This Akshaya Tritiya, self-gifting takes centre stage

Akshaya Tritiya has long been associated with tradition, family purchases, and gold buying rooted in auspicious belief. Alongside the usual family-led investments, a growing number of individuals are now choosing to mark the day on their own terms buying jewellery not just as a ritual, but as a personal milestone.

Rings, bracelets, and pendants continue to lead this shift, emerging as go-to choices for self-purchase.‘Young consumers are driving the shift’Young consumers are at the centre of this shift, but more importantly, they are redefining the intent behind the purchase, notes Aditi Daga, co-founder, Angara. “Today’s younger consumers are very intentional about acknowledging their self-worth. They’re not waiting for a life event or a gift from someone else – they’re actively celebrating their own journeys,” adds Dhruv Jhaveri, Director, Madanji Meghraj Jewellers.

‘IT’S LESS ABOUT FOLLOWING CONVENTION AND MORE ABOUT CELEBRATING PERSONAL MILESTONES NOW’“What we are seeing around Akshaya Tritiya is a clear evolution in how the occasion is being celebrated. While traditional, family-led purchases still hold relevance, there is a noticeable rise in individuals choosing to mark the moment for themselves,” says Aditi.“It’s less about following convention and more about celebrating personal milestones, identity, and meaning. Jewellery is no longer something that just sits in a locker – it’s chosen with intent, worn often, and experienced in the present,” she adds.

Dhruv agrees and adds, “There is a deep emotional resonance in this shift – it’s a declaration of self-love and financial independence that now stands alongside our long-standing family traditions.”According to him, Akshaya Tritiya brings both auspicious timing and festive offers, “so purchasing intent is dual in nature.” He explains, “Many families still use this time to complete trousseau shopping or invest in heavier, heritage-inspired pieces like ornate polki , rich emeralds, or traditional plain gold sets.

But those buying for themselves are leaning towards contemporary, everyday luxury – sleek diamond bracelets, minimal 18K gold accents, and wearable pieces.

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CONTEMPORARY RINGS, BRACELETS CONTINUE TO DOMINATERings remain the top choice for self-purchase, followed by pendants, necklaces, and earrings. There is a clear preference for 18K, 14K, and 9K gold, especially in yellow and white tones. “These formats work well for everyday wear, which fits naturally with how people are approaching occasions like Akshaya Tritiya today,” says Aditi. There is also a growing tilt towards gemstone-led designs. “Stones like sapphires, emeralds, and rubies are no longer just accents – they are becoming central to the piece, adding colour, individuality, and meaning,” she explains.Yogesh Soni, Co-owner, Punamchand Jewellers, adds, “Customers buying for themselves are leaning towards chic, easyto-style jewellery – think sleek diamond pendants, contemporary rings, charm bracelets, and elegant studs. The focus is on pieces that feel personal and can transition easily from everyday wear to special occasions.”