There's something about the precious yellow metal that has mesmerised us for centuries… and we still can't take our eyes off it!

A child finds a shiny rock in a creek, thousands of years ago, and the human race is introduced to gold for the first time. And…we've been hooked ever since! Gold has built empires, inspired, hypnotised and become a universal symbol of power. Its radiance and scarcity have proved to be such an irresistible combination, that men and women have sought it with great zest, both for its beauty and as an asset. Down the ages, the precious metal has shown that it can make or break fortunes - of people and of nations too!

In the past, gold acted as a common medium of exchange across the monetary systems of different kingdoms across the sub-continent. It was a form of wealth that could be preserved through wars, political upheavals and natural calamities too. For centuries it was the primary means of saving in rural India. This has largely contributed to our passion for gold. India is estimated to hold more than 11,000 tonnes of gold.

But over and above this important practical use for gold, there is the unmistakable, pure and simple lure of the metal. Drawn from the depths of the earth, this precious metal has been honoured and cherished for being pure, auspicious, magical, life-giving and healing, since ancient times. The mesmeric hold of gold is as strong as ever, even today. Gold buying in India is intertwined with religious and cultural beliefs. Indian customs demand buying gold for all special occasions like weddings, births, birthdays and to celebrate various festivals and to honour the gods. Come festival season, and we see a veritable gold rush. Jewellers in the past, and in contemporary times too, come up with ideas that keep our appetite for the metal alive. Whatever your budget, in lakhs or in hundreds, there's something for just about anyone - from elaborate gold sets to the humble 1-gram gold ornament.

Gold means many things to many people. Nirupama Singhal, a homemaker, feels that gold jewellery enhances the beauty of a woman. She buys "a little something" in gold every year, both as an investment as well as for its aesthetic value. "I particularly love the yellow radiance of gold, because yellow is the symbol of happiness and augurs good luck," she says. Ganga Devi, a domestic worker, feels that the gold earrings, chain and ring that her husband gave her on their wedding are very dear to her not only because of the sentiments involved, but also because she feels it flatters her complexion.

And if you thought gold is primarily a female acquisition, think again. Indian men down the ages have also used gold for adornment. The most striking images of our powerful and opulent past depict our maharajahs and noblemen bedecked in stones and lashings of gold and pearls. Contemporary Indian men are rediscovering the seductive charms of gold too. Ballroom dancer and choreographer Sandip Soparrkar has a huge obsession for gold. At a recent event he was declared 'the most expensive man'. He was wearing an estimated Rs. 2.5 lakh worth, what with 14 gold rings, a chunky chain bracelet and a gold and diamond navel ring! Sandip even went to Kuwait and shopped for more gold recently. "My south Indian blood is perhaps the reason for my fascination for gold," he laughs. Sandip also buys a lot of gold pieces, which he doesn't necessarily wear but simply as an investment. It is during the festive season that he really indulges, not only buying gold, but wearing it with great panache too.

There is a tiny minority who is left quite cold by the metal. It simply does nothing for them. Valerie Pinto, Head of Western Region Perfect Relations, is partial to platinum and silver. "I avoid gold completely," she says with a shudder! Architect Preeti Aulakh too agrees. "It's too flashy and loud for me," she explains.

But then, they really are part of a tiny minority! The rest of the world seems to simply not have enough of the stuff! While we may not fight wars and go digging hillsides and pan for gold anymore most of us get that unmistakable glitter and gleam in the eye when anyone says 'gold'! We save for it, we hold on to old pieces, we keep it safe for our kids, we gift it to new-borns, and we simply wait for a chance to display these prized possessions. With the wedding, Diwali and partying season officially on, it's time to pull out your favourite pieces, give them a gentle cleaning, and enjoy the warm glow of gold that's mesmerised Man (and Woman of course!) down the ages. With so many occasions to celebrate, get set to sparkle. Happy Diwali and Eid Mubarrak too!

Ritika Ramtri Kumar