The demand for coloured gold jewellery is steadily growing in Ahmedabad. Earlier, white gold and rose gold were popular alternatives to pure gold. Now the demand has further extrapolated to other hues.
Youth are ready to experiment with different types of jewellery, sparking a rise in demand for the precious metal jewellery in hues of pinks, reds, blues, and greens.
Gold in different hues is made using a process called electroforming. Coloured gold is also manufactured blending gold, silver and copper in different proportions. “The demand for coloured gold jewellery is fairly high in the Western world. However, the trend is slowly and steadily growing in Ahmedabad too. The younger generation is more willing to experiment on these new hues and trends,” said Rohit Choksi, former president of Jewellers Association, Ahmedabad.
Traditional buyers often consider yellow gold as being the ‘purest’ type of gold. This is because its colour is most closely related to the gold which is mined from the earth. According to jewellers, young buyers have lesser sentimental value and are more inclined towards better design, aesthetics, and uniqueness in jewellery.
“Customers come asking for pink, blue and green gold jewellery mainly in neck pieces. Even as electroforming comes at a significant cost, demand prevails,” Choksi added.
Jewellers from Ahmedabad are sourcing such electroforming gold from Mumbai and Jaipur. However, such electroforming gold jewellery is made out of 14 or 18 carat gold by mixing silver and copper in different proportions.
Jai Begani, a city-based jeweller, said, “Yellow gold jewellery is still the most popular in terms of volume of sales, however, today the palette of gold jewellery is much diverse. Over and above coloured jewellery, customers also come with demands of mixed metal jewellery that extends to three-toned gold jewellery which is a mix of yellow, rose, and white gold for a unique and eclectic appeal.”
“Rose Gold jewellery is more popular amongst the young generation for their everyday wear, typically for small and light weight jewellery pieces,” Begani. However, Zaveri Mandaliya, former chairman of Gujarat Jewellers’ Association said, “Demand for such gold jewellery is still low because apprehensions prevail over the strength and durability of electroforming gold jewellery.”
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