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Your worth in gold - say it lightly


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Light weight jewelryAt a time when the whole world is looking at smaller, sleeker, lighter inventions to make life simpler, classier and better; it is no wonder that the new age diva is looking for the same in gold. What could be better than having gold jewelry in lighter variations that are contemporary and stylish? Of course, the fact that it comes pocket friendly too is only an icing on the frosting.

In keeping with global trends, it can actually be said that the shape of gold has taken a beating (forgive the pun) to make it more alluring by introducing innovative designs that are haute couture. This chic look signifies that the Indian woman is ready to take her gold out of the closet and flaunt it to the world. To do so would mean, gold should be made suitable for everyday wear.

Unlike in western countries, where designs are made avant gard in 18K gold, Indian women still prefer their jewelry to be made in conventional 22K. The only concession allowed is in making them lighter. Even then, the preference is for “sturdy looking but light weight” jewelry.

Rani Kumar, a working woman prefers lightweight jewelry because they can be used for all occasions. “The simplicity of style and design looks elegant and can be worn for both parties and get togethers.”

One major factor tilting in favour of light weight jewelry is its affordability. Ishtiaq Ahmed of Mustafa Gold Mart observes “with increasing gold prices traditional sets become a costly venture. Whereas in light weight jewelry – a complete set of chain, earrings, finger ring and bracelet can be bought in the range of eight to twenty five grams.” 

Another crucial reason for popularity of light weight gold is that it competes with ‘designer funky’ jewelry in gold plated varieties. When it comes to pricing, these ‘almost real’ trinkets win hands down. In an obvious attempt to combat the competition, manufacturers too are trying to woo the customers by innovations in design and weight.

While traditional, chunky pieces are still favoured, they have been reserved for special occasions like weddings. Light weight jewelry is a trend setter in many ways foremost being it has cut across all age groups and is coveted by all. There is a homogenous undisputed preference for light weight gold.

Roshni a college student swears by light weight gold. Being allergic to other metals and artificial jewelry, she says it’s a boon for people like her. Dressed mostly in western clothes, she quips, “traditional gold earrings would have made me look like a freak. In light weight jewelry, you have stylish designs like the hoops and rings that look trendy and hip with my western outfits.”
 
Gold manufacturers understand the needs of girls like Roshni. So, they churn out designs that are ‘hep’ and reek of attitude. At the same time, they would like to please the mothers too. Hence, there are deceptively heavy designs in the light weight gold category.

Be it GRT’s Stylus ‘anytime, anywhere’ range of light weight jewelry or Prince Jewelry ads that show ants carrying bangles (indicating its lightweight nature) – the verdict is the same – Indian woman wants lightweight jewelry that is suitable for all occasions. From corporate to casual- they want a range to choose from. Different designs to suit different occasions and different moods. She is looking for dazzle, sparkle and twinkle that reflect attitude, aesthetics and sophistication!

Gold has become gloss. It has crossed over from being an adornment for special occasions to an accessory that accentuates every day wear. Its worth is gold albeit light weight.

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