Akshaya Tritiya (Akha Teej) in spring is considered one of the most auspicious days in the Hindu calendar for new beginnings and for buying gold. Gold jewellers see big crowds. Imitation jewellery retailers can also benefit, with customers buying auspicious designs for daily wear, gifting and weddings that follow.
Why it matters for imitation jewellery
Not every customer buys gold on Akshaya Tritiya. Many buy a small gold piece and add imitation jewellery for the look, or buy imitation pieces in auspicious designs. It also marks the start of wedding shopping for many families in spring.
"Akshaya" means never diminishing. Anything begun or bought on this day is believed to grow and bring lasting prosperity, so it is one of the most important days of the year for buying gold.
What sells
- Lakshmi pendants and coin necklaces
- Kasu malas and temple sets
- Mangalsutras
- Bangles
- Bridal sets for upcoming weddings
Regional strength
Akshaya Tritiya is especially strong in South India, Maharashtra, Gujarat and Rajasthan.
Common mistakes
Treating Akshaya Tritiya as a gold-only day. Many customers who buy a small gold piece also want matching imitation pieces for the fuller look, and many who cannot afford gold that year buy auspicious imitation designs instead. Retailers who stock for them capture sales gold jewellers miss.
A sample order
A South Indian distributor might order Lakshmi pendant sets, a kasu mala, a temple choker and mangalsutras, at MOQ quantities (200+ pcs per heavy design, 400+ per earring or pendant design), timed to arrive a few weeks before Akshaya Tritiya and to carry into the spring wedding season.
Rajasthan's Akha Teej weddings
In Rajasthan, many weddings take place on Akha Teej, so bridal Rajasthani sets are also in demand around this date.
How the date is set, and why it moves
Akshaya Tritiya falls on the third day of the bright half of the Hindu month of Vaishakha, usually in April or May. Because the festival follows the lunar (or luni-solar) calendar, its date on the Gregorian calendar shifts from year to year. Check the date for the coming year as soon as the new panchang or calendar is published, and plan factory orders backwards from it rather than from last year's date.
Selling Akshaya Tritiya jewellery well
- Promote Lakshmi and coin designs as auspicious daily-wear buys, and feature them at the front with a short card explaining the day's meaning.
- Suggest them as gifts for family members.
- Offer lighter pieces at accessible prices for customers buying a token item.
- Prepare for wedding-season buying that begins right after.
We manufacture Lakshmi and temple designs at 200 pcs per design (400 for earrings and pendants). See temple jewellery wholesale and kasu mala wholesale.
A ready-made assortment
| Piece | Share of the order | Notes |
|---|---|---|
| Lakshmi pendants and coin necklaces | About a third | Auspicious buys |
| Light festive sets | About a quarter | Token purchases |
| Bridal sets | About a quarter | Start of the summer wedding season |
| Bangles and earrings | The rest | Add-ons |
After the season
The summer wedding season follows immediately, so bridal stock keeps selling. Record what sold by design, colour and price point in the final week, while it is fresh. That record is the best guide to next year's order.
Briefing your staff
Staff should explain which pieces are popular as auspicious buys, and point wedding shoppers to the bridal range.
Working with your manufacturer for this season
Confirm designs and quantities by February, so production (about a month for made-to-order designs), approval and transport all fit before your shelves need the stock. Combine Akshaya Tritiya pieces with your summer bridal order. Ask the factory to keep a record of the approved finish and stone colours, so any mid-season re-order matches the first batch.