People throng jewellery shops on Dhanteras

On the occasion of "Dhanteras" a day considered auspicious for the sale and purchase of gold and other jewellery, people headed for jewellery stores in their vicinity to buy ornaments, as retailers attracted customers with discounts. per Hindu tradition, Dhanteras is considered highly auspicious for buying gold or silver. It is believed that any new venture undertaken on this day guarantees good results

Gold jewellery sales doubled in Rajkot as shoppers thronged markets ahead of Diwali.

An excited shopper, Neelja Sajaan, said buying gold on the auspicious occasion of Dhanteras brings good luck.

"Buying gold is considered auspicious on this occasion. People buy silver also. Silver coins, God's idol or anything. Silver is the ideal metal for God. We came here to purchase these, and I checked some jewellery also. I thought I should buy some jewellery because gold is cheaper on Dhanteras," said Sajaan.

Gold price for this year is rupees 27,000 per 10 grams, which is lower as compared to rupees 30,000 per 10 grams during the same period last year.

Meanwhile, a jeweller, Dipak Chokshi, said the response from customers was overwhelming owing to comparatively low gold prices.

"Compared to last year, the price of gold is quite low this year and the percentage of customers buying gold and diamond jewellery is quite high. The booking rate is also high compared to last year. Certainly, the sales have gone up this Dhanteras," said Chokshi.

He added that this year the sale has increased to more than 35 per cent compared to last year.

According to India Bullion and Jewellers Association (IBJA) gold prices are likely to fall to rupees 23,000-24,000 per 10 grams by Diwali.

Meanwhile, along with gold, the demand and sale of diamond jewellery also increased this year and earrings, necklaces, chains or coins are all products in high demand.

A customer, Shruti Singla, said it is sensible to purchase diamond jewellery at this time as stores offer good discounts.

"It's important and auspicious to buy jewellery on Dhanteras and every woman likes it. So, I have selected this diamond jewellery and bought it. We are getting good discounts also. The designs are great and I bought a diamond set," said Singla.

Even at Patna, the markets witnessed brisk business.

Although the price of gold has been fluctuating over the past week, it did not deter customers to shell out some extra mullah from their pockets for high quality gold.