Sky Gold and Diamonds Ltd. collaborates with Senco Gold and Diamonds Ltd. to introduce 9KT jewellery targeting young and first-time buyers, the company announced in an exchange filing.
The collaboration comes amid rising gold prices, offering more accessible fashion jewellery options. Sky Gold shares gained up to 1%, reaching an intraday high of Rs 296.75, reflecting investor optimism.
9KT jewellery contains 37.5% pure gold, with the rest made from alloy metals like copper, silver, and zinc. While being less pure than traditional 22KT or 24KT gold, it is more affordable and stylish, appealing to the Gen Z audience.
“9KT jewellery aligns with fast fashion trends and contemporary designs.It allows us to reach a wider customer base and serve as a stepping stone for first-time gold buyers.” said Darshan Chauhan, Director and Chief Growth Officer at Sky Gold.
The line aims to capture the growing market for affordable fashion jewellery, blending style with accessibility for young consumers.
