Exploring the Ideal Type of Jewelry in Yazd (IRAN): A Sociological Analysis of High-Karat Gold

The city of Yazd is recognized as a significant center for the production and consumption of jewelry, particularly with the use of 21-karat gold. This study investigates the reasons for the preference for gold and the ideal patterns (typical types) of jewelry in Yazd. Utilizing both quantitative and qualitative methods, data were collected from gold and jewelry specialists. The results indicate that cultural, social, and economic factors significantly influence the prevalence of 21-karat gold. Traditional and symbolic beliefs, the social and economic status of individuals, and the high added value of this type of gold are among the primary reasons for this phenomenon. Additionally, consumer preferences and ideal jewelry patterns are influenced by factors such as age, gender, and education level. Research indicates that consumers value flexibility and specific features of chain designs, with this type of gold experiencing high demand at wedding ceremonies. Price fluctuations have minimal impact on demand. Understanding these factors is essential for designers and producers to create products that align with consumer preferences and to develop effective policies in the broader context of gold and jewelry and handicrafts. This study contributes to a deeper understanding of the gold market in Yazd and provides stakeholders with strategies to enhance their activities.

Keywords:

Gold , 21-Karat Gold , Jewelry , Yazd.Iran