Influenced by social media, celebs... Gen Z is driving jewellery sales this Aadi season
As the Chennai Times Aadi Shopping Festival campaign takes centre stage this
Aadi
season, jewellery stores in Chennai are witnessing a sparkling frenzy as customers hunt for the latest designs, irresistible offers, and timeless pieces that promise both elegance and investment value.
'Chennai sees a remarkable surge in gold sales every Aadi,' shares S Deepak, area sales manager at a jewellery store in Anna Nagar, and adds, 'During this season, due to offers, discounts, and new collections, sales surge by 35–40% in the city.'
The trending designs of this festive season
Deepak adds, 'Our new collections this year are inspired by traditional gold designs with a modern twist, catering to both older customers and Gen Z. Fast-moving collections for officegoers and IT professionals include gold chains, earrings, and rings.
For women, the popular picks are bangles, thali chains, saradu , mugappu chains, and necklaces.
'We're seeing a lot of demand for modern patterns that can be worn at parties or work,' shares Meera Krishnamoorty, quality assurance technician at a jewellery store. 'Customers are asking for hallmarked jewellery that balances purity with unique, contemporary styling,' she adds.
Satisfaction, not price, the real driving force
While the price of gold has been on the rise, customers say buying gold during Aadi goes beyond cost.
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'For us, it's not just about the price; it's about buying something that brings happiness and prosperity into the home,' says Kavitha Ramesh, a customer from Mylapore. Another shopper, Rajeshwari Murugan from Velachery, adds, 'This is the time when we feel it's lucky to make big purchases.'
Gen Z is setting the trend
This Aadi festival, there's a marked shift, with young buyers influencing jewellery trends, say gold experts. 'Social media has played a huge role, with Instagram-driven designs, like customised name pendants and trendy ear cuffs, topping the wishlist,' says Deepak.
'Lightweight, stylish pieces that blend tradition with a modern edge are in high demand, driven by social media trends, celebrity-inspired jewellery, and mix-and-match layering styles.
Gold is no longer just a wedding or investment purchase; it's becoming a personal statement for Chennai's youth,' sums up Anand, a jewellery designer.
The smart way to shop for gold
Jewellery experts advice customers to keep these key pointers in mind before making a gold purchase:
Check for BIS hallmark:
Always ensure the jewellery has a BIS (Bureau of Indian Standards) hallmark for authenticity and purity
Know the karatage:
Pure gold is 24K, but it is too soft for jewellery. Most ornaments are 22K (91.6% pure) or 18K (75% pure)
Price calculation:
Gold price = (Gold weight x Today's gold rate) + making charges + GST. Compare rates before buying
Ask for certification:
For jewellery with diamond and gemstone, request a quality and authenticity certificate
Buy from reputable sellers:
Established stores with transparent billing and return policies are the safest option
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