![\"india](\"http:\/\/static.businessinsider.com\/image\/4aefffb00000000000d6ada3\/india-woman-gold.jpg\")
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Indians have traditionally been one of the largest sources of gold jewelry demand.<\/p>\n
Now that’s changing, both due to high gold prices and a cultural shift away from the heavy gold chains of the past.<\/p>\n
Increasingly, it appears women now opt for workmanship over weight when choosing their jewelry made from gold — and increasingly diamonds.<\/p>\n
DNA:<\/a> There is increasing demand for diamond jewellery since the last three years, says S Sanathana Pai, managing director of 135-year-old A Geeri Pai Jewellers at the nearby Broadway, a well known firm in Kerala, which showcases gold and diamond jewels.<\/p>\n “Working women and IT professionals are not into heavy gold ornaments, which can be mostly worn only during weddings and cannot be used regularly,” he told PTI.<\/p>\n However, even now, there are regular sales for traditional jewellery like ‘Palakka’ and ‘Nagapada’, he said.<\/p>\n Kerala women used to wear heavy gold ornaments, but demand for 10 to 15 sovereign gold necklaces has come down, and women now prefer light-weight jewellery in gold and diamonds, he said.<\/p>\n According to PP Sunny, CEO Sunny Diamonds, gold jewellery sales have gone down by 10-30% throughout the state, with interest in diamonds picking up from Kozhikode to Thiruvananthapuram.<\/p>\n One wonders if Indian gold demand will ever be what it once was, and what gold price would be required for this to happen if it ever does.<\/p>\n Join the conversation about this story »<\/a><\/p>\n See Also:<\/b><\/p>\n Indians have traditionally been one of the largest sources of gold jewelry demand. Now that’s changing, both due to high gold prices and a cultural shift away from the heavy gold chains of the past. Increasingly, it appears women now opt for workmanship over weight when choosing their jewelry made from gold — and increasingly […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-248505","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/248505","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=248505"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/248505\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=248505"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=248505"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=248505"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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