PIONEER EDGE NEWS SERVICE/Dehradun
With high gold prices, jewellery shopping in Dehradun is increasingly becoming a lighter affair, with buyers choosing delicate ornaments, smaller designs and lower-carat jewellery to keep purchases affordable without giving up on gold. From thin chains and minimalist rings to small pendants and lightweight necklaces, customers are increasingly prioritising designs that fit their budgets over elaborate gold sets. Some buyers are also exploring 18-carat and 9-carat jewellery as alternatives to traditional 22-carat ornaments. Jewellery shopkeeper Vinay Shah said that customers were still purchasing gold, but their buying patterns had changed significantly.
“Earlier, customers would come looking for heavy necklaces and elaborate sets. Now, many specifically ask for lightweight designs. Even those who want a necklace are choosing something delicate rather than a heavy piece. Budget has become the biggest consideration,” he said.
He added that lower-carat jewellery was also attracting interest among customers looking for more affordable options without compromising on design.
“People want to wear gold, but they do not necessarily want to spend a fortune on it. Some are exploring 18-carat and 9-carat jewellery because it allows them to buy attractive designs at comparatively lower prices,” he said. The shift comes as gold prices remain steep. As of November 5, 24-carat gold was priced at approximately Rs 1,50,173 per 10 grams, while 22-carat gold stood at Rs 1,37,559 per 10 grams. Silver was trading at around Rs 2,00,050 per kilogram. The rates exclude making charges and applicable GST.
Customer Swati Grewal said that even small purchases were becoming difficult to accommodate.
“Even a small ring has become expensive. If you want a chain with a slightly different design, the price goes up further. We still want to buy gold, but now we are choosing lighter jewellery and simpler designs,” she said.
