Gold jewellers throw discounts to lure customers

Jewellers are offering up to 20-55% discounts to lure customers amid lockdown restrictions. Demand is subdued but marriage season is expected to give fillip to gold demand. To tap into that sentiment, jewellers are offering discounts. If you plan to buy at current rates, it is Rs 8,000 less than compared to last year and thus, a a great time to buy physical gold.

Akshay Tritiya, considered an auspicious day to purchase gold, falls on May 14 and a company like PC Jeweller is offering up to 30% off on diamond jewellery and making charges of gold and silver jewellery. Kalyan Jewellers is offering up to 55% off on gold jewellery making charges. The company is also offering up to 30% off on platinum jewellery making charges.

Tata Group’s e-jewellery company Caratlane is offering flat 20% off on diamond prices.

These companies are offering different financing options also. While customers can pay via debit card or net banking, cash-on-delivery option is also available. Customers can also make payments via cheques when they get physical delivery of the jewellery order.

“Almost every state government has put some kind of Covid-19 restrictions. Covid-related restrictions impacted retail demand as jewellery stores are either closed or witnessing negligible footfalls,” a jeweller based in Ahmedabad told Money9.

Local jewellers are not offering such online discounts as they have limited presence.

“We try to serve loyal customers via angadia or other routes to deliver physical gold,” said a Surat-based jeweller.