New Delhi-based Dhirsons Jewellers, part of the Dhiraj Dhir Group, has launched its ‘Sone Ka Rishta’ campaign ahead of Akshaya Tritiya, focusing on gold’s role as a long-term and generational asset.

The campaign is built around the concept of ‘Akshaya’, referring to something that does not diminish, and positions gold jewellery as a store of value linked to relationships, memories, and legacy. It aims to influence consumer perception beyond occasion-led or transactional purchases.

According to the company, the campaign highlights how jewellery purchases are associated with key life events and milestones, reinforcing gold’s relevance as both an emotional and financial asset across generations.

Commenting on the initiative, Raghav Dhir of Dhirsons Jewellers said, “Akshaya Tritiya has always been a key moment for gold buying in India, but today’s consumer is also seeking meaning and long-term value. Through ‘Sone Ka Rishta’, we are reinforcing Dhirsons’ commitment to offering jewellery that is not only timeless in design but also significant in emotion, something that truly stays with you across generations.”

Riva Dhir of Dhirsons Jewellers added, “With ‘Sone Ka Rishta’, we wanted to bring out the deeper emotional significance of gold, especially on an occasion like Akshaya Tritiya. For us, jewellery is not just about design or craftsmanship; it is about the stories it holds and the relationships it represents. Every piece we create is meant to be cherished today and passed on tomorrow, carrying forward a legacy that never diminishes.”

The campaign is supported by a curated range of handcrafted gold jewellery. The company is also offering making charges starting at 5% as part of its Akshaya Tritiya sales strategy.