| Successfully fighting off challenges from platinum and diamonds, gold remains an all-time favourite, writes RESHMA KRISHNAMURTHY SHARMA |
Grab it We can never have enough of the gorgeous yellow metal
Driving across the city, one is bound to notice hoardings that insist that platinum is the metal of choice for the new-age woman. There is also the oft-repeated phrase of diamonds being a girl’s best friend. However, no amount advertising or pr omotional activities can change the fact that Indian women have a major soft spot for gold.
The precious metal has managed to attract patrons in all age groups fighting off strong competition from other metals. What is it about gold that explains its mass appeal? Is it looks or the perception of gold as an investment or the popular opinion that gold looks good on Indian skin that attracts buyers?
Dancer Vani Ganapathy, who loves jewellery believes the fascination of gold comes from history. “The concept of possessing gold jewellery is very strong in our country. It is something that is passed through generations. Mothers pass their jewellery to their daughters or in-laws share the family heirlooms with daughters-in law. Even historically and in myths, it is gold and not platinum or diamonds that play an important part.”
Srinivas, Branch Manager, Bhima Jewellers says: “Gold has always been seen as a safe investment. People believe that return on gold jewellery gives them better value than other jewellery be it pearls or precious stones. This combined with its use for once-in-a-lifetime occasions like marriage contributes to its popularity.”
Though silver jewellery or miniature studded stones are popular with the younger generation, gold is not left behind. For those who find gold too flashy or gaudy, the yellow metal has morphed with the times. Whether by entering into the branded jewellery segment or offering minimalist designs at affordable prices, gold has ensured its strong position across societal strata.
Actor Jennifer Kotwal, who is also the brand ambassador for a jewellery chain, comments: “Gold has been adapted to suit contemporary tastes with classier pieces. If one has a problem with heavy sets or the dilemma of wearing gold over western outfits, then one has the option of doing a mix and match like wearing a gold pendant with a diamond stud or going in for classy look depending on the occasion, and one’s own style.”
Whether as an investment, or for the intricate designs, gold will always be a must have in our jewel boxes.
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