Consumer liking for imitation and fashion jewellery is growing at a quick pace within India’s gem and jewellery market, leading to many long-standing gold jewellery retailers including such imitation jewellery into their portfolio, reports say. Market factors of volatile gold prices and social influences from soap operas and films are causing consumers to want to wear ornamental /rich looking gold jewellery and trendy designs, but not at the price of real gold jewellery, reports say. %% The domestic gem and jewellery market presents options in one gram gold and imitation jewellery. The consumer for such jewellery includes both the middle and upper middle class. Imitation and one-gram gold jewellery presents advantages of negligible risk of theft or loss, a variety of designs to own to suit the glamour quotient at affordable prices, and design appeals that are as good as the 22-carat real gold jewellery, reports say. %% Innovation in metals and other jewellery inputs is adding to the variety available for consumers of imitation and artificial jewellery, reports say.