Gold dealers in the UAE confirmed that the yellow metal is no longer just jewelry for adornment but has become both “adornment and savings” simultaneously, combining beauty with savings value. It is now seen as one of the safest forms of investment despite record price surges.

They told Al Khaleej that gold demand has increased by between 15% and 25% over the past six months, driven by buyers’ conviction that prices are on an upward trajectory.

They said demand for gold bars is notably increasing, especially among men who treat them as a savings and investment tool, noting that 70% of gold bar sales go to men, while women continue to buy jewelry for adornment.

Traders pointed out they are selling the same designs in lighter weights to reduce costs for customers, noting that the profit value for those who bought gold last year is about 30% at this time. They confirmed that buying gold nowadays, despite its high price, “will not result in a loss.”

Investment Means

Mohamed Dheiban, Media and Marketing Director at Al Ramezan Jewelry, said that the price increase has had a reverse effect on the market, as people realized that gold prices are continuously rising, based on analysts’ expectations that the price will break the $4,000 per ounce barrier and approach $5,000 next year.

He added that buying gold is no longer limited to adornment but has become a profitable saving and investment method alongside wearing it, noting that demand increased by about 25% over the past six months.

He continued: “There is a strong demand for gold bars of various weights, representing about 20% of total sales, while 80% of customers still focus on buying jewelry. However, these customers also belong to the ‘adornment and savings’ category, known in the market as those who buy jewelry for adornment while considering it an investment at the same time.”

He offered consumers several tips, including avoiding pieces containing precious stones to reduce loss upon resale, choosing pieces with low gold craftsmanship costs, and preferring 21-carat and above gold, as 18-carat pieces often have very high craftsmanship costs. He explained that the lower the carat, the higher the craftsmanship cost. He also advised choosing locally made pieces instead of imported ones, which cost more due to shipping and other expenses.

Men’s Trends

Ali Al Yafie, CEO of Al Arabiya Jewelry, said sales increased despite rising gold prices, explaining that markets are preparing for a new wave of price increases in the coming period. He confirmed that sales volume increased by about 20% over the last six months.

He added that gold has become a safe haven for investment, and notably, men have recently shifted towards buying gold, especially bars, to store them awaiting price increases.

He explained that 70% of gold bar sales in his group go to men for investment and safeguarding their money, while women who buy bars usually keep them and later convert them into custom jewelry.

Safer Investment

Mohamed Al Abadi, Director of Al Abadi Jewelry, said the price rise did not lead to a decline in demand, but those preferring jewelry gold have become fewer, while the amount spent remained stable. He explained that his company now produces the same designs but in lighter weights to reduce costs for customers.

He advised customers: “My best advice is to buy gold bars, as we are witnessing significant demand in preparation for upcoming price increases. Sales of bars accounted for about 15% of total sales over the past six months.”

He continued: “If you bought one kilogram of gold four months ago and sold it these days, you would have made a profit of up to 50,000 dirhams. If you buy today and wait for the next rise, the profit is guaranteed. Gold has become the safest investment in the world.”

Global Demand

Mohamed Tamjid Abdullah, owner of Al Jawhara Jewelry, explained that those who bought gold last year are now making profits exceeding 30%. He confirmed that gold has become a safe investment option and that rising prices do not mean it is the wrong time to buy but rather an opportunity to use for both adornment and savings.

He noted that demand for raw gold has recently increased, not only from individuals but also from international governments and central banks that decided to switch their reserves from dollars to gold, which encouraged people to buy gold, whether for adornment or bars of various weights, following their governments, thus pushing prices higher globally. He added: Gold today is a safe and tangible investment, as sales by weight have remained stable, but their value has increased with rising prices. Our global group’s figures showed a 3.5% sales growth in the first half of 2025 compared to the same period in 2024, reflecting the volume of demand despite rising prices.