Festival Jewellery Buying Guide 2026: Dhanteras, Diwali & Akshaya Tritiya — AT Jewels

Namaste — Nitin here, writing on 02 August 2026. Festivals are when most Indian families buy their gold and diamonds, and every year I get the same questions at the counter: what should I buy, how much should I spend, and how do I know it’s genuine? So this weekend I’ve put together a simple, honest festival jewellery buying guide for Dhanteras, Diwali and Akshaya Tritiya.

Why festival timing matters — and why it shouldn’t rush you

Dhanteras and Diwali (October–November) and Akshaya Tritiya (April–May) are considered the most auspicious days of the year to bring gold home. That tradition is beautiful, and it’s also why demand and footfall peak on those exact days. My honest advice: let the muhurat guide when you take delivery, but do your thinking a few days earlier. Decide the piece, the purity and the budget in a calm moment, so the festival day is about celebrating — not about being pushed into a hurried decision.

22K vs 18K vs 14K — matching purity to the occasion

Purity is the first real decision, and it’s simpler than it sounds. 22K gold (about 91.6% pure) is the classic choice for festival and wedding jewellery — rich colour, strong resale and exchange value, and the traditional look most families want for gifting. 18K (75%) and 14K (58.5%) gold are alloyed to be more durable, which makes them ideal for diamond-studded and everyday festive pieces that need to hold stones securely. A common festival plan is a 22K coin or chain for value and blessing, plus a 14K or 18K diamond piece for daily wear. Neither is “better” — they simply serve different purposes.

Understanding the price: gold value, making charges & GST

The number on the tag is made of a few parts, and knowing them keeps you in control. First is the metal value — the gold weight multiplied by the day’s rate for that purity. Then come making charges, the craftsmanship cost, which typically run in an indicative range of roughly 8–25% depending on how intricate the design is (machine-made chains sit at the lower end; hand-crafted and jadau work at the higher end). Diamond or stone value is added where applicable, and finally GST at a flat 3% on gold jewellery. When you compare two shops, compare making charges and the final billed rate — not just the sticker. All of these figures vary by design and by day, so treat them as indicative and ask for a clear breakup.

Genuineness: BIS hallmark and the HUID number

This is the one non-negotiable. Every piece of hallmarked gold jewellery in India should carry the BIS mark, the purity grade (like 22K916 or 18K750) and a six-digit alphanumeric HUID. The HUID is unique to your item and lets you verify authenticity independently. If a deal looks unusually cheap, the hallmark is usually where the compromise is hiding — so check it before anything else, and keep your certificate and bill safe for future exchange or resale.

Setting a festival budget that feels good later

A festival purchase should feel joyful in January too, not just in October. Decide your number before you shop and split it sensibly — for example, a fixed amount for a traditional gold token and a separate amount for a wearable diamond piece. If you’re buying across the season, buying in parts as your need and dates arrive is completely fine; you don’t have to buy everything on the single busiest day. Buy for the occasion in front of you, not for a price you’re trying to chase.

This weekend’s featured pieces

14K Yellow Gold Diamond Ring — 0.44ct★★★★★From ₹35,271A graceful everyday-festive ring in durable 14K gold. 14K Rose Gold Diamond Earrings — 0.53ct★★★★★From ₹41,733Warm rose-gold studs — a festive favourite for gifting. 14K Rose Gold Diamond Earrings — 0.35ct★★★★★From ₹30,287A lighter pair for everyday festive wear. 14K Yellow Gold Diamond Pendant — 0.33ct★★★★★From ₹21,350Classic yellow-gold pendant — an easy festive gift. 14K Yellow Gold Diamond Pendant — 0.18ct★★★★★From ₹18,911A dainty daily-wear pendant at a gentle price. 14K Rose Gold Diamond Earrings — 1.55ct★★★★★From ₹1,12,154A statement pair for the big festive occasion.

Why buyers love these: each of these is hallmarked, set in durable 14K gold so the diamonds sit securely, and chosen to cover a real festive range — from a gentle daily-wear pendant to a statement pair. They’re the pieces families keep coming back for because they wear well and gift beautifully.

Frequently asked

What jewellery should I buy for Dhanteras?
A gold coin, a light chain or a small pendant are the popular Dhanteras choices — a token, auspicious purchase that carries value. If you want something wearable, a simple diamond pendant or studs works beautifully too. Buy to your budget; even a small piece keeps the tradition.

Is 22K or 18K gold better for festival jewellery?
22K is the traditional pick for pure gold jewellery, coins and gifting because of its colour and exchange value. 18K and 14K are better for diamond-studded and everyday festive pieces because the alloy is more durable and holds stones securely. Choose by how you’ll wear it.

How do I make sure festival gold is genuine?
Insist on the BIS hallmark, the purity grade and the six-digit HUID on the piece, and keep your bill and certificate. The HUID lets you verify the item independently, and it protects your resale and exchange value later.

— Nitin Bardia / AT Jewels