- Value-led festive push with flat 9% gold making charges and near-zero gold cost on diamonds
- New-age collections blend everyday elegance with bridal grandeur for evolving consumers
- Campaign featuring Gajraj Rao and Pratibha Ranta captures shift in tradition and mindset
- Offer valid till April 19, 2026 across 140+ showrooms and online platforms
NE FEATURES BUREAU
MUMBAI, APR 14
In a decisive shift from tradition to transformation, Reliance Jewels has reimagined the spirit of Akshaya Tritiya, positioning festive jewellery buying as both auspicious and astutely value-driven. The brand’s latest campaign pivots from the age-old notion of “shubh” purchases to a more contemporary, consumer-centric idea—“smart” buying.
Anchored in affordability and accessibility, the brand is offering gold jewellery at a flat 9% making charge, alongside a striking deal on diamond jewellery with 99% off on gold value—ensuring customers pay primarily for the diamonds. The limited-period offer, valid till April 19, 2026, underscores a compelling proposition amid fluctuating gold prices.
The newly launched collections span a wide spectrum—from minimal everyday pieces like studs, hoops, rings and chains to elaborate festive designs including jhumkis, chandbalis, statement necklaces and intricately crafted bangles. With offerings tailored for daily wear as well as bridal occasions, the range reflects both aesthetic diversity and practical value.
At a time when gold price volatility is influencing buying behaviour, the brand highlights a growing consumer shift—where jewellery is increasingly viewed not just as tradition, but as a smart, wearable investment. Today’s buyers, more informed and discerning, are seeking purchases that balance emotional resonance with financial prudence.
Bringing this narrative alive, the campaign film features a heartwarming father–daughter moment with acclaimed actor Gajraj Rao and rising star Pratibha Ranta, known for her role in Laapataa Ladies. The story captures how younger generations are reshaping traditions—retaining their emotional core while embracing smarter choices.
Speaking on the initiative, a Reliance Jewels spokesperson said, “Amid ongoing gold price volatility, consumer behaviour is clearly shifting – today’s customers are more informed, value-conscious, and discerning. At Reliance Jewels, we’ve anchored our approach in this sharp insight by launching a value-led range for Akshaya Tritiya and positioning Reliance Jewels not only as an integral part of tradition, but also as a smart, wearable investment relevant to current times – bringing together ‘Shubh’ with a more ‘Smart’ way of celebrating.”
With a presence across 140+ showrooms nationwide and a growing digital footprint, Reliance Jewels aims to make this Akshaya Tritiya both meaningful and mindful—where tradition meets intelligent spending.
