online shopping might have hit retail shops hard and the pinch is especially felt during the festive season but on dhanteras delhis precious metal purchase is not coming from a portal no matter how great the deals and discounts in the runup to diwali delhiites have been making the most of festive discounts and sales offered by etailers in fact delhi has emerged as the number one spender during this online shopfest from apparel and footwear to gifts sweets gadgets and even puja material everything is being ordered online then why isnt delhi logging on to buy jewellery with the same gusto when the prices are just as tempting purity weight make cant be judged by everyone online delhiites say that they may be addicted to online shopping but when it comes to buying jewellery on a festival like dhanteras or even otherwise they only trust their family jeweller who they have been going to for generations a survey by global research firm ipsos reveals that more than 77 indians withheld purchase decisions till diwali in anticipation of heavy discounts the report lists clothes as the topmost planned purchase and the lowest on this list is jewellerygold with only 8 respondents planning to buy gold online piyush gupta director of jewellery chain pp jewellers says while the popularity of online shopping and impressive festive discounts have impacted the business of brickandmortar stores in different segments like apparel footwear and accessories the same is not the case with jewellery the majority of people still dont buy gold or diamonds without visiting a shop jewellery is a luxury purchase and is an investment for any indian household so they dont want to take risks they want to choose the best design check on the purity of gold see its make in reality and then make a decision a piece of jewellery is something that you just cannot choose by seeing on screen anil k garg senior vice president of gold souk in gurgaon adds when women buy jewellery they want to feel and touch and see how it looks on them jewellery is a personal statement and they may even want to get it customized as per their choice which isnt possible in online purchases also while buying precious metals consumers pay a lot of attention to weight and purity which cant be assessed by all online each year on dhanteras we have customers flocking to jewellery stores in big numbers and this year there is a slight change in preferences too most women are buying diamonds instead of just gold the trust factor aruna sabharwal from new friends colony shops online frequently but on dhanteras she will buy a small piece of gold from the jeweller she has been visiting for the last 10 years she says buying jewellery is not like buying clothes or footwear for example if you order a dress online and it doesnt look as good as it did on screen you can pass it on to