Thursday, 24th July 2008 (897 views)

There is a growing craze for lightweight gold, according to the Indo-Asian News Service (IANS).

According to the news agency, after a decade-long fall from favour the yellow metal has become fashionable once more in its lightweight form.

Apparently the lightness of the metal suits both the price range and daily-wear needs of new age women.

Chanat Sorakraikitikul, director of Pranda Jewellery, said gold is making a come-back.

Michelle King, marketing head of Gili, said gold jewellery used to only be available as a heavy metal and so consumers with smaller budgets had to look elsewhere.

But now gold jewellery design has been transformed to offer a wider choice, according to IANS.

Jeweller Santosh Kumar, marketing head of Jewels Plus, said: "Heavy gold jewellery has always been in demand [but] ... we were losing on young customers so we had to foray into the lightweight jewellery business."

Pranda Jewellery was established almost 35 years ago and has seven factories across south-east Asia.

 

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