Before luxury boxes, magnetic lids, and velvet-lined cases became the norm, there was a simpler ritual in jewellery stores across India. A gold chain, silver coin, or pair of bangles would be carefully folded inside a small sheet of pink paper before being placed in a box and handed to the customer. For many families, that pink wrapper was part of the buying experience. It signaled value, care, and trust. But beyond tradition and nostalgia, this practice had a surprisingly practical purpose. So why did jewellers use pink paper? And why has it almost disappeared from modern showrooms? Let’s uncover the story behind this quiet but meaningful custom. A Practical Solution from an Earlier Era Decades ago, jewellery stores focused more on craftsmanship and trust than on brand identity or visual marketing. Packaging was simple, affordable, and functional. Pink paper became a standard wrapping material because it was widely available, inexpensive, and effective. Jewellers needed a way to separ...