Diamonds step up - Gold’s cultural glitter fades
A new trends has started. Brides have traditionally donned heavy golden sets on their wedding day. And after marriage, many Hindu women have traditionally worn a mangalsutra — a necklace made of a gold ornament hung from a string of black beads or a golden chain — that serves the same purpose as a wedding ring in the West.
Immersed in American culture, many second-generation women are opting for diamond bridal jewelry, dropping the mangalsutra for wedding bands, and adopting the Western tradition of diamond engagement rings.
Traditions vary by culture and religion, but many South Asian weddings entail a number of ceremonies spread over a few days. So it’s not uncommon to see brides make several dress and jewelry changes.
Because her family traces its origins to Persia, the Western influence is perhaps greater than in most Hindu-American or Muslim-American households from the region, said Farieda Irani, Bharucha’s future mother-in-law, who will give her wedding jewelry, according to her Zoroastrian religious tradition.
The shift to diamonds for her family is more a result of economics than a shedding of tradition, she said.
"Gold played a large role because it was always more affordable than diamonds," she said. "I guess we have done well enough whereby we can afford to give diamonds, so we’re a bit more indulgent with those things with our kids."
Multipiece diamond sets for brides can cost thousands. At Karat 22 Jewelers, diamond wedding jewelry can start at $9,500 compared with gold sets, which start at about $5,500 and are usually sold by weight.
Shopkeepers say well-heeled second-generation shoppers are willing to spend more on a few diamonds than on a lot of gold. That way they can wear the jewelry more often and not be forced to store it in a safe-deposit box.
"Even as a kid growing up here, I never wore gold during the daytime," Bharucha said. "For functions and parties, I’d put on my gold bangles and gold earrings, but I like to wear jewelry all the time, and this is something that just goes with everything."
Source: http://www.chron.com/disp/story.mpl/headline/biz/5137163.html
