12 Kolkata: One in five buyers this Dhanteras was a new earner who chose gold despite the price of the metal spiralling upwards. The young ones, who used to be keen on metals other than gold for their day-to-day use, started shifting to gold this time, city jewellers said.
"I have not seen the young buyers taking so much interest in gold jewellery before. This was a surprise as we were expecting them to buy other metals," said Rupak Saha, zonal member of the Gem and Jewellery Trade Council of India.
Divya Das (26) from north Kolkata felt that gold jewellery designs have undergone drastic changes and can now gel with western outfits. "I had a budget in mind. But as we went through different designs, it went beyond my budget. However, I did not mind spending a bit more as it remains an investment," Das said.
"There is a shift in preference for the young buyers. Earlier, we saw them buying lightweight jewellery, mostly for daily use. This time, they are more into heavy jewellery. This is a new trend," said Anarghya Uttiyo Ghosh, director of Anjali Jewellers.
Dimple Acharya (28) from south Kolkata could not visit a jewellery shop on the day of Dhanteras. "I placed an order with a jeweller as I was busy with work. I may not wear gold jewellery on a day-to-day basis but gold has its own grandeur during occasions like weddings. I can see the change among my friends, too. They have started buying gold despite its high price," she said.
"Gold is more of an investment even for the young buyers who are more aware of the geopolitical scenario. A little less than half of the buyers we saw on Dhanteras day were under 35 years of age. Some of them might have just started earning," said Subhankar Sen, MD and CEO of Senco Gold.
Shubadip Roy, designated partner of Bengal Jewellery, said that the average bill size was more than what they had expected this Dhanteras. "There was a sizeable young crowd that preferred new designs. A high price of gold actually reposed their faith in the metal. It seems that the demand for gold during the wedding season will remain equally bullish," he said.