A playful pop culture icon has sparked an unexpected gold rush in Ahmedabad’s jewellery market. Inspired by the viral character Labubu, six-gram gold pendants priced around Rs.70,000 are becoming the latest obsession among buyers — just in time for the Raksha Bandhan gifting season.

Originally created by Hong Kong artist Kasing Lung and popularised globally by Chinese toy brand Pop Mart, Labubu has evolved from a cult collectible to a fashion statement. The character’s quirky design and global celebrity presence — from K-pop stars to Bollywood actors — have made it a favourite among Gen Z and collectors alike. Now, its likeness is finding a new form in gold jewellery, merging childhood nostalgia with precious metal luxury.

Jewellers across Ahmedabad are cashing in on the craze, crafting detailed pendants that recreate Labubu’s iconic grin in gold — and in some cases, with added embellishments like diamonds or coloured gemstones. Local manufacturing units are operating at full capacity to meet demand, with both custom orders and ready-to-wear pieces flooding the market.

While more affordable versions in silver and imitation materials are also available, it’s the gold pendant — with its combination of emotional appeal and investment value — that continues to dominate sales. Many buyers see it as wearable pop culture, a fusion of personal style and premium craftsmanship.

The Labubu pendant has quickly become a trendy Raksha Bandhan gift, especially among younger brothers looking to present their sisters with something that’s fashionable yet meaningful. With the festive season boosting demand, jewellers are also introducing variants in 8-carat gold and budget-friendly alternatives to cater to a wider audience.

The original Labubu dolls themselves have gained momentum on global collectible platforms like StockX, where resale prices have surged between Rs.18,000 and Rs.25,000. This crossover between collectibles and jewellery signals a broader shift in consumer preferences — one where nostalgia, design, and luxury intersect.

Ahmedabad’s embrace of the Labubu pendant reflects an emerging jewellery trend where youthful sentiment, celebrity influence, and cultural virality drive buying behaviour. As this golden take on a toy sensation flies off shelves, it captures the spirit of a generation seeking individuality through unconventional and expressive forms of adornment.