By the time the first gold coins exchange hands this Dhanteras, Joita Sen will have already set her marketing plans for the festival in motion.

For India’s jewellers, this is the time of year when the showrooms glow brightest and customer conversations run deepest. But for Sen, creative director and director of marketing and design at Senco Gold & Diamonds , the shimmer of the season carries something more than sales targets.

It carries a question that is both timeless and urgent: how do you make gold feel contemporary while retaining its traditional significance?

“Gold is an essential part of our culture,” Sen says. “So our focus this year has been on understanding how we can meet customer demands in today’s challenging market. We have worked on innovating our designs and techniques

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