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Business
Gold Prices Surge Yet Jewellery Demand Holds Steady, Jewelers Say
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🗓 06 Oct 2026, 05:16 AM
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Despite record-high gold prices, Indian jewellers report that overall jewellery demand has not collapsed, citing steady consumer interest and shifting buying patterns.
Gold prices in India have climbed to multi‑year highs, prompting concerns that the jewellery sector could face a sharp slowdown. However, a survey of leading jewellers across major markets indicates that demand for gold jewellery remains resilient, with many customers opting for smaller pieces or alternative designs to manage costs.
Industry insiders point to a shift in buying behaviour: while some high‑value purchases are being deferred, everyday purchases such as wedding bands, traditional ornaments and investment‑grade gold are holding their ground. Retailers also note an uptick in demand for gold‑alloy and mixed‑metal jewellery, which offers a lower price point while retaining the appeal of gold.
Analysts suggest that the sustained demand is buoyed by cultural factors and the perception of gold as a safe‑haven asset, especially ahead of festive seasons. Nevertheless, jewellers warn that prolonged price volatility could pressure margins and push consumers toward alternative investment options.
Overall, the jewellery market appears to be adapting rather than contracting, with retailers adjusting inventory and promotional strategies to align with the new price reality.
Industry insiders point to a shift in buying behaviour: while some high‑value purchases are being deferred, everyday purchases such as wedding bands, traditional ornaments and investment‑grade gold are holding their ground. Retailers also note an uptick in demand for gold‑alloy and mixed‑metal jewellery, which offers a lower price point while retaining the appeal of gold.
Analysts suggest that the sustained demand is buoyed by cultural factors and the perception of gold as a safe‑haven asset, especially ahead of festive seasons. Nevertheless, jewellers warn that prolonged price volatility could pressure margins and push consumers toward alternative investment options.
Overall, the jewellery market appears to be adapting rather than contracting, with retailers adjusting inventory and promotional strategies to align with the new price reality.