Surging gold prices compel women alter their focus to artificial jewelry.

ISLAMABAD -- The unprecedented increase in the rates of gold during the last few months has compelled the majority of the women customers to prefer buying artificial, traditional and gold plated jewelry instead of gold.

The demand of artificial jewelry has registered significant increase since the gold price has crossed Rs. 93,000 per tola during the last few days and touched the historic hike, limiting the purchasing capacity of the majority of customers.

The increasing trend in gold prices has badly affected the gold business as well as the life of the workers associated with it who are now switching to other means of income to manage their household affairs in prevailing price hike situation.

'It is difficult for the customers belonging to middle class families to afford buying gold at the weddings even due to increasing prices. We cannot disturb our whole budget for the sake of only one event', Shaista Amin, a house wife said.

She said the biggest dream of every mother is to give beautiful gold jewelry to her daughter which do not only add attraction to the event of her wedding but also contribute to the purpose of life time saving.

Although, I kept on saving money throughout my life for this purpose but unfortunately remained unable to fulfill this dream owing to the massive increase in the prices of gold, she said while talking to reporter.

Tariq Usman, a Jeweler in the local market of Rawalpindi, said jump in gold price up to Rs. 93,400 per tola during this month has limited the purchasing capacity of the common man, negatively impacting the gold business.

The number of customers has registered significant decrease after surging price of gold. Earlier, if a customer had capacity to buy five tola gold is restricting now up to one or two tola only while majority of them prefer buying artificial jewelry which is...