Branded jewellery market is rapidly growing worldwide and there is very less literature that has explored this market thoroughly in terms of Brand equity. Therefore, this research is designed to examine the influence of brand equity dimensions on purchase intentions of frequently visiting customers of branded jewellery market in Sri Lanka referring to ABC jewellers in Sri Lanka. This research is based on the positivism philosophy with deductive approach and survey strategy. Data has been collected from 382 sample respondents who are frequent customers of ABC jewellers in Sri Lanka. The results of the research indicated a positive relationship between brand equity dimensions (brand loyalty, brand awareness, brand association and perceived quality) and purchase intentions of the customers. This research provides significant contribution to fill the knowledge gaps identified in literature and contributes not only to theoretical implications but to practical implications as well.