With gold prices hitting record highs, families across South Asia are increasingly turning to imitation jewellery and gold-plated ornaments to adorn their brides. The traditional practice of gifting pure gold, once a cornerstone of weddings in countries like India, Pakistan, and Bangladesh, has become financially unviable for many.
In major cities, jewelers report a surge in demand for one-gram gold substitutes and other cost-effective alternatives. Brides now frequently choose intricate designs in silver or copper coated with a thin layer of gold, which offer the same visual appeal at a fraction of the cost.
"Gold has become unaffordable for the average family," said a jeweler in Mumbai. "But the emotional and cultural significance of bridal jewellery remains strong. These substitutes allow families to honor traditions without breaking the bank."
This shift is reshaping the wedding industry, with designers innovating new blends and techniques to mimic the weight and luster of pure gold. While some purists lament the decline of gold as a symbol of prosperity, many couples view the change as a practical adaptation to economic realities.