Across South Asia, record gold prices are reshaping wedding traditions as many brides and families turn to imitation and one-gram gold jewellery. In Indian-administered Kashmir, 29-year-old accountant Uzma Bashir said she cannot afford even a single gold ring on her modest salary, while others in India, Bangladesh, and Pakistan are also abandoning pure gold due to its soaring cost. Gold prices reached $5,595 per ounce in January and remain near record highs, driving a 24 percent drop in jewellery demand in India in 2025.

In New Delhi, Fatima Begum said she replaced real gold with one-gram jewellery for her daughters’ weddings, while jewellers in Mumbai and Dhaka report a surge in demand for artificial ornaments. In Bangladesh, 22-carat gold hit $2,200 per bhori, prompting shoppers to choose imitation pieces for both affordability and safety. Pakistani families face similar pressures, with gold prices reaching 540,000 rupees per tola.

Jewellers across the region say the shift marks a cultural adjustment, as gold becomes an investment rather than a wearable symbol. Many brides now rely on gold-plated substitutes to preserve tradition without financial strain.