Source-thestar.com

There was a time when women adored gold. Jewellery made in gold always occupied a pride of place in every woman’s wardrobe and hearts. Chains, bangles, rings and anklets in gold were not only must-haves, but a woman would be looked down at if she didn’t own exquisite pieces of jewellery. Think of the Indian weddings of the olden times, and images of a coy demure bride decked up in gold from head to toe come rushing to our minds. Right from the “chuttis” and “mattis”, to the anklets and toe-rings, the bride is almost bathed in gold. Even the family and friends who attended the weddings made use of this opportunity to show off their possessions in this sparkling, yellow metal. There was so much bling around that one’s eyes would hurt when looked at them for a long time.

Cut to few years now. Most girls despise the older generations’ chunky, sparkling, yellow gold. Gold has been relegated to something that is worn only when you are getting married. Out went the yellow gold, and in came the more trendy white gold. And those with bigger pockets started opting for the priceless platinum. Elegant and simple pieces in white gold replaced gold in a big way. Women can match them as easily with western wear as they did with Indian attire. Formals, casuals, party wear – there is something that matched each occasion. Minimalist is the way to go now.

But there is happy news for grandmas and moms with young daughters. Gold is back with a bang, and how? Jewellers are coming up with innovative and trendy designs to suit the modern Indian woman’s interests. Taking a cue from this shift in interest, the current commercials are trying lure back the young ladies. Look at one of the latest Bhima ads for instance. The girl is being visited by her childhood sweetheart and is being gifted a jewellery set in gold – a necklace and a pair of ear rings. And the girl in question had not even pierced her ears. She had to get them pierced just to wear her sweetheart’s gift. How trendy is that! And look at the latest Tanishq ad too. The girl doesn’t want to get married. So typical of the modern day girl who doesn’t want to get tied down soon! But she falls for the bait thrown by her mom. Now that is not very typical. But yes, even the trendy women are opening up to the idea of wearing gold more often, just give them equally trendy designs please!

Recently Cochin witnessed another glitzy fashion show at Gold Souk. Here are some photographs of the event. Have fun!

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