So what if bullion prices have gone through the roof? The popularity of the precious yellow metal hasn’t soured at all. This Deepavali, fans of gold jewellery showed their everlasting faith by going ahead and buying them, even if it was in small quantities. The lustre of gold doesn’t seem to fade, ever since the days of the Incas. In fact, its popularity seems to be increasing with each passing day.

Earlier, buying gold was looked upon as solid investment. As a result, it came to be called ‘streedhan’ (a woman’s treasure in dire times). But today, women are acquiring gold ornaments in order to flaunt the creativity that goes into them. Jewellery designers feel that in tricately designed pieces get picked up by discerning

buyers.“Gold is not only very beautiful, but also timeless. It is also an excellent investment, especially in today’s recessionary times. We have buyers from all age groups. It’s true that people are going back to buying gold, but they are opting for combination jewellery, such as gold embedded with wood, glass and precious and semi-precious stones. Besides, they’re opting for lighter sets and more trendy, regular, wearable pieces,’’ explains Vandana Sarawgi of Amrapali Jewellers of Mumbai.

Bangalore-based Sangeeta Deewan, who heads the Tansihq Design Studio, says, “Gold never really lost its popularity. Today white gold has become more popular than yellow gold, as customers are tired of wearing the same old traditional pieces. But now designers like us have started creating good looking and trendier yellow gold jewellery which has got us back more customers, including the hip-hop collegians and young working women.’’