Indian jewellery trade has been steadily experiencing transformation and facing changes for the past half century. Customers are expecting more and more transparency apart from the numerous choices they have to choose from a variety of designs. Hence it has become a necessity to know about the preferences and satisfaction of the customers towards the jewellery shops with special preference to pricing, quality, treatment and branding strategy. Hence the researchers have taken this study. The second biggest city in Tamil Nadu Coimbatore is the study area. It is a fast developing metro in India with a spectacular growth in the recent past. Hence the researchers have decided to study about the customers of this city. The present study is basically based on primary data which were collected through a structured questionnaire by the researchers. The study has probed into the history of the jewellery trade India and the preferences and satisfaction of the customers. The researchers have given useful suggestions to the owners of the jewellery shops for the development of their business based on the findings and the analysis of the data.