For generations, gold has been more than jewellery in UAE households. It is a wedding gift, an heirloom and, for many women, a quiet form of saving. Retailers now say younger buyers are changing the relationship. Gold still matters to millennials and Gen Z, but they care less about quantity and more about how often they can wear it.

Wearability comes first

Jewellers say heavy traditional sets still have their place at weddings and special occasions. For everyday use, younger customers prefer lighter, contemporary pieces that fit their wardrobes, budgets and lifestyles.

Emirati buyer Maha Ali, 27, illustrates the pattern. She buys gold every few months, a habit she learnt from her family, and occasionally invests in heavier designs but generally chooses smaller pieces for daily wear. She likes that she can enjoy the jewellery while still treating it as an investment.

Amreen Iqbal, founder of Dubai brand Piece of You, says the shift is not confined to Gen Z. She has seen women across generations move towards lighter chains, rings, bracelets and pendants that can be layered and styled, treating gold as something to live in rather than something kept for occasions. Emirati customer Budoor Almuhairi put it simply: choosing lighter jewellery does not mean owning less gold, only wearing what she owns more often.

Design is as important as value

Iqbal says younger shoppers want a piece that reflects their personality and fits into their everyday wardrobe while keeping the intrinsic value of fine jewellery. Larger retailers are seeing the same thing. Shamlal Ahamed of Malabar Gold & Diamonds says the biggest change he has observed is the move towards lighter, minimalist, everyday designs.

Why 18-karat is gaining ground

Interest in 18-karat lifestyle jewellery is rising, especially among buyers who want modern design and durability. With gold prices making heavier pieces more expensive, a lower-weight 18K piece lets a customer own fine jewellery without the high price. Joyalukkas has launched lines such as Yuva, with lightweight contemporary designs, and Joy18, its 18-karat range, with chief executive John Paul Alukkas saying customers want jewellery they can wear from work to brunch to a wedding and again the next day.

The price factor

Costs are part of the story. Dubai's 24-karat gold was priced at Dh527.75 a gram in Saturday morning rates, with 22-karat at Dh488.75, unchanged from Friday, according to figures from the Dubai Gold & Jewellery Group as reported by media. An earlier report by The National found UAE shoppers buying more carefully after prices hit a three-month high in August.

Chirag Vora of Bafleh Jewellery says first-time young buyers become more cautious when prices are high and often start small, while established customers buying for weddings and family milestones stay committed. Anil Dhanak of Kanz Jewels puts it this way: young people are not losing interest, they are buying differently.

Tradition has not gone away

Behind the new styles, the reasons for buying are familiar. Dubai student Sara A began wearing gold to feel connected to the women in her family, and much of her jewellery has been passed from her grandmother to her mother to her. She sees it both as legacy and financial security. Another student, Tasmiyah Anwar, prefers 18-karat and views pieces as accessories and investments, hoping to buy more once she starts work.

Traditional occasions still drive purchases, including weddings, engagements, religious and cultural festivals and family celebrations, and jewellers say younger buyers increasingly mark first jobs and career milestones with gold.

What it means for the market

The trend does not mean gold is losing its appeal. Retailers are adjusting their collections, with more 18K ranges, minimalist designs and mix-and-match pieces aimed at younger customers, while keeping heavier bridal sets for wedding season. For shoppers, the message from the trade is to think about how a piece will be worn and how much weight they want to commit to at current prices. As Vora put it, gold can be both an emotional purchase and an asset, but at today's prices buyers are paying closer attention to weight and overall value.

Anyone buying gold as an investment should compare making charges and buy-back terms across retailers, and check the day's rate before purchase, as prices can move.