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RAPAPORT... Pure Gold Jewellers estimated that its gold jewelry sales for Diwali surged 40 percent year on year and diamond jewelry sales rose 10 percent. The jewelry retailer didn't provide hard totals. Pure Gold Jewellers created a special Diwali diamond jewelry collection this year and waved making charges on 22-karat gold jewelry.
Firoz Merchant, the chairman of Pure Gold Jewellers, explained, “This is one of our best Diwali sales so far and it is indicative of growing consumer confidence. As gold prices have fallen by almost 25 percent compared to last year, we experienced a surge in gold jewelry sales. Our dedicated festival collection at the best market price and special promotional offers attracted customers."
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