Millennials love gold earrings and IIJS 2021 flaunts the daintiest of the lot

• Millennials loving gold in earrings
• Dainty designs sell fastest
• Gold earrings suit the minimal look
• Matt finish in gold is popular for the segment

India relies on gold. All across the country, the yellow metal enjoys unrivalled attention for major occasions such as weddings because of its investment value. But millennials are a different breed to please and gold has only recently come to their attention amid their hunt for something dainty. Earrings, on this note, pick the best spot.

Speaking with Sneh Soni of Soni Nanalal Bechardas Jewellers, one big myth about millennial demands is busted. “In bridal category, millennials always look out for gold earrings. No matter how light they are, it’s always the yellow metal that matter to them. On the other hand, non-bridal categories have gold earrings studded with gemstones that are very popular,” said Soni.

According to the jeweller, millennials are preferring gold more than diamonds or any other metal when it comes to earrings. “Firstly, the ticket size is not so high in earrings as compared to bigger sets. Secondly, the high gold rate has convinced millennials that investing in gold is wiser,” said Soni.

Retailers are mostly looking for intricacy and detailing in the design, said Gautam Soni, House of MBJ. “Earring patterns like Chandbalis, Jhumkasetc are trending these days. Women are also seen opting for enameling patterns in matt finish gold in vintage kind of earrings,” he said.

Minimalism is having a huge impact on the choice of women now, feels Gautam, as they are opting for earrings more than necklaces to keep the bling shine low and elegant. “Over the years, millennials have been reluctant to invest in various forms of gold. But after pandemic and frequent market uncertainties they are in favour of buying gold in the form of investment or for jewelry purposes. Color stone earrings with base metal as gold are also trending this festive season,” maintained Gautam.