Not everyone could afford Gold / Precious jewelery and even the one’s who could afford would need quite a bit of variety to be available with them for usage in occasions like office use, parties, ethnic wears and many such reasons and needs. There comes the utility of fashion / Fancy jewelery or famously called "Gold Covering" (as it implies its just the gold coloured covering / coating on the metal jewelery), these comes in quite an array of designs & uses and obviously at a pocket friendly price.

Doesn’t this shop’s name remind you of a famed TV Channel in South?
Off Pondy Bazaar, T Nagar.