I had a relatively traditional Punjabi wedding 4+ years ago; gold was involved. Not a lot, mind you (we’re no Chatwals). But my wife did get some heavy-looking gold necklace-and-earring ‘sets’ from both her own family and my extended family at the time of the wedding. Later, I came to wonder about the point of it all, since the majority of that jewelry simply can’t be worn ever again. (You’d look silly wearing such heavy jewelry at anything but your own wedding.)
Amongst urban Indians, gold is going out of fashion in general:
“My daughters keep saying, ‘Nothing yellow, nothing yellow.’ For them, gold is old,” Bhardwaj said in her living room while sporting three gold rings, bangles, a chain and earrings. A painting of a 16th-century Mughal empress embellished with 24-karat gold decorated the wall.
Her 21-year-old daughter, Sonam Bhardwaj, has had it up to here with gold. “I think it is too gaudy and chunky,” she said with a look of disgust. “Look at my mother.”
In India, where an economic boom has taken hold and tastes are noticeably shifting, Sonam represents one of the newest consumers on the block — a young urban woman who has distanced herself from India’s deep-rooted gold tradition.
Today there are legions of young Indians whose eyes twinkle not at the sight of gold but at the sight of luxury goods. Sonam, for example, is hoping for a new Nokia Nseries phone next month for Diwali, the Hindu festival of lights. She already has a pair of Versace sunglasses and a Guess bag in her collection of fineries. (link)
For me, this transition seems to be an interesting case of a changing economic structure leading to unconscious changes in cultural values and practices. Insofar as most Indians used to be suspicious of banks and credit, gold was the central denomination in life’s most important rituals. New brides were given jewelry in gold partly because the gold itself was a rock-solid economic asset, and I gather the jewelry was usually considered a part of the dowry ‘trousseau’ as well. In a more “liquified” consumer driven system, on the other hand, gold seems dull — static and dusty, like the Gold Standard itself.
Am I speculating too much here, or is there really some sort of unconscious connection between the psychology of the change in fashion and the changing macroeconomic paradigm?
Secondly, does anyone want to defend gold wedding jewelry, and the traditionalism it represents? (Would you rather have gold, diamonds, or something entirely different — say, a Blackberry ‘Pearl’ — as a wedding present?) Continue reading