Gold has maintained its status as a revered precious metal, valued for its aesthetic appeal, cultural significance, and investment potential. This study explores the consumer attitudes towards branded and non-branded gold jewellery, highlighting the dynamics of a market that has evolved with changing consumer behaviors. In regions such as India, gold jewellery serves multiple purposes, including adornment for weddings and festivals, as well as acting as a safeguard against inflation. Despite the rise of branded jewellers who offer standardized quality and modern designs, non-branded jewellers remain significant, especially in developing economies, due to their competitive pricing and personalized services. Data was collected from 140 respondents in Gurgaon, equally divided between preferences for branded and non-branded jewellery. Findings reveal that 58.57% of consumers prefer branded jewellers, primarily for trust and quality assurance, while 41.42% favor non-branded jewellers for affordability and customized offerings. The research identifies critical factors influencing purchase decisions, including purity, design, price, and trust, with consumers viewing gold not only as a luxury item but also as a viable investment. The study concludes that both branded and non-branded jewellers must adapt their strategies to appeal to different consumer segments. Recommendations include enhancing design variety and customer engagement for branded jewellers, and maintaining affordability and personalized services for non-branded jewellers. This duality in the market presents opportunities for both segments to thrive by catering to the evolving preferences of consumers while respecting the cultural significance of gold jewellery.