its rising prices. The high price tag has led to the
emergence of a new breed of customers — 'sensible' buyers.
The current wedding season has the yellow metal already touching the Rs 17,000-mark but gold
jewellery is already flying off the shelf with neither silver nor imitation pieces finding
favour with the consumer. "Gold has become very expensive. It, however, commands the same
significance with the only difference that people are buying it cautiously. While the
quantity one buys has reduced, the demand for quality work within the same range has shot
up," said Dhruv Talwar of Talwarsons in Sector 22.
The speculation that rate of gold may increase to Rs 20,000 in the coming months has made
people buy it within the 'safe' time. "Those who do not require buying it immediately too
are going for gold. The trend so far is that of the metal touching the roof. So people are
playing safe and stocking it up," says Anil, manager at Tanishq showroom in Manimajra. He
adds that families that have weddings as late as in February are buying gold in the current
season.
Gold also has a reputation of being a good investment which is another reason that its
exorbitant tag is no deterrent for customers. Punjabis penchant for ostentatious weddings
too has added more glitter to the purchase of gold. "The sale in this region has never been
affected no matter what price gold is commanding. Punjabis love to flash wealth and they do
not really think twice before spending. Gold clearly finds favour with our clientele in the
region. No imitation jewellery for them, only pure metal attracts their fancy," shares
Talwar.
emergence of a new breed of customers — 'sensible' buyers.
The current wedding season has the yellow metal already touching the Rs 17,000-mark but gold
jewellery is already flying off the shelf with neither silver nor imitation pieces finding
favour with the consumer. "Gold has become very expensive. It, however, commands the same
significance with the only difference that people are buying it cautiously. While the
quantity one buys has reduced, the demand for quality work within the same range has shot
up," said Dhruv Talwar of Talwarsons in Sector 22.
The speculation that rate of gold may increase to Rs 20,000 in the coming months has made
people buy it within the 'safe' time. "Those who do not require buying it immediately too
are going for gold. The trend so far is that of the metal touching the roof. So people are
playing safe and stocking it up," says Anil, manager at Tanishq showroom in Manimajra. He
adds that families that have weddings as late as in February are buying gold in the current
season.
Gold also has a reputation of being a good investment which is another reason that its
exorbitant tag is no deterrent for customers. Punjabis penchant for ostentatious weddings
too has added more glitter to the purchase of gold. "The sale in this region has never been
affected no matter what price gold is commanding. Punjabis love to flash wealth and they do
not really think twice before spending. Gold clearly finds favour with our clientele in the
region. No imitation jewellery for them, only pure metal attracts their fancy," shares
Talwar.
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