And now, buy on instalments

Jewellers are trying to change the way consumers purchase gold

Have you been putting off buying gold because of its skyrocketing price? You’re not alone — the price of gold went up 28% in the past year and the World Gold Council says sales in January-March 2012 were 29% lower than the same time last year. Not surprisingly, jewellers are worried — with current trends, even the festival and wedding season may not be enough to bring back glitter in the jewellery market. There’s little jewellers can do about prices but they’re turning to the consumer durables industry for strategies to tempt consumers to buy. The result: EMI schemes.