| At a time when the whole world is looking at | | | | hands down. In an obvious attempt to combat |
| smaller, sleeker, lighter inventions to make life | | | | the competition, manufacturers too are trying to |
| simpler, classier and better; it is no wonder that | | | | woo the customers by innovations in design and |
| the new age diva is looking for the same in gold. | | | | weight. |
| What could be better than having gold jewelry in | | | | While traditional, chunky pieces are still favoured, |
| lighter variations that are contemporary and | | | | they have been reserved for special occasions |
| stylish? Of course, the fact that it comes pocket | | | | like weddings. Light weight jewelry is a trend |
| friendly too is only an icing on the frosting. | | | | setter in many ways foremost being it has cut |
| In keeping with global trends, it can actually be | | | | across all age groups and is coveted by all. There |
| said that the shape of gold has taken a beating | | | | is a homogeneous undisputed preference for light |
| (forgive the pun) to make it more alluring by | | | | weight gold. |
| introducing innovative designs that are haute | | | | Roshni a college student swears by light weight |
| couture. This chic look signifies that the Indian | | | | gold. Being allergic to other metals and artificial |
| woman is ready to take her gold out of the | | | | jewelry, she says it's a boon for people like her. |
| closet and flaunt it to the world. To do so would | | | | Dressed mostly in western clothes, she quips, |
| mean, gold should be made suitable for everyday | | | | "traditional gold earrings would have made me |
| wear. | | | | look like a freak. In light weight jewelry, you have |
| Unlike in western countries, where designs are | | | | stylish designs like the hoops and rings that look |
| made avant garde in 18K gold, Indian women still | | | | trendy and hip with my western outfits." |
| prefer their jewelry to be made in conventional | | | | Gold manufacturers understand the needs of girls |
| 22K. The only concession allowed is in making | | | | like Roshni. So, they churn out designs that are |
| them lighter. Even then, the preference is for | | | | 'hep' and reek of attitude. At the same time, they |
| "sturdy looking but light weight" jewelry. | | | | would like to please the mothers too. Hence, |
| Rani Kumar, a working woman prefers lightweight | | | | there are deceptively heavy designs in the light |
| jewelry because they can be used for all | | | | weight gold category. |
| occasions. "The simplicity of style and design looks | | | | Be it GRT's Stylus 'anytime, anywhere' range of |
| elegant and can be worn for both parties and get | | | | light weight jewelry or Prince Jewelry ads that |
| togethers." | | | | show ants carrying bangles (indicating its |
| One major factor tilting in favour of light weight | | | | lightweight nature) - the verdict is the same - |
| jewelry is its affordability. Ishtiaq Ahmed of | | | | Indian woman wants lightweight jewelry that is |
| Mustafa Gold Mart observes "with increasing gold | | | | suitable for all occasions. From corporate to |
| prices traditional sets become a costly venture. | | | | casual- they want a range to choose from. |
| Whereas in light weight jewelry - a complete set | | | | Different designs to suit different occasions and |
| of chain, earrings, finger ring and bracelet can be | | | | different moods. She is looking for dazzle, sparkle |
| bought in the range of eight to twenty five | | | | and twinkle that reflect attitude, aesthetics and |
| grams." | | | | sophistication! |
| Another crucial reason for popularity of light | | | | Gold has become gloss. It has crossed over from |
| weight gold is that it competes with 'designer | | | | being an adornment for special occasions to an |
| funky' jewelry in gold plated varieties. When it | | | | accessory that accentuates every day wear. Its |
| comes to pricing, these 'almost real' trinkets win | | | | worth is gold albeit light weight. |