Dubai, renowned globally as the ‘City of Gold,’ has officially introduced 14K gold pricing for the first time in its history, a strategic move aimed at revitalizing consumer interest in the jewelry market. The initiative, announced by the Dubai Jewellery Group (DJG) — the largest trade body representing approximately 600 members in the industry — comes as gold prices soared to unprecedented levels in October 2025, both in the UAE and worldwide.
As of Thursday morning, 14K gold was trading at Dh300.25 per gram, positioning it as the most affordable variant available in the UAE. This price point is over Dh200 cheaper than 24K gold and nearly Dh85 less than 18K gold, making it an attractive option for budget-conscious consumers.
Industry experts highlight that the introduction of 14K gold primarily targets two key segments: customers purchasing diamond-studded jewelry and those seeking more affordable, everyday ornaments. Anil Dhanak, Managing Director of Kanz Jewels, explained that 14K gold offers enhanced durability for mountings and lower entry prices without compromising aesthetic appeal, particularly for pieces where gold serves as a supporting metal rather than the core value.
The timing of this initiative is critical. Data from the World Gold Council reveals that gold jewelry demand in the UAE plummeted to a five-year low of 6.3 tonnes in the third quarter of 2025, marking a 10% year-on-year decline and an 18% quarter-on-quarter drop. Rising prices have rendered traditional gold ornaments unaffordable for many, prompting a shift in consumer behavior.
Chirag Vora, Managing Director of Bafleh Jewellers, noted that lower-priced options like 14K gold could attract younger buyers, first-time purchasers, and expatriates familiar with this karatage. Retailers can now offer tiered options: 22K for traditional value, 18K for luxury fashion, and 14K for accessible everyday pieces.
Concurrently, consumer preferences are evolving. Shamlal Ahamed, Managing Director for International Operations at Malabar Gold and Diamonds, observed a growing trend toward lightweight, lifestyle jewelry driven by design sensibilities rather than mere price considerations. Millennials and Gen Z customers are leading this shift, seeking versatile, contemporary pieces that align with their daily lives.
The introduction of 14K gold is poised to stimulate unit sales, support retailers and manufacturers, and cater to a broader demographic, ensuring Dubai’s continued prominence in the global gold market.