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Bling in the New
The New Indian Express Kochi
|October 19, 2025
There's a different kind of shimmer in the air. This Diwali, Gen Z is going in for jewellery that is ethical, modern, and not exactly investment-driven
Gold in India has never just been metal. It is legacy, pride, and investment. But in 2025, the alloy of aspiration looks different. The new gold glows softly, bends easily, and doesn't weigh down wrists or lives. The Midas touch this Diwali time is different.
Where once 24K gold reigned as the standard of virtue and value, jewellers across Surat, Coimbatore, and Jaipur are now turning to more wearable mixes: 14K (about 58.5 per cent gold), 12K (50 per cent), and, increasingly, even 9K alloys. These lower-carat compositions, strengthened with copper, silver, and other metals, make jewellery more durable, less prone to scratches, and infinitely better suited to everyday use. The Bureau of Indian Standards' recent move to allow hallmarking for 9K jewellery has legitimised this shift; fine jewellery, once the preserve of the affluent, has become more democratic, opening a shimmering middle ground between luxury and accessibility.
This story is from the October 19, 2025 edition of The New Indian Express Kochi.
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