Hitting The Jackpot: Indian Woman’s Love For Gold

By Author: Divya
Total Articles: 9
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Art imitates life and often one wonders whether the fashion of jewelry projected on screen is something that Indian women wear tediously. For Indian women may be known for their love of gold but they are also relentless workers in their houses as well as offices. How do you then expect them to wear chokers and bandhgalas in their normal day to day routine? The Indian woman well is exemplary in such a scenario for she has adapted to change and embraced modern designs to suit her daily routine as well as her need to wear jewelry of fine taste. The traditional has now given way to the comfort and so jewelry is now no more an asset carefully to be kept in bank lockers.

The big pieces of jewelry are now merely heirloom that is passed off from one generation to other. Or such expensive heavy pieces are made to be worn on special occasions or weddings. The designs of these pieces earlier were heavily inspired by culture and heritage, marked with fine intricate details. However, the modern trend is all about flaunting the playful that seamlessly blends with the old and the new. Jewelry is no more about just an asset or heirloom, ...
... it’s an accessory and a style statement.

This changing concept has been a jackpot for gold dealers as well as jewelers across the nation. Changing concepts have also brought about a change in outlooks and mindsets with respect to jewelry shopping. While women continue to heavily rely on trusted brands, they are now open to the idea of jewelry shopping and buying gold online as well as offline. The millennial women are just not into gold jewelry shopping as an asset but they are also into investing in different products of gold for investment. The young women do not hold the ideology of buying jewelry and keeping it safe in their locker. They are open to the idea of investing and saving in digi gold, gold ETFS, sovereign bonds and anything that helps them grow their money and ensures their financial being.

COVID-19 saw a remarkable shift in the gold shopping milieu. While gold prices continued to soar owing to the uncertainty in the market and safe haven proposition of gold, investors and savers like the middle class Indian women continued to see gold as the most reliable way of saving. This time it was the mode of buying gold online and investing in new products like digi gold and e-gold as people continued to weigh gold as a better option for long term saving.

Jewelry brands and dealers have understood this need of women to save in jewelry and have been creative a conducive shopping environment online as well as offline with offers galore to garner maximum attention possible for physical as well as digital gold.