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This morning @AnantRangaswami, Editor of CNBC Storyboard tweeted: The only display ad in today's @EconomicTimes. Confounded by the media planner. This was what he was referring to:

In fact, I found the choice of media quite clever and tweeted back: @AnantRangaswami @EconomicTimes why confounded. It's the readers of ET (mostly men) who pay for jewellery purchases!

Pick up any in-flight magazine (80% of air travellers are men) and they are full of jewellery advertisements. Each necklace looks like it weighs 3 kilograms and the earrings are nothing less than 1 kg each. You would imagine we are all princesses living in the Mughal era!

The lust for jewellery in the year 2016 is entirely based on 2 factors:

1. The rational motive: To find a parking spot for one’s black money. (a jeweller whom I recently met in Gurgaon shared that 75% of his clients pay cold hard cash and do not want proper bills).

2. The irrational motive: To show one’s status and wealth - although there are many other ways to do that in the modern age.

In fact, at most weddings women are happily wearing absolutely blingy, 100% fake costume jewellery citing security reasons. Aajkal zamaana itna kharab ho gaya hai�

The real thing lies locked up in the bank locker, possibly completely out of date and out of fashion.

I have nothing against jewellery - I too own some heirloom pieces handed down to me at the time of marriage by my mother-in-law. But the important word here is ‘few�.

Buying your daughter or daughter-in-law multiple big fat sets is a waste! Yet every single day you see it happening.

Brides are practical birds after all - if pitaji and sasurji are feeling generous, why to object! Behti noton ki Ganga mein haath dho lo...

Grandmothers often talk of jewellery as stridhan. Well - a gold biscuit is a more sensible form of dhan than a kundan ka haar. Then there are shares and mutual funds. Even property.

But kya karein - we have our traditions.

Actually, I feel that girls from modern Indian families have already received the greatest form of dhan - which is a good education. They are fully capable of buying their own jewellery - the kind they can actually wear everyday.

But no, the act of buying jewellery has been equated with ‘love� and ‘romance�. Thanks to a modern day advertising success story called De Beers.

If your husband buys you a diamond on your birthday or anniversary - it means he loves you.

Now if he goes for this Tanishq scheme and buys the same diamond at 20% off� it could mean ki unke pyaar mein bhi kuch kami hai ! *wink*

So think before you leap. The most precious jewel a man can give you is his heart. Do you have that or do you just have a collection of stones?