South Asian brides opt for cheaper alternatives due to gold price surge

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Record Gold Prices Hit South Asia’s Wedding Season

In Indian-administered Kashmir, Uzma Bashir is closely monitoring the price of gold as she prepares to get married this summer. As an accountant making less than $100 per month, Bashir had hoped to purchase her own wedding jewelry to avoid burdening her parents. However, with record gold prices reaching a high of $5,595 per ounce on January 29, pure gold jewelry has become increasingly out of reach.

In South Asia, where patriarchy often plays a significant role in weddings, gold is traditionally seen as a symbol of dignity and protection from harassment. According to Bashir, “how much gold a woman owns often becomes equal to how she will be valued.” As a result, many families are turning to imitation jewelry, gold-plated ornaments, or lower-carat alternatives.

The World Gold Council reports that demand for gold jewelry in India fell by 24 percent in 2025 compared to the previous year. In response, jewelers have seen an increase in customers opting for alternative options. One such option is “one-gram gold jewelry,” which features base metals coated with a thin layer of 24-carat gold.

Fatima Begum, a mother of five living in New Delhi, is also exploring affordable alternatives to traditional gold jewelry. She plans to purchase one-gram gold ornaments for her youngest daughter’s upcoming wedding, citing the need to reduce costs and avoid burdening her family.

Industry experts note that the market is shifting towards artificial jewelry, with Shiv Yadav, a goldsmith in Mumbai, stating that “only one out of 10 people who walk into the shop ends up buying gold.” The surge in prices has made it difficult for many families to afford traditional gold jewelry, leading them to seek more affordable options.

In neighboring Bangladesh, the price of 22-carat gold reached a record $2,200 per 11.668 gram last month, making it unaffordable for most people. As the wedding season approaches, families across South Asia are adapting to the changing market and seeking alternative solutions to traditional gold jewelry.

Source: Al Jazeera