In response to shifting consumer preferences and soaring prices, Singapore-based gold jewelers are rethinking their strategies. They are updating designs and adjusting prices to attract customers, as the demand for gold jewelry takes a hit from a growing interest in investment gold.
Kim Poh Hong Goldsmith, a longstanding family-owned jeweler, revealed in mid-October that demand for its 22-karat gold jewelry had dropped by an approximate 30-40% in the preceding two months. Rising prices have made it more challenging to sell these traditionally favored items in the Asian marketplace. Susan Tan, the owner, stated that they had significantly reduced their orders from wholesalers in response to this decline.
Recently, retailers throughout the city-state have noticed that even seasonal demand has been tepid, as consumers become increasingly price-conscious. Many customers appear to be taking advantage of the surging gold prices by selling or trading in their old jewelry pieces.
In the backdrop of geopolitical tensions and a rate-easing cycle by the U.S. Federal Reserve, the price of gold soared by 64% last year. This was further fuelled by sustained purchases by central banks and inflows into exchange-traded funds. Gold even broke multiple records, with its value reaching an unprecedented US$4,549.71 per ounce on December 26, 2025. Industry analysts anticipate that the prices will remain elevated this year.
The steep climb in bullion prices has significantly boosted the demand for gold bars and coins in Singapore. Their demand soared by 47% year-on-year to 1.8 tonnes in the third quarter of 2025. However, there has been an 8% slide in the city-state’s gold jewelry consumption, which fell to 1.4 tonnes during the same period. Even in India and China, the world’s two largest gold-consuming countries, there was a drop in gold jewelry purchases by volume by 31% and 18%, respectively.
According to the World Gold Council, the high gold prices were primarily responsible for this decline as they impacted affordability.
Ho Nai Chuen, the president of the Singapore Jewellers Association and managing director of On Cheong Jewellery, noted that investment-grade gold bars, also known as Investment Precious Metals, are exempt from the Goods and Services Tax. This exemption has led some consumers to opt for gold bars instead of gold jewelry, as a means to conserve their monetary value.
As gold prices continue to deter purchases, retailers are now compelled to strike a balance between keeping their products affordable and maintaining their design appeal. Chong Cui Xin, a merchandising manager at G&J Goldsmiths & Jewellery, shared that customers are favoring lighter pieces. The jewelry store has been introducing necklaces and bracelets weighing less than 3g to make them more wallet-friendly for consumers.
Joanne Sim, co-founder and designer of Eli J Fine Jewelry, expressed similar sentiments. She mentioned that the company had to rethink its pricing strategy as an increasing number of buyers are now choosing lower-priced 14-karat gold jewelry. For those customers who prefer white gold, the brand offers platinum as a more affordable alternative.
Despite the changes, these jewelers continue to reserve 18-karat gold for heirloom-quality pieces, maintaining their commitment to quality and tradition.
Why are gold jewelers in Singapore adjusting their prices and designs?
Gold jewelers in Singapore are adjusting their prices and designs to attract customers, as demand for gold jewelry is decreasing due to a growing preference for investment-grade gold and rising gold prices.
What is the impact of high gold prices on the jewelry market?
High gold prices have resulted in a decrease in demand for gold jewelry due to affordability issues. However, it has also led to a significant increase in the demand for gold bars and coins, which are being viewed as investment-grade gold.
How are jewelers responding to changes in consumer preferences?
Jewelers are responding by introducing lighter and more affordable pieces, such as jewelry weighing less than 3g, and offering alternatives such as platinum for customers who prefer white gold. They are also focusing on maintaining the design appeal of their products.
