Rakshabandhan 2024: Jewellers opt for customisation in rakhis and jewellery, focusing on wearability 

Some jewellery brands are moving towards rakhis that can be used on pendants or be worn as bracelets, while some others have observed gemstones and colourful jewellery becoming more popular among the younger generation 

Mumbai: Rakshabandhan has always been an ideal occasion for exchanging gifts and in most parts of the country, this festival marks the start of the festive season. On this occasion, the jewellery industry generally sees an active purchase of jewellery for gifting purposes. 

Speaking about their activities for the occasion, Mohit Chopda, Marketing & Sales Head, New Shriniwas Jewellers, said that the brand has been retailing lab-grown diamonds for the last 7-8 months and close to Rakshabandhan, launched their lab-grown diamond brand Ella in Nashik, keeping in mind the preferences of the young generation.

“Over the years, we have noticed a certain trend in the way the festival is being celebrated. Earlier, it was just about an envelope and coins. But now, people purchase silver jewellery and we have observed people gift gemstones and birthstones to their sisters, which in turn can be used on jewellery,” he said. The brand also noted another trend with regard to customisation, observing that people planned their purchases 15-20 days in advance, putting in greater thought behind the gifts. 

Rare Jewels – A Ranka Legacy’s collection, featured both traditional rakhis crafted with jadau and gold, as well as fine jewellery pieces that can be worn as statement bracelets. This mix catered to different preferences, with many younger customers opting for fine jewelry as a versatile gift option.

“Sales were strong, showing an improvement over last year, as customers increasingly sought customized designs and exclusive pieces. We noticed a trend where traditional Rakhis were complemented by jewellery gifts, particularly among younger buyers who are now investing in fine jewellery to make the occasion more special” said Sheetal Ranka, Co-Founder, Rare Jewels – A Ranka Legacy. 

Crisanto Jewels recently paid a tribute to 100 years of Disney through a collection titled ‘Disney Sparkle with Crisanto Jewels’. The collection, launched for Rakshabandhan, was planned well before the occasion with offers and promotions for a limited period. The brand also curated a Rakhi collection featuring silver rakhis and silver evil eye bracelets for men and women.

“The collection is an ode to Disney and reflects our love for children. Hence, we planned this exclusive collection, which starts at a price range of Rs 10,000. We noted a surge in walk-ins with the launch of the collection, with 90% of the inquiries and store visits coming from new customers,” said Bharti Bangur, Proprietor & Designer, Crisanto Jewels. 

An interesting shift in the trend that Anjali Jewellers noted was that consumers are now choosing gold, silver and diamond rakhis, treating it as a long-lasting asset.

“The rakhi can be used as a pendant or as a bracelet in some cases,” commented Annargha Uuttiya Chowdhuury, Director, Anjali Jewellers Private Limited. “We have not promoted the occasion extensively, but we do have a vast collection of gold and silver rakhis that our customers prefer to buy from us. The trend for the occasion is small gift items and jewellery, which we make such that people can use the pieces as pendants also after Rakhi is over”. 

Brands such as Prasad Jewellers launched a collection of lightweight gold and silver rakhis to which customers responded well within a week of its promotion on social media. “This year, we have noticed that people are purchasing 925 silver jewellery for gifting to their siblings since it is budget-friendly, and the designs are trendy. We have maintained a collection of such jewellery and have promoted it online as well,” said Mohit Prasad, Managing Director, Prasad Jewellers. He also commented that the affordability of the silver rakhis, priced between Rs. 350 to Rs. 1000, made them popular.

Gargi by P N Gadgil and Sons’ Rakhi Collection features a combination of elegant designs and affordability. Featuring over 120+ unique designs, the collection comprises motifs like Om, Swastik, Ganesha, and Shri, each crafted to embody India’s rich cultural heritage. Priced competitively, these 92.5 Silver Rakhi’s are designed to be both beautiful and accessible.

Aditya Modak, co-founder of Gargi by P N Gadgil and Sons, said, “At Gargi, we believe that every Rakhi tells a story of love and tradition. Our collection is designed to honour the sacred bond between siblings while reflecting the elegance and beauty that our brand stands for. We are committed to making this Raksha Bandhan memorable for families across India.” 

Multani Jewellers focused on colourful rakhis with a variety in designs this festive season. The brand promoted its Rakshabandhan offerings on social media for greater impact.

“As trends come and go, delicate diamond jewellery pieces for everyday wear, along with gold jewellery has been consistent. In terms of trending pieces, currently, layered necklaces, floral themes, as well as animal-shaped motifs on necklaces, pendants and rings are also trending for this festival,” said Keshav Datta Multani, Director, Multani Jewellers.

Khurana Jewellery House moved away from the heavy and intricate jewellery this Rakshabandhan and instead focused on personalised wearable designs with their Colour Crush collection. The jeweller observed that the younger generation of customers was more inclined towards buying meaningful and dainty jewellery that could be worn at all times. 

“These can be a friendly reminder of a beautiful gift from a brother to a sister or a sister to a sister. Also, this line was launched in a very affordable pricing range, starting from Rs 50,000 going up to about Rs 1.5 lakh with bracelets, earrings and pendant sets, which we have promoted in-store”, said Soumya Khurana, Director, Khurana Jewellery House. 

The brand also paid keen attention to the visual merchandising and online promotion of the new line. Apart from crafting customised rakhis for men with gold initials, meenakari work or sand, the brand also delved into making a campaign for gifting and saw a growth of about 13-15% in its daily product range during this time, as the market picked up. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive