Akshay Tritiya: Women Prefer to Buy Light Jewellery

Mumbai: Akshay Tritiya is one of the most auspicious days of the year, and buying gold is one of the most celebrated rituals of this day. As a brand that celebrates the choices and individuality of the women of today, CaratLane, India’s leading omni-channel jeweller conducted a study to discover the new-age perceptions, tastes and preferences of jewellery buyers during Akshay Tritiya, in India.

While conversing with Atul Sinha, Sr. VP Marketing, CaratLane, we stumbled upon some interesting trends from the annual online survey conducted by the brand which included responses of about 800 women.

  • A massive 81.3% of women favoured modern, contemporary and lightweight jewellery over traditional designs.
  • 1% women said that they were more likely to buy diamond jewellery, while 46.2% said they were looking at buying plain gold jewellery, indicating the change in trend towards diamond jewellery.
  • More than 60% of women like to purchase their jewellery only from a well known brand rather than their local jeweller. Women in the age bracket of ‘18-25’ and ‘25-35’ are more likely to shop online.
  • Across all age groups women are buying jewellery for everyday adornment and not investment. Against the general perception, even women above the age of 45 are not looking for jewellery for investment.

“It’s very clear that we are seeing a significant change in the preferences of women when it comes to jewellery. At CaratLane our efforts are focussed on making modern designs for today’s lifestyle that are affordable and can be worn everyday.” Mr. Sinha further added.

For Akshay Tritiya CaratLane has launched a new collection, Madhubani, inspired from a 2500 year old art form originating from Mithila in Bihar. Crafted in 18kt yellow and rose gold with diamonds and gemstones, the collection comprises a whole new range of rings, earrings, necklaces and bracelets. From everyday wear to statement making designs, this collection is a mix of rich cultural heritage and nature’s extravaganza, just like a Madhubani painting.