M3 Features

Love for gold on Valentine’s Day

February 14, 2015

Long-stemmed red roses, candle-light dinners, personalized gifts or perhaps a romantic movie outing. All these were considered to be very "romantic" till some years back. But not any more. The 'expectation' of lovers now-a-days has swelled by leaps and bounds and today, no Valentine's Day gift is complete without a diamond ring, or at least a gold pendant if the lover is 'considerate' enough!

Even 10 years ago, the only festivity that the jewellery brands were associated with was Dhanteras. However, the western trend of associating diamonds with the expression of love along with roses and cards first travelled to Mumbai, Delhi and then to Kolkata. While diamonds remain a girl's 'best friend', the gold-loving city doesn't mind giving the yellow metal a fair chance on the lovers' day as well.

Right from heart-shaped diamonds that can be fitted into a ring or a locket to light-weight pendants in geometric or floral patterns or delicate chains and bracelets - one is spoilt for choice. And then there are some traditional jewellers who have also designed special Valentine items in silver and costume jewellery for those who cannot afford gold but would still like to gift a special piece of jewellery to his Valentine.

"Now that I work part time in my father's business and look after his accounts books, my girlfriend expects a gift that she can show off to her friends. So I saved up to buy her a heart-shaped gold pendant that cost me Rs 2500," said Akash Sharma, a B.Com graduate of St. Xavier's College.

A couple at a city lake

And it is not just women who are receiving all the gifts. They are buying gifts their male Valentines as well. Take the case of Anjali Jhajharia, who has bought a silver Ganesh idol for her boyfriend. "He has just joined IBM and I want him to keep this lucky charm on his desktop," she said.

"We have noticed a huge demand for gold jewellery during Valentine's Day, albeit lightweight jewellery because the buyers are mostly young customers. So we have created a line of chains and bangles," said Subir Sen of BC Sen.

The fact that A Sirkar has publicized its heart-shaped diamond on Facebook has naturally created a hype among young buyers and sales people are having a trying time managing the crowd. "We have a wide range of these diamonds from 14 cents to half carat to suit all pockets," said an official of A. Sirkar.

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