Ahmedabad: Gold may still symbolise prosperity, but in Gujarat’s wedding market, it is now coming in lighter, leaner forms. With prices soaring past Rs 1 lakh per 10 grams, brides and families are moving away from traditional 22-carat sets in favour of sleek and lightweight 18K and even 14K alternatives. Affordability is shaping aesthetics this wedding season with many opting for those featuring polki, meenakari, jadau, and semi-precious stones. Jewellers across cities report a noticeable drop in weight, but not in style.On Tuesday, the price of gold touched Rs 1,00,400 per 10 grams in Ahmedabad, pushing buyers to make more calculated decisions when planning wedding purchases. Jewellers say footfalls for planned wedding-related jewellery purchases are rising since rath yatra, but the weight of each purchase is literally going down.“Gold is inching beyond the reach of the average bridal buyer,” said Haresh Acharya, director at India Bullion and Jewellers’ Association (IBJA). “Geopolitical uncertainty and heightened central bank buying are driving prices up. This has nudged a cultural shift away from traditional 22-carat wedding jewellery toward sleeker, lower-carat options.”Jewellers and bullion traders also attribute this slump to the shifting dynamics of Indian weddings, where elegance now walks hand-in-hand with budget mindfulness.In Ahmedabad, Jigar Soni, president of the Jewellers’ Association, echoed the shift: “The price of gold is forcing families to rethink the size and weight of wedding ornaments. Instead of full-weight neck pieces and bangles, there is a growing preference for lightweight, designer-driven jewellery that combines lower-carat gold with intricate polki, Meenakari, jadau, and stone work.”Jewellers say today’s bride is focused on function, form, and flair. “Millennial and Gen Z couples want jewellery that reflects personal style and practicality,” said Manoj Soni, a jeweller in Ahmedabad. “Rings, bangles, and bracelets in 14- or 18-carat gold allow for better strength, more colours, and intricate detailing, without breaking the bank.”The shift is also evident in consumer behaviour. “Younger couples are moving away from heirloom sets toward custom statement pieces,” said Soni. “There’s an increasing demand for modular, lightweight sets that can be reused or reworked after the wedding.”He added, “Several jewellers in Surat, Vadodara, and Rajkot report a spike in demand for custom bridal sets under 100 grams, which balance form and function without compromising on festive grandeur.”Jewellers also noted minor interest in 10- and 12-carat gold, prompting discussions in the industry on the need to standardize these carat values for quality assurance.
