Gold jewellery has always stood for tradition, celebrations, and value for centuries in India. Over time, it has stood for wealth, beauty, and emotion. Of all the brands, Jos Alukkas, established in 1964, has helped create modern gold jewellery shopping with milestones such as achieving 916 BIS purity certification and creating the concept of gold supermarkets. Currently, Gold jewellery is for Women, Men, and Kids & Teens. The categories include Rings, Earrings, Pendants, Necklaces, Bangles & Bracelets, Mangalsutra, Chains, and Anklets. There is also Wedding, Engagement/Reception, and Daily Wear. The products are unique and trendy. They are also very light and come in various purity levels. They have long been associated with emotion and celebrations.