Enough people do to keep the price high per volume.
I buy gemstones for the lady. Rubies, Sapphires, Emeralds, Amisthets, Opals etc. Awesome. A birthstone trinket is a requisite. I like buying rings set with modest gemstones as a gift, because you can get several of them for a lady and she can mix and match them with her outfits or mood or occasion. They're really versatile and beautiful. Those are much better gifts for comparable prices IMO than gold.
Enough people think gold is best and that keeps the price high per volume.
Women buy gold for themselves, and I'd rather not get her a necklace or pendant that she isn't comfortable wearing. Rings ... what's the look and feel today? I let women make choices about that stuff. I'm a smarty!!!
But your sample size is too.small. One person does not a trend make. Look at the world and you'll see thgat enough people have always wanted enough gold to keep the price high per volume.