The economic softness is shifting the preference of consumers in India, to purchase diamonds instead of gold jewellery, during the coming festive season of Diwali and marriages. Although, for Indian consumers, gold carries with it the sign of auspiciousness, consumers are being led to forego their notions and settle for diamonds, as the price of gold jewellery is increasing. Retailers and manufacturers of gold jewellery are anticipating a huge fall in the demand and purchase of gold jewellery this year, attributing it to the increase in gold jewellery prices. %% In comparison to last year, as reported in the Statesman, gold prices did rise, and the sale of gold jewellery was less, but this year the increased prices and slowdown will result in much a much larger fall for gold jewellery sale. Some retailers are anticipating a dip in sale by more than 50 percent. Although, hope does remain are there is yet a select group of consumers who will buy gold, but maybe in a lesser proportion to last year.