How to lock current gold prices ahead of Dhanteras and buy jewellery a week later

Indian jewellers are seeing a surge in advance bookings for gold and diamond jewellery before Dhanteras on November 6, driven by recent dips in bullion prices and the approaching winter wedding season, prompting shoppers to plan early.

Despite high gold prices and ongoing market fluctuations, retailers are introducing price‑protection schemes that let customers lock in rates before finalising purchases, aiming to draw buyers before the festive season and rebound from the slower Dussehra sales.

Suvankar Sen, managing director and CEO of Senco Gold & Diamonds, noted that pre‑orders are comparable to last year’s levels, with customer sentiment, footfall and purchase intent rising over the past three to four months. The firm projects more than 20 % year‑on‑year growth during the festive season.

Jewellers are seeing strong uptake for advance‑booking offers; retailers such as Kalyan Jewellers and Joyalukkas now let customers lock in gold prices by paying an advance, mitigating the risk of price hikes, and allowing purchases to be finalized nearer to Dhanteras under the scheme terms.

Bullion market reports show 24‑carat gold trading at roughly Rs 1.42–1.44 lakh per 10 grams and silver at about Rs 1.95–1.96 lakh per kilogram, though short‑term price direction remains uncertain due to global instability, central‑bank buying and currency fluctuations.

Wedding season boosts jewellery demand

The approaching winter wedding season is further stimulating jewellery demand, as retailers note growing interest in both traditional festive buys and high‑value bridal pieces.

Yash Kataria, CEO of Kataria Jewellers, forecasts a 35–40 % rise in Dhanteras sales versus 2025, with antique and heritage 22‑carat gold designs drawing buyers and polki and diamond jewellery gaining traction in select markets.

Jewellers are seeing strong demand for heavy bridal jewellery for weddings and special events, as shoppers seek pieces that blend classic designs with contemporary styles.

Meanwhile, high gold prices push some buyers toward lightweight, everyday‑wear pieces, while old‑gold exchange programs let customers apply the value of existing jewellery to new purchases; Senco Gold & Diamonds says such exchanges represent over 50 % of its business.

Consumers are also exploring styles beyond traditional gold, such as polki, rose‑cut diamonds, coloured diamonds and unique finishes, indicating shifting preferences among festive shoppers.

For jewellers, the main challenge is turning advance bookings into final sales while serving cautious consumers amid high gold prices; festive sales success will hinge on converting advance orders, bridal jewellery demand, and sustained uptake of exchange and price‑protection offers.