AMMAN — An unprecedented surge in gold prices is reshaping long-standingwedding traditions, fo rcing couples to rethink their wedding plans and raising broader questions about the economic pressures on young families.

 

In Jordan, gold has long been central to marriage preparations. Beyond its role as jewellery, it forms a key component of the maher, the marital gift traditionally provided by the groom to the bride, and is widely regarded as both a cultural symbol and a store of value. However, the sharp rise in prices has placed increasing strain on this custom.

 

As of January 24, the selling price of one gramme of 21-carat gold in the local market stood at around JD101, while 24-carat gold reached approximately JD115.3 per gramme, according to figures from the General Syndicate of Owners of Jewellery Stores.

 

At these levels, even modest wedding gold sets now come with a hefty price tag, figures that would have seemed unthinkable just a few years ago.

 

Industry analysts attribute the surge to a combination of global factors. Internationally, gold has climbed to record highs as investors seek safe-haven assets amid economic uncertainty and geopolitical tensions.

 

Major financial institutions have raised their price forecasts, with some predicting further gains through 2026 as central banks diversify reserves and investors hedge against inflation and currency volatility.

 

At jewellery shops in Amman, the impact is evident in daily customer interactions and shifting consumer behaviour. Rabhi Allan, president of the General Syndicate for Owners of Jewellery Shops, told The Jordan Times that persistently high prices have prompted many prospective buyers to reassess their plans.

 

“We are seeing couples reduce the amount of gold they intend to buy, and many are opting for simpler designs or lower-carat options,” he said. “For some, even that has become a challenge.”

 

For Leen Shabsough, who is planning her wedding later this year, rising gold prices have been a sobering reality check. “I always imagined a traditional wedding, with gold jewellery that honours our heritage,” she said. “Now we are being forced to compromise on our original plans. Even a basic set feels out of reach.”

 

Her experience reflects a broader trend among Jordanian couples grappling with the rising cost of marriage. Kawthar Ali, another bride-to-be, said that what was once a reasonable budget for wedding jewellery no longer stretches far enough — a sentiment echoed by many young Jordanians.

 

Beyond weddings, the surge in gold prices is also changing how people think about long-term savings. Traditionally viewed as a stable investment, gold has become increasingly difficult to access, even for small purchases, prompting some families to consider alternative saving strategies.

 

Economists say the trend carries wider implications. Farah Qamaz, an economic analyst, noted that the phenomenon highlights how global commodity price movements directly affect daily life. “When a culturally embedded asset like gold becomes prohibitively expensive, it doesn’t just affect weddings, it reshapes household financial planning,” she said.

 

Gold’s growing appeal as a hedge against inflation also reflects broader economic anxieties, as global markets remain unsettled by policy shifts and geopolitical uncertainty, according to international reports.

 

For now, couples, families and economists alike continue to debate how tradition can be balanced with financial reality. As gold prices climb, so too do questions about how deeply customs may need to adapt to economic pressures that show little sign of easing.