In Ludhiana, Punjab, India, the jewellery industry is facing a downturn during the wedding season due to a recent increase in customs duty on gold and silver. Prime Minister Narendra Modi's appeal for citizens to avoid buying gold for a year has further dampened consumer sentiment. Local jewellers report that gold prices surged by nearly ₹8,000 in a single day, causing panic among buyers and significantly reducing foot traffic in jewellery showrooms. Mala Dhanda, a jeweller, noted that most customers are now refurbishing or renewing old jewellery rather than buying new pieces. She emphasized the importance of gold as 'istri dhan' (women's wealth) in Indian households, which traditionally provides financial support during tough times. Nilesh Garg, owner of Shri Valav Jewellers, echoed these concerns, stating that while demand for gold will persist due to its emotional significance, the current economic climate is discouraging fresh purchases. Both jewellers have called on the government to take action to stabilize gold and silver prices to alleviate the burden on consumers and small traders.