The price of one sovereign of gold (8 grams) has crossed the ₹1-lakh mark in Kerala. This rise was expected but still hurts families of brides. Many had hoped for a last-minute price drop. "This is a huge slap in the face for common folk. We hoped to make a last-minute purchase, expecting prices to drop, even though gold had remained above ₹90,000 for the past few months," said Bivitha M., a homemaker from Koyilandy, Kozhikode. Her eldest daughter’s wedding is this Sunday. Because of the price rise, they will buy only seven sovereigns instead of the planned ten. Kerala leads India in per capita gold use. Gold jewellery is almost a must at weddings, seen now as an investment for the bride's future rather than just dowry. "Gold comes in handy during emergencies. With prices steadily rising, it has become one of the most reliable investments for anyone, not just women," said Ramya N.P., an accountant who married last year when gold cost about ₹50,000 per sovereign. Some families planned early. For example, Archana Anilkumar’s family, whose wedding is in January, deposited money at jewellery stores when gold prices were ₹55,000 and ₹70,000. "That has come in handy now," Archana said. Many modern brides, including Archana, avoid heavy gold jewellery and want only small amounts. Bivitha said it was a relief that her daughters refused large gold gifts. "They maintain that they can buy gold on their own if needed," she said. The gold price rise has also hit the jewellery business. T.K. Surendran, Kozhikode district president of the All Kerala Gold and Silver Merchants’ Association, said, "Most people now come only to exchange old gold ornaments. Even for weddings, many opt for imitation jewellery. Gold is no longer purchased as gifts." Despite the high costs, Kerala's love for gold is unlikely to fade, Surendran added.