Gen Zers are giving gold a little rebrand
Tell a 22-year-old, and they might be eyeing a tiny pendant, a stackable ring, or a dainty bracelet. For Husnal Kaur, 21, affordability mattered more than purity. At 21, buying gold with my own earnings means more to me than whether it’s 22Kt or 24Kt,” she says. Samarth Dixit, 25, bought his first gold chain at 24 but sees the appeal of lighter pieces. Maria Siddiqui, 28, a bride-to-be, is reusing ancestral jewellery while choosing lighter pieces for herself.
Because what’s the point of owning something pretty if it only gets its muh dikhai at a wedding?
Imagine spending half your salary on jewellery, only to be told it’s too precious to wear. “Price is an important factor driving Gen Z’s interest in 9Kt and 14Kt gold jewellery, particularly at a time when elevated gold prices have made buyers more conscious of their budgets,” says Sumit Dassani, partner at Dassani Brothers. “Jewellery has always served two purposes – adornment and asset creation,” Nitesh Jain, co-founder of Ethera, says, “For buyers focused on daily wear, modern designs, or first-time purchases, 9K gold can be a practical choice. That includes understated rings, diamond studded earrings and contemporary takes on Polki and Victorian-inspired designs,” says Dassani. That’s where I think 9Kt and 18Kt jewellery perfectly fits,” he says. For the pieces I’ve purchased myself, I’ve opted for lightweight 9Kt and 14Kt jewellery that I can continue wearing long after the celebrations,” she says. 14Kt gold jewellery featuring lab-grown diamonds is seen as the perfect blend of wearability and investment,” says Ashna Poddar, spokesperson at Inarra Atelier.
Tell an Indian parent you’re buying gold, and they’ll probably picture a trip to the jeweller, a discussion about purity, and something that’ll eventually end up in a locker. With Dhanteras around the corner, we Gen Zers are giving gold a little rebrand. The love for gold remains, but we want jewellery that works for a Monday morning and a Saturday night out, without waiting for a wedding invitation. Sorry, what? We want gold that actually gets to hang out: a pendant for college, earrings for work or a bracelet for coffee runs. Lower-karat options, such as 9Kt and 14Kt gold, typically cost less than 22Kt jewellery of a similar weight, making everyday fine jewellery more accessible. “This is my first Dhanteras since I started working, and I wanted to buy gold with my own money. I wasn’t looking for anything expensive, just something cute, affordable, and wearable every day, which made me go for 14Kt gold. Younger buyers are looking for pieces that work beyond weddings and festivals. “For many, jewellery is no longer reserved for weddings or festive occasions. They are looking for pieces they can wear regularly, style in different ways and incorporate into their everyday wardrobe. “It was Dhanteras, and for the first time, I had saved up enough money to buy myself a gold chain. I explored different karat options but eventually went with 24Kt. However, if I were buying something for my younger sister, I’d choose a piece that’s versatile and can be worn regularly. “With my wedding around the corner, I’ve bought some gold while making sure to reuse ancestral pieces. I’ve also focussed more on the price point than purity. Lab-grown diamonds paired with 14Kt gold are another option. “14Kt strikes the perfect balance between gold investment and the wearability of lab-grown diamonds, making it a no-brainer for Gen Z and others alike.
