The rush for gold purchase began for Dhanteras with shops opening as early as nine in the morning. Jewellery outlets on Monday, were bustling with customers, who were all set to give a boost to the sales. And, the gold rate being as high as `2520 per gram did not stop them from flocking to the jewellery stores. Amidst managing the increasing foot falls at his shop, Pavan Mor of Mor Jewellers says that they have had an impressive number of customers ahead of Diwali this year. Compared to the previous years, people have bought a large amount of jewellery this time. The average bill that they have recorded this time is `70,000 while many customers have bought jewellery worth `2 lakh- 3 lakh. Diamond rings, lockets, uncut diamond jewellery, temple and bridal jewellery have been a rage this season. Silver ‘Pooja’ items are also selling fast as the silver price has come down, says Pavan speaking to Express. The shop is also attracting customers by offering them free gold and silver coins on various purchases. “What has been a huge hit is that we click photographs of customers’ while they are shopping and give it to them along the bill. People like to remember the occasion when they invested money in jewellery,” he adds.And, that’s not all. Visitors and buyers at other jewellery outlets like Kirtilals, GRT and Khazana were also complimented with gift packs small household articles like spoons and grinder/coffee-maker, respectively. Manager, Raghunath at Kirtilals says,”We have managed to attract many customers this year when compared to last year with a discount of `100 off per gram rate resulting in an eight per cent rise in our sales since morning.” The outlets observed that the customers opted for light weight jewellery like ear rings, finger rings and pendants. “Keeping the tradition of Dhanteras alive, I am purchasing an ear ring worth `5000. However the gold price today does not seem that high for an economic shopper like me,” says Sheela, a private employee, who was shopping at Kirtilal Jewellers.Furthermore, various jewellers showered their customers with offers such as 10 per cent discount on the gold rate per gram or awarding a jewellery item worth 20 per cent of the purchase made as a token of gratitude. Sales have increased by 50 per cent this year says Venkat, manager at GRT. He further elaborates by saying that “Dhanteras festival fetched them a 30 per cent rise in their sales in the past month with pre-booking from about 400 customers.” On the same note, Bosco, general manager at Malabar Gold claimed that there was a 50 per cent hike in their sales by evening when compared to last year Dhanteras.Dhanteras fever was not just restricted to gold outlets but also reflected at some of the diamond outlets in the city. The diamond collection of 18 carat gold with star and flower stone designs which were launched exclusively for Dhanteras fetched a decent increase in their sales. “About six to seven customers were purchasing such items every day since one month. Customers mostly purchased ear rings and finger rings of VVS clarity diamond which gave a fair hike in our sales this month alone when compared to the average annual sales,” said Parveen, sales superviser at D’Damas outlet in the city. All the jewellery outlets functioned till late night to accomodate the late shoppers as well.Shopaholics have a cracking timeThe festive season, which began on an uncertain note, gathered momentum two days ahead of Diwali. Monday being Dhanteras, festive fervour gripped the people who literally crowded malls and shops all day. Clothes, jewellery, electronic gadgets, diyas, it was a day for shopping for all. Festivals are synonymous with new clothes and since it’s Diwali, people do not mind splurging a bit more. Uppada, Samudrika, Shimmer, Crepe and Benares net sarees are selling like hot cakes. Sarees in demand are the ones between `2000-`6000, says Shankar, section manager of RS Brothers. Electronic gadgets too are a much fancied lot. “In the last four days, we have sold about 1000 pieces of LED and LCD television sets,” reveals the staff of Balaji Electronics in Punjagutta. Towards the evening, major shopping areas were bustling with hectic activity.
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