Millennials choose low-value designer silver jewellery this Valentine's Day

Gold jewellery sales plunge on unaffordable high bullion price

Steep gold prices have weakened buying sentiment, not only for the middle class, but also for the rich and super-rich consumers in the ten-week season which began with Christmas and ends with Mother’s Day on March 8.

While the middle class seem to have stopped placing new orders for bullion purchase, millennials have shifted to designer silver jewellery and low-value handcrafted gold ornaments this Valentine’s Day to offset high prices with low-ticket size purchase. “Many jewellery manufacturers and retailers have launched handcrafted pieces by designers in silver jewellery, which are studded with lucrative coloured gemstones, to attract customers. With a good