Gold vs. Costume Jewellery: How Mauritius Is Changing Its Taste

For generations, a gold chain, a pair of gold earrings, or a gold ring meant far more than a fashion accessory in Mauritius. Jewellery was bought to last a lifetime, passed down through families, and often treated as a form of savings or financial security. But shopping habits appear to be shifting — and gold is no longer the automatic first choice for many consumers. **The rise of fashion jewellery** Costume jewellery, gold-plated pieces, stainless steel accessories, and high-quality imitations of luxury designs are now taking up a growing share of the market. On social media platforms and online marketplaces, shoppers can easily find pieces that mirror the look, colour, and style of far more expensive creations — at a fraction of the price. The trend is being driven largely by cost. With international gold prices at record highs in recent years, purchasing a genuine gold chain or a statement ring has become a significant financial commitment. For the price of one gold piece, some consumers can instead buy several fashion accessories and rotate them depending on their outfit, mood, or occasion. **A different relationship with jewellery** The underlying attitude toward jewellery has also changed. Where previous generations often searched for a single, timeless piece "for life," younger consumers tend to treat jewellery more like clothing — something to refresh regularly, coordinate with trends, and replace without regret. Social media has played a key role in this. Platforms like Instagram and TikTok constantly showcase new styles and aesthetics, creating demand for variety over permanence. A fashion-forward look one season may feel dated the next, making the case for affordable, interchangeable pieces rather than a costly investment. **What this means** For Mauritian jewellers and gold traders, the shift presents both a challenge and an opportunity. Traditional gold jewellery shops — particularly those in areas like Port Louis's Chinatown or Quatre Bornes — built their businesses on the assumption that customers valued permanence and craftsmanship above all. That market has not disappeared, but it is now sharing space with a new generation of buyers who prioritise flexibility and affordability. For consumers, the change means more choice but also new risks. Fashion jewellery and plated pieces can tarnish, cause skin reactions, or wear out quickly — factors worth considering before abandoning gold entirely. Unlike gold, costume jewellery holds no resale or investment value. The broader picture reflects a global pattern: as the cost of living rises and online retail expands, consumers everywhere are rethinking what jewellery is actually for — and whether it needs to be precious to be meaningful. Source: ION News