‘Kudiye, sona sirf gehna nahi hunda…’: 8 women share how buying jewellery celebrates legacy, self-worth and freedom

Tradition and legacy

For Anita Harisinghani, a clinical dietitian, Dhanteras has always been about more than shopping — it’s about investing in something that symbolises prosperity and continuity. Coming from a Sindhi family, she grew up watching her elders purchase gold, silver, or even brass utensils as a mark of good fortune and household stability.

“It’s believed that buying something valuable on this day invites Goddess Lakshmi’s blessings and ensures abundance throughout the year,” she said. “Many Sindhi households buy at least a small gold coin or ornament annually — even if modest — as a gesture of respect to tradition and wealth preservation.” Over time, she added, this ritual became a way for women to feel financially empowered, taking pride in independent investment decisions while staying rooted in culture.

For Dr Smriti Pandey, director at Asian Hospital, Faridabad, jewellery is deeply emotional. Her first major purchase — a diamond bangle — was a gift to herself after a hard-earned promotion. “It was a little sparkle to mark a long journey of hard work and self-belief,” she said. Growing up, Dhanteras meant watching her mother buy a small gold or silver item every year — a ritual she now continues with her daughter.

“Every year, we pick something together — sometimes a silver coin, sometimes a pendant — to celebrate new beginnings,” she said. “Each piece reminds me of a chapter in life, from being a young doctor to balancing work, home and motherhood. That’s what makes it truly precious.”

For Purva Bhatia, assistant manager at Maharana of Mewar Charitable Foundation, gold buying is a family tradition. “My parents always bought gold on Dhanteras every year. It was all used during my wedding. We also buy a little something for Lalanji (Lord Krishna) as a gift,” she said.

For some, however, the act is less about ritual and more about independence.

Freedom and empowerment

For Kashish Dixit, a PR executive in her early 20s, buying gold symbolises self-respect and financial freedom. “I’ve always enjoyed wearing gold jewellery because it complements my personality and doubles as a secure savings method,” she said. “When I finally buy a piece, it feels highly rewarding — proof that I’ve remained steady, disciplined, and independent.”

For Richa Tiwari, an entrepreneur, her first gold chain represented liberation. “Within six months of leaving my corporate job to freelance, I earned enough to buy myself a gold chain worth Rs 70,000. It wasn’t just jewellery — it was my first symbol of freedom and proof that I could build something on my own,” she said.

Divya PS, head of business development (marketplace) at CureFit, grew up in a tier-2 city where “women were treated like liabilities”. Determined to rewrite that narrative, she saved up to buy gold jhumkas for her wedding. “My sister and I also saved money to gift our mother diamond earrings in 2018. She wore them during my wedding,” she said.

For PR professional Jainsi Juneja, jewellery is steeped in family emotion. “My mother always says, ‘Kudiye, sona sirf gehna nahi hunda, eh te khushiyan da nishaan hunda ae’ (gold is not just jewellery, it’s a symbol of joy, blessings and hard work),” she shared. Her grandmother’s first bangle, bought with her own earnings, was a statement of independence in an era when women rarely spoke of money. “When I bought my first piece, it wasn’t about the price — it was about celebrating self-worth, a reminder that every woman’s journey deserves to shine,” she said.

Divya P S wore gold jhumkas she bought herself during her wedding (Credit: Divya P S)

Investment vs indulgence

According to social media manager Teena Tailang, monthly savings schemes and lab-grown diamonds have changed how middle-class shoppers shop for jewellery. “For many women, jewellery today is less about investment and more about indulgence — a reward for their efforts, a lifestyle upgrade, or a way to express themselves,” she said.

Is investing in jewellery safe?

According to Mukesh Pandey, director of Rupyaa Paisa, investing in jewellery is both emotional and practical. “Gold and diamond pieces aren’t just adornments. They’re assets you can touch, hold, and pass on,” he said. Over time, gold has proven to be a reliable hedge against inflation, making it a solid long-term store of value.

Pandey advised buyers to stay cautious and informed: “Always choose trusted jewellers and look for BIS or GIA certifications to ensure purity. Check making charges, resale policies, and keep all purchase documents safe. Avoid impulse buys or deals that seem too good to be true.”

When approached thoughtfully, jewellery isn’t just luxury — it’s a timeless investment that carries both emotional and financial worth.

According to Drik Panchang, the most auspicious times to buy gold this Diwali season are:

Pushya Nakshatra: Wednesday, October 15, 2025, from 6.22 am to 12.00 pm

Dhanteras: Sunday, October 19, 2025, from 6.25 am to 1.51 pm.

DISCLAIMER: This article is based on information from the public domain and/or the experts we spoke to. Always consult your health practitioner before starting any routine.