Faced with high costs and shifting values, young Chinese couples are increasingly choosing to rent gold jewelry for their weddings rather than buy it outright.

Wearing gold has long held deep cultural significance in China’s wedding traditions, symbolizing wealth, good fortune, and enduring commitment. This is especially true in southern regions, where brides typically receive gold jewelry from elders and relatives as a form of blessing.

However, this tradition is becoming more expensive. Retail prices for gold jewelry in the country have jumped by over 35% since 2024, breaking the 1,000 yuan ($139) per gram mark. Leading jeweler Chow Tai Fook was quoting 1,008 yuan per gram as of May 21.

In contrast, renting gold jewelry remains far more affordable. Rates typically range from 10 to 20 yuan per gram, depending on the piece’s weight and design, according to domestic media.

Therefore, while a 100-gram gold jewelry set may cost around 100,000 yuan to buy, renting a comparable set costs about 1,500 yuan per day — roughly 1.5% of the price.

Practicality is another reason some couples are opting to rent. One woman born in the mid-1990s told local media that wedding jewelry tends to be overly ornate, and is rarely worn again after the ceremony. She preferred to spend the money she saved on a honeymoon, home furnishings, or investment-grade gold bars.

The trend has sparked heated debate online, garnering over 900,000 posts on the lifestyle platform Xiaohongshu, also known as RedNote, and more than 10 million views on microblogging platform Weibo. Reactions are mixed — some applaud it as a practical and budget-friendly alternative, while others raise concerns about security and question the necessity of catering to this expensive wedding tradition.

Many users point out that renting gold isn’t exactly cheap and comes with the risk of loss. One jewelry store owner told domestic media that they only sell, not rent, gold items due to concerns over wear and tear, counterfeiting, and “other unpredictable factors at weddings.”

Meanwhile, traditionalists argue that renting undermines the true meaning of wedding jewelry, which is meant to carry blessings from the family and serve as a form of financial security for the newlyweds.

Others question the costly tradition altogether, saying that renting gold is an expensive workaround that fuels unhealthy comparisons. Some suggest a more practical approach: purchasing imitation gold at a much lower price.

“Buying a fake is even more convenient than renting,” one upvoted comment read on Weibo.

Most businesses offering gold rental services on Xiaohongshu are based in the southern Guangdong province, where the tradition of wearing gold is more widespread. A vendor in nearby Shenzhen said they usually require a deposit equal to 120% of the item’s market value, as well as copies of the renter’s ID and marriage certificate.

Minor scratches or damage are generally acceptable as long as the item’s weight remains unchanged. However, if a piece is lost, customers must pay the full market price based on that day’s gold price.

“The trend of renting gold reflects a shift in young people’s consumption mindset — placing greater emphasis on practicality, cost effectiveness, flexibility, and the overall experience,” Liu Chunsheng, an associate professor at the Central University of Finance and Economics, told domestic media. However, he cautioned that consumers should choose legitimate rental platforms and certified shops to avoid potential fraud.

Last month, gold prices in China soared to record highs due to uncertainty over U.S. tariff policies and their potential economic fallout, leading many to sell their reserves. At the time, spot gold prices — the price of gold as traded on the stock market — hit $3,357.92 per troy ounce (787 yuan per gram). As of May 22, the spot price had fallen to $3,230.70.

Editor: Tom Arnstein.

(Header image: VCG)