This wedding season, jewellers across India are reporting a strong shift in consumer preference toward plain and lightweight gold jewellery in 22K, 18K, and 14K, as customers prioritise investment value and affordability over ornate diamond-studded designs.

Retailers including Joy Alukkas, PNG Jewellers, Senco Gold, and Kalyan Jewellers note that simple gold pieces are in high demand, driven by a 60% surge in gold prices since January. Buyers are increasingly opting for lower-karat options as they offer affordability while still retaining strong resale value. The resale value of gold remains attractive due to the metal’s continuous price rally, with 18K gold priced at Rs. 94,000 per 10g and 14K at Rs. 73,000, even after GST and making-charge deductions.

Jewellers also observe that while diamond jewellery continues to sell, customer focus this season is firmly on gold. Couples are viewing gold jewellery as a reliable asset that contributes to long-term financial security.

Gold prices have risen sharply from Rs. 78,000 to Rs. 1,26,666 per 10g since the start of the year, whereas diamond prices have remained largely flat owing to weak demand from the US and China and a 50% import tariff imposed by the US administration.

Across the market, retailers are witnessing healthy wedding-season purchases. Lightweight 22K and 18K gold jewellery is performing particularly well in the mass segment, offering an ideal balance of design, value, and accessibility for price-conscious customers.

With an estimated 4.8 million weddings expected this season, the outlook for gold jewellery remains strong. Retailers report that rising gold prices are further motivating buyers to choose plain gold over studded jewellery, as the investment potential and resale value are significantly higher.