Everyday gold jewellery is gaining popularity among youth:’Solai’ offers lightweight and trendy designs for daily fashion; starting from ₹20,000

Ranka Jewellers has launched ‘Solai’, a new jewellery brand focused on lightweight gold jewellery designed for everyday wear. Created by Nishika Ranka, the idea of the brand came from a growing demand among customers for gold jewellery that feels modern, wearable, light and practical for daily life. The brand offers jewellery in 9 karat, 14 karat, and 18 karat gold, with price points starting from ₹20,000. Unlike heavy traditional jewellery usually reserved for weddings and festive occasions, Solai focuses on designs that can easily be worn everyday. This launch reflects a larger shift happening in the jewellery industry. Gold continues to hold emotional and financial value in Indian households, but the way people wear it is gradually changing. Young consumers today are looking for jewellery that is afordable and matches their lifestyle, workwear and casual fashion choices instead of pieces that remain locked away for special occasions. Rising gold prices are changing buying habits Another big reason behind this trend is the increasing price of gold. Customers are becoming more mindful about how they spend on jewellery. Lightweight designs with lower gram weight are now seen as more practical because they combine affordability with the assurance of real gold. In this changing market, 9 karat gold is also attracting attention. It offers a more accessible entry point for first-time fine jewellery buyers who want genuine gold jewellery without very high prices. Shift from heavy traditional designs Heavy bridal jewellery still remains important in Indian culture, especially during weddings and festivals like Diwali. However, lifestyle trends are slowly moving towards simpler and more wearable designs for regular use. ‘Solai’ is trying to bridge the gap between fashion jewellery and traditional fine jewellery by offering modern designs that still carry the value and trust associated with gold.