Dhanteras 2024: A season of prosperity, investment, and evolving jewellery choices

Dhanteras sees a surge in demand for gold, diamonds, and precious metals as consumers favor lighter, versatile designs over pure gold. Younger buyers prefer silver for its affordability and rising value. Investment motives now drive sales, with gold prices nearing INR 80,000, making jewellery both a symbol of festivity and a lucrative asset.