Dubai — Gold shoppers in the UAE are increasingly turning to lighter 22K jewellery pieces as prices continue to remain elevated at Dh377 a gram. With forecasts suggesting further increases, retailers are introducing smaller, low-weight options to keep customers engaged and to maintain gold’s position as both an adornment and investment choice.
The new trend has led to growing interest in chains and necklaces weighing just 5–6 grams, bangles of 2–3 grams, and earrings and lockets of as little as 1–1.5 grams. Retailers say these lighter pieces help offset the burden of high making charges, which are proving a major concern for shoppers.
“If we give these lower-weight options, customers are more likely to visit our stores,” said one jewellery retailer. “If we only focus on bespoke jewellery, visits will drop significantly at current prices.”
Industry insiders note that 22K jewellery continues to dominate the investment-driven segment of the market, while 18K pieces remain niche due to the higher proportion of making charges. For many buyers, purchasing several smaller gold pieces at a value of Dh2,000–Dh3,000 has become preferable to committing Dh10,000 or more on a single heavy item. Retailers argue that steady sales to a larger number of buyers are more sustainable than relying on one or two big-ticket purchases.
The change in buying behaviour is also shaping upcoming seasonal promotions. Ahead of the Indian festival of Onam in early September, UAE retailers are centering their offers around lighter 22K jewellery, aiming to draw in budget-conscious shoppers without compromising on investment value.
“At current gold prices, shoppers are changing how they buy. By focusing on affordability and accessibility, we can keep gold within reach,” said an industry source.
However, there are growing concerns among larger retailers with multiple outlets and high operating costs. Regular monthly drops in jewellery demand are already being reported, and sustaining store visits has become a top priority. Market analysts warn that if gold prices continue to climb, demand could face further pressure despite the introduction of lighter designs. For now, the shift to “extra-lite” 22K jewellery represents the industry’s best strategy to balance consumer affordability with business sustainability.
