ISLAMABAD: As wedding season on its peak, the artificial jewellery markets are witnessing a boom with its low cost and variety of designs and colours.

A report aired by a private TV channel, the shopping frenzy and celebratory mood is set to continue all over the country.

The sale of traditional gold jewellery is lacking much interest even at the peak of wedding seasons.

A shopkeeper Hashim Daniyal said the best thing about these accessories is that they are available in different designs and colours and they are so affordable that one can customize according to the dress worn.

Majority of the shopkeepers said that people want attractive and affordable jewellery in accordance with the current fashion. Even if the gold prices will decrease, artificial jewellery will continue to sell like this only.

Artificial jewellery witnessed a record increase of around 80 to 90 per cent in the sale of such jewellery in the last few months, shopkeepers said.

A customer Hina Qasim said more young working women are looking for ornaments that are independent of dress code and are suitable on western wear.

A few years back people used to buy gold for long-term investment; however the trend has changed since artificial jewellery is not only cheaper, but is also available in beautiful designs, another young girl Huma Usman said.

Parents of both brides and the grooms are more interested in marriage solemnised with benefit manner rather than in making the occasion colourful and memorable, said Sobia Ali.

Even many well-off families are also seen purchasing artificial jewellery, local gold jeweler said.-AFP