Akshaya Tritiya has been the buzzword for a while now. Tomorrow is the big day, and jewellery stores have a line-up to woo customers, finds out PRITI NARAYAN

You cannot miss them — billboards on every arterial road and advertisements every few minutes on TV channels, all announcing the big day. Akshaya Tritiya's ‘auspiciousness' has set off a frenzy in recent years, not just among the public and the jewellers, but even real estate dealers and garment stores, offering gold and silver with purchases that day. The marketing coup pulled off every year has not been in vain, if the response is anything to go by. And, the stores do not expect it to be any different this year. “Gold rate is expected to be around Rs.1,725 a gram on Akshaya Tritiya (May 16). But, I don't see that affecting sales,” says K. Joseph, manager, Joyalukkas showroom. “In fact, gold rate has risen by over Rs. 200 since last Akshaya Tritiya, but people will continue to buy gold on this day, because it's a solid investment,” he says. Options galore

For the occasion, Joyalukkas presents ‘Tyohaar', a diamond set priced Rs. 2 lakh. A digital camera is a giveaway that comes with it. Kalyan Jewellers is offering a three per cent discount on all purchases while Lakshmi Jewellery is giving away small idols of gods and goddesses, in gold and silver for free, based on the purchase. Stores also offer ‘gold savings' that allow you to accumulate points over purchase of gold, which can later be used to get discounts.

So, what can you purchase? Light-weight jewellery — think elegant, fuss-free neck pieces, pendants and earrings — is really hot this season. The collections include everything from traditional and antique to contemporary jewellery. There are also jewellery with a twist — pendants that are made of wood and gold; gold mesh… Rhodium jewellery is in, says Jiju Cherian Rajan, general manager of Pondicherry Sri Lakshmi Jewellery.

Not just jewellery, the investment can also be in the form of gold and silver coins.

To avoid crowding, a few of the stores have announced advance booking, so customers can just walk into the stores, make the payment and take home their new addition to the jewel box. Looks like tomorrow all roads will lead to gold!