Jewellery brands are increasingly turning their attention to old family gold, positioning long-stored ornaments and inherited pieces as valuable assets rather than items kept only for sentimental reasons. The focus is on jewellery that sits unused in homes, especially traditional designs passed down through generations.
According to the report, companies are rolling out emotion-driven campaigns aimed at families who may be reluctant to part with inherited gold. Instead of treating these items only as memories or emergency collateral, brands are encouraging people to consider selling them outright.
This marks a shift in how the industry is approaching household gold. Rather than waiting for customers to exchange old ornaments during routine purchases, brands appear to be actively pursuing dormant gold holdings through messaging built around family attachment, legacy and practical value.
The strategy also reflects a broader commercial opportunity in India’s large stock of privately held gold. By trying to unlock jewellery that would otherwise remain in lockers or be pledged for loans, brands are seeking to bring more of these sentimental assets back into the formal jewellery market.
