As the wedding season approaches in the hilly regions of Uttarakhand, soaring gold prices have become a major cause of concern for ordinary households. Reports indicate that gold rates in the markets of Bageshwar have reached around 1.90 lakh rupees per tola. Due to this continuous price escalation, purchasing traditional gold ornaments for weddings has become increasingly difficult for middle-class and economically weaker families. Consequently, consumer preference is shifting visibly toward artificial jewellery as a practical alternative.
Local trader Naveen Verma notes that while artificial jewellery was earlier sold primarily through general stores or cosmetic shops, many traditional jewellers are now keeping artificial pieces in their own shops. The primary drivers behind this trend are affordability and designs that closely mimic real gold. According to shopkeepers, customers prefer jewellery that looks authentic when worn and appears attractive during weddings and other festive gatherings.
A wide variety of artificial jewellery is currently available in the market, including necklaces, mangalsutras, earrings, nose rings, bangles, rings, and various other ornaments. In particular, heavy necklaces and bridal sets meant for weddings have seen a surge in demand. With multiple designs available within a modest budget, buyers are able to choose pieces according to their personal preferences. Gold plated jewellery, which features a layer of gold over a base metal, is also widely available. Its price is significantly lower than that of real gold, making it an ideal choice for those who desire the look of gold without incurring heavy expenses.
Bridal ornaments hold special significance during weddings in the hills, and families purchase jewellery according to their financial capacity. With gold getting costlier, many households are now combining a few real gold pieces with artificial or gold plated jewellery to stay within budget. Naveen Verma points out that customers now look beyond just the price, evaluating design, weight, finish, and the overall gold like appearance. Lightweight modern designs are also gaining popularity among younger buyers, who seek large and appealing jewellery sets for wedding functions.
However, experts advise buyers to check the quality, underlying metal, and plating details thoroughly when purchasing artificial or gold plated jewellery. When buying real gold, verifying the hallmark and obtaining a bill remains essential. Amid rising prices, artificial jewellery has currently emerged as a viable option for families seeking to adorn themselves within a constrained budget.
