How about brass jewellery at your wedding?
Brands like 6 Yards Story and Glued Together offer modern yet culturally inspired pieces, making brass a staple in bridal and everyday fashion
There is a cultural expectation and pressure of South Asian brides to wear gold jewellery at their weddings, as it is seen as a reflection of their status in society. So when 6 Yards Story posted a picture of one of their customers wearing brass jewellery at their wedding, instead of a traditional gold set, it caused a cultural earthquake.
Lora Khan, owner of 6 Yards Story - a local brand specialising in customised brass jewellery - points out that bridal gold jewellery stays locked in the drawer, and most brides do not have much use for it. "While gold and silver hold cultural and sentimental significance, brass - despite lacking in intrinsic value - offers a durable and visually appealing option for everyday wear," she says.
During our childhood, we only saw grownup women in our families adorned in gold jewellery. Over time, imitation jewellery emerged and gained popularity quickly, since it was a cheaper alternative to gold. As the years went by, the notion of wearing strictly gold or imitation evolved into experimenting with different materials. Among these materials, brass emerged as a trendy choice.
From a fashion perspective the appeal of brass lies in its versatility. For many in Bangladesh, gold symbolises status and tradition, but consumers have a limit to how much they can buy it, given its price. Brass, on the other hand, offers a budget-friendly alternative that nonetheless provides a luxurious look. It still carries the gold aesthetic without breaking the bank.
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"Brass has existed in the market for a long time. However, brass jewellery was mass-produced in India with cheap colour coating and flashy designs," shared Mehnaz Ahmed, owner of Glued Together. "It was fast-fashion and highly wasteful," she added. Mehnaz wanted to create something long-lasting and versatile without compromising the price point, which is why she launched Glued Together.
Lora has a similar story to tell. "When I was in university, I did not get a lot of jewellery designs of my liking; I had to source them from India. That's when I noticed the market gap in Dhaka and decided to make them myself," said Lora.
There's an increasing demand for bold, unique, and modern designs that reflect the individuality of the wearer. Brass provides fluidity for designers to experiment with intricate and contemporary designs, allowing for more personalised and fashionable pieces. This growing trend is evident especially among younger generations, who are more inclined to explore diverse styles without feeling tied to the traditions of gold and silver.
Lora observes consumers prefer cultural designs with modern twists. The current choice of colour is pastels, and she has incorporated changes in her designs to keep up with the trend. She also recreates any piece of jewellery when asked to customise them by buyers for events and weddings.
The younger generation is more conscious about sustainability, and brass is known as an eco-friendly option in jewellery-making. Brass is recyclable and has a lower environmental impact than mining precious metals. In Bangladesh, this aligns with the rising awareness of ethical fashion, where consumers seek both style and sustainability.
"I prefer brass jewellery over gold because, for everyday look, I want more contemporary Indo-fusion pieces. I am still a student, and this fits my budget. That does not mean I want to compromise with quality; the finishing of these designs is much better than anything bought online from international brands such as Shein," mentioned Arya, a regular customer of 6 Yards Story.
Brass allows the creation of large, intricate pieces that would be prohibitively expensive to produce in gold or silver. This affordability means designers can offer a wide range of collections at prices accessible to a broader audience.
Working with brass however comes with challenges, especially when compared to precious metals.
"Brass is a hard material compared to gold, which is softer and easier to make small, more detailed designs. It was hard to find a workshop to start my business as craftsmen did not want to work with brass. They felt it lowers their status in the market," Lora said.
Brass jewellery can tarnish over time, but with proper care and treatment, its beauty can be maintained for years. 6 Yards Story offers after-sales services such as protective coatings and specialised finishing techniques to help extend the life of brass pieces.
Some people may experience skin sensitivity due to the copper content in brass, but this can be mitigated through proper design and treatment processes.
"The colour coating used in brass jewellery matters a lot, and I use the best one available. It has been almost 10 years, and my jewellery is still in good condition. You have to keep the jewellery in an air-tight box and not use perfume on it," suggested Mehnaz.
Lora feels brass is more than just a passing trend. Its popularity is driven by a combination of factors: affordability, fashion-forward designs, and a growing desire for sustainability.
In the current market, 6 Yards Story and Glued Together are two popular choices for buyers as they provide a wide range of collections and update their designs to keep up with ongoing trends.
