A STUDY ON INVESTOR PREFERENCE IN GOLD INVESTMENT AT CARATLANE

Abstract

This paper looks at how investors like to put their money into gold investments, focusing on CaratLane, which is one of India's best omni-channel jewelry stores. As long as people continue to view gold as a trustworthy and culturally significant item, jewelry designers, whether they work in the traditional or contemporary style, will need to adjust to shifting consumer preferences. Some of the most essential factors that the study considers when making financial decisions are: internet accessibility, brand trustworthiness, perceived security, liquidity, quality assurance, innovative design, and brand liquidity. The study examines Carat Lane's products—digital gold options, buyback and exchange policies, and lightweight gold jewelry—to see how contemporary investors juggle the two competing priorities of aesthetics and financial success. The findings demonstrate that individuals, particularly the younger generation, are showing a growing preference for more affordable investments as well as simpler, more technologically advanced purchasing experiences. According to the research, Carat Lane's clever combination of cheap costs, transparency, and digital interaction positions it to satisfy the changing demands of users in the gold investing business.