Shruti Hassan is the face of India Jewellery Shopping Fest

Hyderabad: Indian film actress Shruti Hassan was announced as the brand ambassador of India Jewellery Shopping Festival (IJSF) 2023 organised by All India Gem and Jewellery Domestic Council (GJC). Gold is the one commodity, whose value had been continued and increased since ancient civilizations to the current scenario, she said in a road show of this shop-in-shop event in Hyderabad on Monday.

Speaking about her favourite jewellery, she said: “I like temple jewellery, Kundan jewellery, pearls, and simple, elegant & traditional jewellery. I bought most of my jewellery from Hyderabad and Tamil Nadu. I am not obsessed with gold. I bought a lot of pearls from Hyderabad. I don’t follow trends, but I prefer such jewellery which should help carry energy. I prefer to choose what I like the most.”

Shruti further said, “My first memory of jewellery was when I was six years old, a set of earrings in the shape of number six were presented to me by my parents on my sixth birthday. But, one day I lost an earring while swimming. I searched for it for half an hour and later I found it. Now, millennials too prefer to add gold and diamond jewellery to their portfolio.”

“The jewellery worn by a character in films reveals the region where the character comes from. The jewellery used by characters in movies plays an important role in storytelling. In real life also, it expresses the personality. I don’t believe in only receiving the gifts. As an independent woman, I find so much joy in buying diamond jewellery as a gift for myself,” she added.

Replying to a question about whether she prefers travelling or buying gold, Shruti said that she prefers to buy gold as she keeps travelling a lot for doing films. She also suggested the people to invest in gold whatever is their budget, and it will go a long way. The real value of the gold jewellery lies in the sentiments of the purchaser and not in the price tag, she asserted.

IJSF is a 37-day long gold-buying festival being organised at more than 200 stores across India from October 15 to November 22. Nearly 1,500 jewellers are participating in this event. About 15 jewellers including Krishna Jewellers Pearls, P Satyanarayan & Sons, Pavan Mor Jewellers, Sri Sai Krishna Jewellers, Suraj Bhan Babulal & Company and Tibarumal Gems are participating from Hyderabad.

During the festival on purchase of every Rs 25,000 worth of jewellery a coupon is given and an assured limited edition silver coin which will have the image of the new parliament of India. This image is used to celebrate Aajadi ka Amrit Mahotsav. It will disburse up to 50 kilos of gold; 500 kilos of silver and prizes worth Rs 5 crore to the end consumer. This is the most transport process handled by a reputed agency.

“IJSF 2023 is unlike any other shopping festival that the country has seen before,” said Manoj Jha, Joint Convenor of IJSF. “It is helping retailers to generate more business. The gold is normally purchased for marriages. About 50 per cent of gold business happens during marriage season. The entire jewellery industry is united because of this festival. It ensured unity among them.”

“We are likely to see a 30 per cent increase in the overall business during the festival. The millennials have realised the importance of adding gold, diamonds, and platinum to their portfolio. This festival is going to be an annual feature. South India is a major market for gold jewellery. Nearly 60 per cent of sale comes from the south and the rest from other parts of India,” he said.