NONTHABURI — With the price of real gold jewelry soaring to 60,000 baht per baht-weight (approximately $3,780 per troy ounce) yesterday—the highest in history—demand for imitation gold jewelry has surged.
The owners of Thong Ek Jewelry, located on Born Street in Muang Thong Thani, Pak Kret district, Nonthaburi, Thailand’s top-selling imitation gold jewelry shop, revealed on October 1 that the surge in gold prices has significantly boosted their sales.
Inkwat Decharat, 41, and Juthamas, 32, the husband-and-wife owners, said their business has been growing steadily since real gold prices first rose to 40,000–50,000 baht ($1,20-1,540) per baht-weight (15.2 grams). When prices surpassed 50,000 baht ($1,540), demand from both new and returning customers increased further. Now, with prices reaching 60,000 baht ($1,850), sales have spiked again.
Inkwat explained that gold remains a socially accepted adornment that boosts confidence and status for wearers. But as real gold becomes increasingly unaffordable, imitation gold has emerged as an attractive alternative—easy to access and far more affordable.
“Our imitation gold products have been continuously upgraded in materials, designs, and patterns, offering a wide variety to choose from. We also provide after-sales services and warranties. This is why Ek Jewelry has become the number one imitation gold store in Thailand, with a growing customer base,” Inkwat said.
Juthamas added that despite the sluggish economy and weakened purchasing power, the shop still sees steady sales. Many customers need jewelry for social occasions or festivals when they return to their hometowns. Others choose imitation gold for safety reasons, preferring to store their real gold and wear imitation pieces in public.
Inkwat emphasized that while their shop sells imitation gold, quality is not compromised. Customers can return, exchange, or trade in products under their guarantee. “I believe that over the next three months, sales of imitation gold will rise another 20–30%. By year-end and during the long holiday season, sales could jump 100–200%, so we’re already preparing to triple our stock,” he said.
Keng, a long-time customer, said he frequently visits the shop to browse new designs. “This shop offers better quality and more choices than others. For me, imitation gold is necessary, especially for social events. I like it because it’s convenient, easy to use, and I don’t have to worry about safety, especially now that real gold prices have skyrocketed.”
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