For many families in the city, a visit to their family jeweller today, on Dhanteras, is as important as lighting lamps on Diwali.
On the other side, jewellers also look forward to Dhanteras all year long, hoping to make up for slow sales and lean months.
Unlike last year, this Dhanteras, the gold rate is lower than what it has been the last few months, giving many store owners hopes for a busy shopping day today. However, the low gold rate is not reason enough for people to increase their Dhanteras budget and buy jewellery instead of the traditional gold coins. Gurgaon's Dhanteras shoppers told GT why they would prefer to wait for the remaining festive days to pass before making any major gold purchases and will stick to the traditional coin this year as well. Crowded shops, busy salespersons and 'formality shoppers' make Dhanteras a bad day for investing in jewellery, they say, because according to them, buying an ornament can be done after the hustle-bustle of Diwali is over.
Rashmi Thakur, who stays on MG Road, says, "Buying gold is not like buying clothes. I can't go with an agenda saying, 'Aaj yeh lena hai,' and then buy whatever I see in the first shop I go to. I like doing my research, checking out collections across stores and then buying one good piece. None of that can happen today because there will be so much rush everywhere. The store salespersons will be busy dealing with people buying gold coins. I don't want to buy something in a hurry and then regret it. So instead, I am sticking to buying silver idols of Ganesh and Lakshmi. For gold coins, I can conveniently call my jeweller and tell him, 'Itne weight ka chahiye,' and just go and pick it up later. That can't be done with ornaments."
Ritu Singhal, who stays in DLF phase II, tells us, "Buying a coin on Dhanteras is the tradition - we have always done that in our family, ever since I was a kid. My father started this ritual many years ago. He would buy a coin for our family and for his staff as well. Even now, I follow that tradition and buy silver coins for my employees. For me, Dhanteras is about being traditional, and buying jewellery makes it very commercial. I don't want to mix the two and prefer to buy jewellery on any other day of the year."
Kanika Suri, who stays in DLF phase II, shares with us, "We're among the traditional buyers and have always picked up the shagun ke coins or idols. My mom-in-law and I considered purchasing ornaments this year, but then, we thought that maybe the low gold rate will continue for at least a few days after Diwali. Right now, there are already so many expenses lined up that we don't want to buy jewellery under stress. Gold shopping is an experience in itself where you spend time checking out the collections and enjoy the whole process. That is not possible on a busy, festive day like Dhanteras. So we've decided to stick to coins today and we'll come back after Diwali to buy the bangles we need."
The only people who will be welcoming new jewellery in their house today are the smart shoppers, say Gurgaon jewellers, who will be delivering orders booked in advance in different parts of the city today.
Shruti Goenka, who has her own jewellery boutique in Sector 47, tells us, "Jewellery is an elaborate purchase and always takes time. It can't be, 'Aaj lena hai, chalo let's go pick something up,' kind of shopping. For people who want to welcome new jewellery on Dhanteras, the preparations begin much in advance. I've had many clients book pieces weeks in advance and will be getting their final delivery today."
Gemologist Nidhi Aggarwal, who makes jewellery sets for customers around the city, has sourced coins and idols for today. She says, "For the customary buyers, today is about going and picking up an idol or a gold coin. For people who actually want to buy new jewellery on Dhanteras, the actual purchase happens weeks, even months, in advance. Only deliveries are done today."
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