The Indian festive season is beckoning consumers to purchase, and jewellers are keeping their hopes high. The good news is that this year, overall jewellery sales are turning out better as compared to last year.

Dhanteras and Diwali are festive occasions when gold is traditionally purchased for its auspicious symbolism, but consumers also indulge in luxury products to mark the celebrations. This year, market feelers for the jewellery segment are directed at a substantial growth in diamond jewellery purchase, reports say. Across the country, leading retailers like Tanishq and Kirtilal Kalidas Jewellers are already experiencing good growth in diamond jewellery sales, and are positive of a 15-20 percent growth reports say.

Gold jewellery and gold sales per se may increase in value, but its high prices could affect sales volumes, although some big retail names in the market are experiencing good sales. It is the urban markets that are picking up the trend of diamond jewellery, while gold jewellery seems a favourite with the traditinal consumer.

Retailers are lining up various collections for the festive season and luring buyers with special festive discounts during Dhanteras and Diwali.