Over the past decade, there has been a phenomenal change in the way women use gold. Thin gold chains have replaced immense, layered necklaces.
“The change,” says Radhika Ranjith, an artist and jewellery designer, “is unavoidable and the reasons are diverse”. Wearing gold is too risky, she says.
“As the price of gold soars, there is a greater risk of women getting attacked for their gold. But, more importantly, gold has gone out of fashion. Youngsters want to stay trendy and have chucked out the yellow metal. Also, we do not see people using gold so much in other countries. This might have influenced our perception towards gold,” Ms. Ranjith says.
However, the trend has not affected consumption of gold. “Malayali girls continue to get gold from their parents as wedding gift. But rarely do they wear the jewellery after the big day,” says Rasmi Sajith, a housewife.
Instead the ‘treasure’ goes to a bank locker or into a gold loan while the woman wears colourful, trendy alternatives such as terracotta and paper.
“Silver jewellery and imported fancy pieces are in vogue among young women these days. Those past their youth opt for pearls for a classy and mature look,” says Hamid Koya, who runs a fancy shop in the city.
With the drastic change in the jewellery choices of young women, leading brands are being forced to make their products look trendy and colourful to beat strong competition from the alternative jewellery market.
