For all gold buying purposes, most people visit their friendly neighbourhood jewellery shop – the one their family has been going to for years. From weddings and new births to festive occasions like Dhanteras, these jewellers have been meeting their customers’ needs through generations. People continue to value these stores for the experience and the personal touch they provide.

Just think of the number of questions you bombard your jeweller with on each visit. “What’s in fashion this Diwali? What are some of the latest designs?” “What is the resale value of this ring?” “How do I take care of my gold jewellery?” Neighbourhood jewellers field questions from all kinds of customers. A man looking for an ideal gift will ask for reassurance that his girlfriend will like the ring he picked. A young woman who spends her days in an office cubicle will ask for lighter, workwear-friendly jewellery. A trend-conscious woman will come ready with her own designs, asking if they can be replicated. Jewellery seekers today have distinct tastes, are up to date on the latest trends and demand more from their jewellers.

But remember, gold jewellery is valued not only for its aesthetics, but also because it is an investment. And while your friendly neighbourhood jeweller is more than happy to answer all your questions, you can do your bit to ensure you actually get the quality, and the quantity, of the gold you’re paying for.

In India, the Bureau of Indian Standards (BIS) certifies the purity and quality of gold by adding a hallmark to gold articles. By simply asking #MarkKidharHai and looking for a hallmark on your gold jewellery, bars and coins, you can be assured of a quality purchase. You can identify the BIS hallmark on your gold jewellery through its four symbols:

  • Purity grade: Karat (indicated as KT) and fineness (measured in parts per thousand) are two indicators of purity of gold. BIS hallmarking is done for three levels of purity — 22K916 (22 Karat), 18K750 (18 Karat) and 14K585 (14 Karat). You can confirm your jeweller’s claims of purity by looking at the purity grade printed on the hallmark.
  • Jeweller’s mark: Each BIS-certified jeweller will also print their unique logo on the gold jewellery they produce, which will either be a logo or a number.
  • Hallmarking centre’s mark/number: Apart from BIS, the Assaying and Hallmarking Centre (AHC) that assessed your gold jewellery will also print its mark or number. This is useful for tracing the verifying AHC in case a dispute or discrepancy arises.
  • BIS logo: This triangular logo certifies that the gold jewellery in your hand has been independently verified by a BIS-licensed AHC. It’s an official certification of the purity and fineness of your gold.

So why ask #MarkKidharHain? The BIS hallmark is like a stamp certifying your trust in your jeweller — it’s all you need to relax and make a gold purchase. It not only helps you check for purity and ask for a fair price, it also increases your chances of being able to sell the jewellery at a later date. Also, don’t forget to insist on a permanent bill, it’ll help you with any taxation related inquiries that arise in the future. So, next time you visit your neighbourhood jeweller, along with the million questions you ask, make sure you also ask #MarkKidharHai. For more information, see here.

This is a partnered post.