This wedding season has seen a surge in demand for antique and jadau jewelry, especially among brides. However, families are finding themselves paying more due to the rising price of gold. According to jewelers in Mumbai’s Zaveri Bazaar, the average budget for gold jewelry in last year’s weddings was Rs 5-7 lakh, but has now increased to Rs 10 lakhs.
Saiyam Mehra, chairman of All India Gem & Jewelry Domestic Council, noted that there has been a significant uptick in the demand for heavy jewelry, particularly jadau jewelry. Additionally, designer jewelry from Kolkata, known as Kolkatti jewelry, has also gained popularity this wedding season.
The increased demand for bridal jewelry has led to a rise in gold prices, reaching Rs 64,000 per 10 gm. Despite this, South India, a major gold-consuming market, has seen a 15% increase in the consumption of antique jewelry. States like Kerala, Tamil Nadu, Karnataka, Andhra Pradesh, and Telangana have experienced strong demand for volume-based sales, reflecting a preference for plain gold jewelry.
Chairman of Malabar Gold & Diamonds, MP Ahammad, attributed the growing popularity of antique and jadau jewelry to a return to opulence and regal designs. He also noted how modern brides are using bridal jewelry as a form of self-expression, blending tradition with contemporary design sensibilities.
In response to the rising gold prices, customers are now budgeting for bridal jewelry and even pre-booking gold prices to mitigate the impact of price hikes. In Eastern India, families have increased their gold jewelry budgets by 10-15%, with a focus on diamond jewelry for gifting.
Insight: The trend of heavy jewelry, particularly antique and jadau designs, reflects a cultural shift back to opulent and traditional bridal aesthetics. Despite the rise in gold prices, the strong demand for these classic designs suggests that brides are valuing timeless and regal pieces over more modern or minimalist styles. Additionally, the creative interplay between tradition and contemporary design sensibilities demonstrates the evolving preferences of modern brides when it comes to bridal jewelry. This shift signals a renewed appreciation for heritage and the desire for bridal jewelry to serve as a form of personal expression.
