Festive Rush Seen at Several Jewellery Stores Despite Soaring Gold and Silver Prices; Business Activity Varies Across the City
Published on: November 01, 2026
By: BTNI
Location: Rajnandgaon, India
The auspicious occasion of Pushya Nakshatra brought a festive glow to Rajnandgaon’s jewellery market on Sunday, with a significant number of customers visiting several jewellery showrooms across the city. For some jewellers, the occasion was no less than a ‘Mini Dhanteras’, offering a welcome boost ahead of the main Diwali and Dhanteras shopping season.
Traditional Jewellery Market Witnesses Heavy Footfall
The city’s traditional jewellery market, particularly the established showrooms around Bharat Mata Chowk, remained busy throughout the day. Some shops witnessed such a rush that there was hardly any space for customers to move around.
However, customer footfall varied across different establishments. Mahavir Jewellers and Anand Jewellers, including some newly opened outlets, witnessed comparatively normal customer movement. Jewellery shops in the Cinema Line area also reported a reasonable presence of customers.
Among the established outlets in Cinema Line, Kochar Jewellers and Jewellers Naresh witnessed customer activity. Baid Jewellers at Bal Govind Chowk also saw a considerable rush.
Bardiya Jewellers, Sonraj Tilokchand Jewellers and R.K. Jewellers were among the establishments that witnessed particularly strong and continuous customer footfall.
Pushya Nakshatra: An Auspicious Occasion for Small and Big Purchases
Pushya Nakshatra is traditionally considered highly auspicious for purchasing gold, silver and other valuable items. Like Dhanteras, people consider buying something on this occasion according to their financial capacity to be a symbol of good fortune and prosperity.
While some customers purchase small silver items worth a few hundred rupees, others opt for gold and diamond jewellery worth lakhs.
The tradition has gradually become an important business opportunity for the jewellery trade. For customers, shopping during the auspicious period carries religious and cultural significance, while for jewellers, it provides an opportunity to boost sales ahead of Dhanteras.
On Dhanteras, jewellery markets generally experience such heavy crowds that shopkeepers often remain occupied throughout the day. Managing every customer and providing sufficient attention can become difficult amid the rush. Purchases during Pushya Nakshatra are therefore expected to ease some of the pressure on Dhanteras.
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Rising Gold and Silver Prices Fail to Dampen Buying Enthusiasm
A notable feature of this year’s shopping season is the substantial rise in gold and silver prices. Compared with Dhanteras last year, the prices of both precious metals have increased considerably. Market discussions suggest that rates have risen several times over the previous year’s levels.
Initially, the sharp increase in prices had raised concerns that expensive precious metals could affect customer purchases this festive season. However, the rush witnessed at several jewellery establishments on Pushya Nakshatra showed that the higher prices had not completely dampened buying enthusiasm.
The actual scale of business, however, can only be assessed through sales figures. It will also be interesting to see whether customers prefer lightweight jewellery, small silver articles or larger investments in gold this year.
Mixed Market Response Ahead of Dhanteras
Overall, Rajnandgaon’s jewellery market witnessed a mixed but encouraging response on Pushya Nakshatra. While some establishments experienced crowds comparable to Dhanteras, customer movement remained normal at others. Around 75 per cent of shopkeepers were also seen experiencing relatively low customer activity.
Despite the uneven response, the traditional jewellery market showed signs of renewed festive activity.
Jewellers have now shifted their attention to Dhanteras, when the market is expected to witness its biggest shopping rush. The day’s sales will provide a clearer picture of the actual performance of the festive jewellery business this year.