Passion for bridal gold will continue

Vastupal Ranka, Director, Rare Jewels from the House of Ranka Jewellers, Pune, offers reasons why new-age brides still opt for gold jewellery sets on their D-day.

Bridal gold jewellery has been an eternal favourite for decades. Do you see any shift in this trend, especially with modern-day brides?

An antique-finish bib crafted in gold featuring intricate motifs

I believe the allure for bridal gold jewellery comes from our inherent love for the precious metals and gemstones. Most Indian brides wear red on their wedding day, and yellow or antique-finish gold jewellery harmonises well with red ensembles. The modern bride even today is rooted in traditions and opts for chunky bridal necklaces like bibs, complemented with a matching set of earrings.

Gold bridal jewellery gets a region-specific aesthetic. What according to you is trending in the bridal gold segment?

Layered two-row gold necklace embellished with polkis and emeralds is complemented by a gem-set gold choker

With the new variants of jewellery now available in the market, region-specific aesthetic comes with a modern twist. Social media has created a lot of awareness about various types of bridal jewellery from different states, and brides are quick to opt for ornaments that they’d want to wear. Some women prefer to mix-n-match traditional items with modern aesthetics that go well with their wedding trousseau. For example, a traditional Maharashtrian nath (nose ring), made using pearls and gemstones woven with a gold wire, can be worn with temple jewellery or Rajkot type of heavy jadtar neckpiece.

India’s handmade gold jewellery employs age-old crafts like filigree, rawa, naqashi, etc. Are brides-to-be interested in the narratives about the pieces that are handmade?

The striking gold neckpiece is highlighted with bell-shaped detailed motifs and accented with precious gemstones

Every kind of jewellery has a story. The story is hidden in its patterns, craftsmanship and style. Customers enjoy a good story and relate well to a piece of jewellery if it is associated with a particular craft. These days customers take pride in knowing how and where their desired jewellery comes from; how long did the piece take to get made; its karigari, design, and more.

Jewellery in gold and gemstones stands the test of time and thus gets passed on as an heirloom. This aspect is always at the back of the customer’s mind and, in turn, intrigues her to delve deeper into the making of the piece. Families invest in pieces that survive many generations.

We would like to know how the consumer has evolved over a period of, say, five years.

The yellow gold bib highlighted with textures

Earlier, elders in the family, especially women, would consult the family jeweller and decide on the jewellery pieces that the bride was made to wear.

Today, the modern-day bride does her own research on the current trends and pricing. She may visit exhibitions, read articles online and consult her friends and family before buying her wedding jewellery.

The new-age bride is also budget-conscious. The increasing price of gold has led her to opt for lightweight necklace sets and other precious accessories.

The jewellery industry, in general, has to balance the act – work on high designs that will appeal to the modern bride as well as keep the gold weight in check.

As we emerge from the pandemic, do you think the consumer has cut back on spending in the jewellery category? If not, what according to you is the reason to invest in jewellery?

In India, weddings and celebrating festivals are considered a status symbol. Gold jewellery plays a crucial role in it. The brides of today prefer to invest gold jewellery – it is about financial security and liquidity that makes gold an all-time favourite in the bridal segment.

By Shanoo Bijlani

Thumb Photo: A statement single-line antique-finish gold necklace

Courtesy: TOI