The book draws on Adeshra’s nearly two decades of industry experience to address some of the most pressing concerns and common questions on topics such as gold purity, pricing, jewellery selection and many more
Jamshedpur: Siddharth Adeshra, Director, Keshavji Chhaganlal Jewellers, has launched his second book titled ‘Don’t Buy Gold Until You Understand the Truth About Purity, Pricing and Smart Jewellery Buying’, seeking to address some of the most common doubts and challenges faced by customers during the jewellery purchase journey.
The book draws on Adeshra’s nearly 20 years of experience in the jewellery industry and is inspired by recurring customer questions about gold purity, caratage, colour, the Hallmark Unique Identification (HUID) system, and the differences between various metals and jewellery categories. Commenting on the genesis of the book, Siddharth Adeshra, Director, Keshavji Chhaganlal Jewellers, says, “Over the years, I realized that most customers have very similar questions about gold. As these are things we deal with every day, we sometimes fail to understand that these simple questions can be significant concerns for a customer.”
The book explores practical questions such as why jewellery cannot always be made in 24-karat gold, why diamond jewellery is commonly made in 18-karat or 14-karat gold, and the difference between metals such as platinum and white gold. It also addresses consumer concerns around tarnishing, jewellery design and the significant variations in cost across the market.
One key area addressed in ‘Don’t Buy Gold’ is pricing transparency. According to Adeshra, making charges remain among the most frequently discussed aspects of jewellery purchase, with consumers often questioning why some jewellers offer low or zero making charges while others charge significantly higher rates. “The perception customers have about making charges and value addition is an important area. Why are some jewellers selling jewellery at very low making charges, while antique jewellery can command much higher charges? The book attempts to help customers understand these differences,” Adeshra explains.
Adeshra emphasizes that the title should not be interpreted as discouraging consumers from purchasing gold, nor is the book linked to current elevated gold prices. Instead, its objective is to improve consumer awareness and help buyers make more informed decisions when buying jewellery.
While Adeshra’s previous book ‘Beyond the Finish Line’ drew parallels between endurance sports and entrepreneurship and incorporated learnings from the century-old jewellery business of Keshavji Chhaganlal Jewellers, ‘Don’t Buy Gold’ has been positioned as a guide for the wider jewellery-buying public. “This book is for any and every customer who wants to buy gold. The idea is simply to tell them how they can buy jewellery smartly,” Adeshra says.
Ultimately, ‘Don’t Buy Gold’ positions consumer education as an important part of the jewellery retail experience, helping buyers better understand what goes into the products they purchase and make more confident decisions at the jewellery counter.
Keshavji Chhaganlal Jewellers, established in 1925, currently operates three stores in Jharkhand, including two in Jamshedpur and one in Ranchi.
Written by Zara Fernandes
Retail Jeweller India Exclusive
