Shree Riddhi Siddhi Jewellers is one such store that has introduced lightweight jewelries in a bid to attract consumers that are refraining from making fresh purchases due to soaring prices. [break]
“We have recently introduced commonly used jewelries in lesser weight. The only difference is these jewelries weigh just half of the regular jewelries of the same type,” said Sajni Chitrakar, sales executive at Shree Riddhi Siddhi Jewellers.
Price of gold has crossed Rs 60,000 per tola (11.664 grams) mark in the domestic market. It is higher by more than Rs 10,000 per tola compared to price recorded during the same period last year.
New Road-based Tejmin Jewelers have also introduced new range of lightweight jewelries. Pramod Ratna Shakya of Tejmin Jewelers said his store has started selling jewelries of lighter weight to woo costumers amid preset price surge. “These jewelries have similar designs compared to other jewelries that are prepared as per the normal trend. But they are cheaper because they are made using lesser quantity of gold,” said Shakya.
Chitrakar said her store adopted the concept of lightweight jewelry mainly after consumers in the present spate of soaring gold prices started cutting their demands. "In fact, the idea dawned upon us after some of the customers started placing demand for jewelries made with lesser quantity of gold to suit their budget," said Chitrakar.
Officials at Shree Riddhi Siddhi Jewellers said overall transaction of the store till August remained mere half of what was recorded last year. “The number of customers, however, has picked up in recent weeks with the onset of festive seasons, including Teej,” said Chitrakar.
Under its lightweight jewelry range, customers at Shree Ridhi Sidhi Jewellers can buy a plain gold necklace at Rs 35,000, well-designed gold necklace at Rs 60,000 and finger ring and ear ring at prices starting from Rs 10,000 onwards. Similarly, traditional gold sets (Tilahari and Mangalsutra) are also available from Rs 7,000 onwards.
“This is the first time we are offering jewelries at such a low price,” added Chitrakar.
Sumitra Sharma, who was busy selecting jewelries when Republica caught up with her at a jewelry shop, said she bought a necklace of 1.5 tola even though her initial plan was to buy a necklace of 2 tola. “The necklace of 1.5 tola looks similar to one which I had wished to buy before," she said.
Tejmin Jewelers has introduced gold jewelries at prices ranging between Rs 1,000 and Rs 58,000 for this festive season. “The specialty of these jewelries is that they look heavy and attractive even though they come with lesser weight,” said Shakya.
Apart from introducing lightweight jewelries, jewelers are also offering up to 50 percent discount on working charge on gold jewelries. The offer will last till the end of this festive season.
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