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HindustanTimes Sat,19 Apr 2014

Mumbaiites tweak tradition, buy imitation jewellery

Mugdha Variyar, Hindustan Times  Mumbai, November 12, 2012
First Published: 01:11 IST(12/11/2012) | Last Updated: 01:13 IST(12/11/2012)

Not many can tell that Lekha Dedhia’s new gleaming bracelet is gold-plated and studded with German diamonds and not real ones.

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This Dhanteras, the 26-year-old choreographer chose to buy imitation jewellery thanks to exorbitant gold prices. At 32,000 for 10gms, the tradition of

buying gold for Dhanteras was not easy to follow for many Mumbaiites.

“The bracelet’s German diamonds look almost real. I got it gold-plated as well,” said Dedhia, an Andheri resident. “Last year, I bought gold-plated earrings. Imitation jewellery is far more affordable and the variety in design is more than real jewellery.”

Jewellers confirmed the trend. “Sales for artificial jewellery have increased from last year across all our eight stores in the city on Dhanteras, though we cannot disclose the exact figure as yet," said Praful Shah, an official from Sia Art Jewellery's regional office.

“We have been selling Chinese brass jewellery, on which we do micro-gold plating, on Dhanteras for several years,” said an owner of a Kandivli-based imitation jewellery shop. “These items are very popular, and we have sold about 500 sets in the last four days, including on Sunday,” he said. Sets range from Rs. 100 to Rs. 250.

However, there were those who opted for the real thing despite the high cost.  “So far, there has been a 15% rise in the quantity of gold sold on Dhanteras,” said Rajiv Popley, from Popley and Sons.

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