Baahubali style jewellery glitters in Akshaya Trithya sales

Akshaya Trithya, is believed to be one of the most auspicious days in the lunar calendar, and is said to represent ‘permanence’. As buying gold or valuables has become one of the ways in which people celebrate the festival, jewellers often launch new collections on this day. 

Jayantilal Challani, president of Madras Jewellers and Diamond Merchants’ Association says, “This year, antique jewellery is preferred by customers. Apart from the trend spurred by popular media, one reason could be because temple jewellery has auspicious deities engraved on it, which people love to invest in. While it’s interesting to know that the demand among customers has not waned despite the effects of demonetisation, the price of gold is Rs 600 less per sovereign, compared to last year, so it works in favour of jewellers.”

Popular designer brand Amrapali too is launching their Baahubali collection of jewels on Friday, to coincide with the theatrical release of the film. 

A collection of exquisitely handcrafted gold-plated silver jewellery was specially designed by Amrapali for different characters in the movie.

“Our designers and artisans have worked simultaneously to achieve the aesthetics that the script demands” said Rajesh Ajmera, co-founder, Amrapali Jewels. Their collection includes hair pieces, nose-pins, armbands and waist belts, which is popular among south Indians. 

Bride-to-be Saranya Parthasarathy says she has planned her entire mehndi outfit based on actress Anushka Shetty’s look. “I loved her regal and ornate look and I want to buy a waistband and nose-ring just like the one she is sporting in the film for one of my wedding functions,” says the 25-year-old advertising executive.

Santha Kumar S, who is also associated with SR Jewellery, Vadapalani, says, “Buyers are looking for single piece necklaces and pairs of bangles within the one-sovereign range to keep their budget in check and temple jewellery is light, but gives a heavy look so it suits people’s taste and budget. We have noticed a considerable demand for tradition-styled jewellery as well.”