Indian jewellery retailers saw strong sales during the Dhanteras-Diwali period as customer footfalls rose. Many buyers chose lightweight pieces and gold coins over expensive items. Managing Director Varghese Alukka said, “More people bought, and many chose lighter pieces and coins.” Overall, businesses reported healthy growth despite smaller average bills.
Jewellery retailers reported healthy growth in sales during the Dhanteras-Diwali period, driven by higher customer footfalls and improved consumer sentiment, even as buyers remained conscious of ticket sizes and gravitated towards lightweight jewellery and gold coins.
JOS Alukkas Managing Director Varghese Alukka said festive sales were better than last year, with growth coming from a wider customer base rather than higher-value purchases. Walk-ins were significantly higher, while average bill values dipped slightly, indicating a shift towards more affordable purchases.
“More people bought, and many chose lighter pieces and coins. For us, a wider customer base is a healthier kind of growth than relying on a few large purchases,” he said.
Diamond jewellery also saw a spike in demand, alongside a preference for intricately crafted pieces despite their higher making charges. “Customers are buying lighter, but they want more craftsmanship in what they buy. They're spending on design, not just on weight,” Alukka said.
Joyalukkas reported a 25 per cent growth in overall sales during the Dhanteras-Diwali period compared with last year. Chairperson and MD Dr Joy Alukkas attributed the performance to healthy consumer participation, with the correction in gold prices encouraging purchases.
Within gold jewellery, lightweight pieces and coins led sales, reflecting continued demand for lower-ticket purchases during the festive season.
Bengaluru-based jewellery retailer BlueStone recorded 45 per cent year-on-year growth in business during the period, while average realisations remained flat, indicating an increase in customer transactions rather than higher spending per purchase.
At Bengaluru-based C Krishniah Chetty Group of Jewellers, inflation-adjusted same-store sales grew over 18 per cent. Natural diamond sales surged 250 per cent on Dhanteras, while lab-grown diamond sales grew 30 per cent. The retailer also reported stronger demand from younger consumers.
Dr C Vinod Hayagriv, Director of C Krishniah Chetty Group, said consumer sentiment towards gold purchases remained resilient despite the sharp rise in prices over the past 12 months. “The quantity of gold sold was the fifth highest in the last eight months, beating 2025, 2023 and 2020,” he said.
Natural diamond sales were up 250 per cent on Dhanteras and 47 per cent compared with the corresponding period last year. Silver, however, saw a 55 per cent decline, with consumers shifting to alternative gifting options, Hayagriv said.
Sales trends point to a festive season in which demand remained broad-based, but purchasing patterns reflected a greater focus on affordability, design and value. Retailers are also looking to carry the momentum into the upcoming wedding season, with diamond jewellery and crafted gold pieces emerging as key demand drivers.