More buyers, lighter bills: Indian jewellery retailers log strong festive sales

Indian jewellery retailers witnessed robust sales during the Dhanteras-Diwali period, as higher footfalls and improved consumer sentiment fueled growth, despite buyers' cautious approach to ticket sizes. Varghese Alukka, Managing Director of JOS Alukkas, noted that festive sales surpassed last year's figures, primarily due to a broader customer base rather than larger purchases. Walk-ins were notably higher, while average bill values experienced a slight decline, signaling a trend towards more affordable purchases.

JOS Alukkas observed an increase in demand for diamond jewellery and intricately designed pieces, which customers valued for their craftsmanship, even if the making charges were higher. Dr Joy Alukkas, Chairperson and Managing Director of Joyalukkas, credited the strong performance to healthy consumer participation and the favorable correction in gold prices, which encouraged lower-ticket purchases during the festive season.

Lightweight gold pieces and coins dominated sales within the gold jewellery segment, indicating continued demand for accessible options.

BlueStone, a Bengaluru-based retailer, reported a 45 per cent year-on-year growth in business during the period, with average realisations remaining flat, suggesting increased transaction volumes rather than elevated spending per purchase. Similarly, C Krishniah Chetty Group of Jewellers in Bengaluru saw an 18 per cent year-on-year growth in same-store sales, adjusted for inflation, underscoring a rise in customer transactions.

The natural diamond sales surged by 250 per cent on Dhanteras, while lab-grown diamond sales grew by 30 per cent. C Krishniah Chetty Group also reported a resilient consumer sentiment towards gold purchases, with the quantity of gold sold being the fifth highest in the past eight months, surpassing sales in 2025, 2023, and 2020.

However, silver sales experienced a significant decline of 55 per cent, as consumers shifted towards alternative gifting options. This festive season's sales trends indicate a broad-based demand, with a stronger emphasis on affordability, design, and value, positioning diamond jewellery and crafted gold pieces as key drivers for the upcoming wedding season.