The great gold reset: Akshaya Tritiya buying shifts to lighter and smarter choices

Gold is no longer just about weight - it’s about choice. As gold prices cool and silver gains ground, buyers this Akshay Tritiya are rewriting the rules: lighter karats, gold-plated silver, and jewellery that moves with them rather than sitting in lockers. In a special CT shoot with actress Hiya Chatterjee, this shift comes alive - where tradition holds, but expression evolves.

Less gold, more intent

Most people are no longer looking at it as a compromise, but as a calculation. “Demand for 14kt and 9kt has increased, but 9kt has generally seen a rise mainly for gifting purposes. 14kt is doing better in diamond jewellery,” says Sanjay Ghosh, a south Kolkata-based jewellery retailer. The bigger story, however, lies in how people are buying. “If we talk about demand, in terms of monetary value, it has increased, but in terms of units, it has shrunk… most people’s budgets stay fixed, so compromises are made in grams.”

That recalibration is now industry-wide. “There is a growing preference for 9KT, 14KT and especially 18KT jewellery,” says Sharad Arora, co-founder of Ethera, calling it “the evolution of jewellery consumption itself.” Lower karat gold, he explains, offers “greater strength, durability and affordability,” making it ideal for everyday wear. For brands, 18KT has emerged as the “sweet spot,” especially in diamond jewellery.

Why jewellery is getting lighter

Jewellery is no longer being saved for a moment, it’s becoming part of everyday life. “Younger buyers are making smarter purchase decisions, preferring jewellery they can wear regularly instead of pieces kept locked away,” says Sharad Arora, co-founder of Ethera. Design, versatility and affordability now outweigh legacy buying patterns.

“I think the younger generation is no longer looking at jewellery purely as an investment,” adds Monalisha Manna, owner of Earthaments. “It’s no longer just about value on paper, but about design, identity, and how a piece makes you feel.” That shift is also philosophical: “you don’t have to be ‘richy-rich’ to own something beautiful anymore,” she says.

The result: one heavy piece is being replaced by many lighter ones. As Sanjay puts it, “Earlier, youngsters were fine with owning just one piece. Now they prefer 4–5 smaller pieces that they can stack or alternate.”

The rise of gold-plated silver

As buyers cut back on gold, gold-plated silver is moving up. “People are choosing silver jewellery over traditional gold that was earlier viewed purely as an investment,” says Monalisha Manna, owner of Earthaments, noting that “silver itself is now being seen as a precious metal again.”

The shift is as much about craft as it is about access. “Not all pieces are crafted the same way. We use 1.5 microns of real gold dust directly over silver, ensuring a richer, more authentic gold finish,” says Onirban Sen, a jeweller at Gahane, adding that “there is a common misconception that gold-plated silver holds no resale value.”

The appeal is both practical and aspirational. “Gold-plated jewellery offers the same visual richness as real gold without the heavy investment,” says Surajit Barik, founder of Goina by Surajit, adding that craftsmanship today is “almost indistinguishable from real gold.”

That practicality extends to how we celebrate. “Modern weddings demand varied looks,” says Sayak Chakraborty, founder of Jalsaghar Calcutta, noting that such pieces balance “tradition, style and affordability,” while easing concerns around cost and security.

Destination weddings, fluid dressing and the new logic

Mobility has changed everything. “Carrying traditional gold jewellery starts to feel heavy. It comes with a certain risk,” says Monalisha Manna, owner of Earthaments. “It almost becomes a liability in moments that are meant to feel light, celebratory, and free.”

Gold-plated silver answers that shift–lighter, expressive, and easier to move with. It also aligns with broader cultural changes. Sayak Chakraborty, founder of Jalsaghar Calcutta, notes that jewellery, once worn by all genders, is returning to a more fluid space, helped in part by figures like Vijay Deverakonda.

What emerges is a dual market: gold as emotion and security, and plated silver as expression and freedom. As Manna sums up, “We are separating investment from expression."

How to style gold-plated jewellery like fine jewellery:

• Treat gold-plated pieces like fine jewellery, not costume
• Pair statement pieces with silk or benarasi for richness
• Keep daytime looks minimal with delicate chains or jhumkas
• Layer necklaces or stack bangles for depth
• Stick to warm tones—reds, maroons, ivory, pastels
• Balance heavy and light elements in one look
• Add pearls for a layered, contemporary finish

– Abhisek Roy, stylist

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