Jewellery – gold, silver or platinum

Gold jewellery – a classic choice

When it comes to jewellery, gold has always been a classic choice. But the gold industry has been struggling in recent years as consumers ride the ‘white wave’. Jewellery made out of silver, platinum and other white metals has been in favour for a number of years now. Part of the problem is that gold jewellery is associated with an older generation and is not as modern or hip as the white alternatives. And the white wave trend was firmly established when Madonna chose a platinum wedding ring over a gold one. The celebrity trend dates back to 2000 when the now divorced Brad Pitt and Jennifer Aniston chose white gold rings instead of traditional yellow gold. And where celebrities go, consumers follow.
 

Re-branding gold jewellery

In 2001, the World Gold Council attempted to re-brand gold jewellery to try and make it the first choice for jewellery buyers once more. The fight back against the predominance of white metals in jewellery was an attempt to change fashion. The World Gold Council felt that gold jewellery had become less fashionable because gold was such an overused phrase – for everything from “breakfast cereals to credit cards”.
 

Designer jewellery

White metal however is seen as very much the modern colour. Designer jewellery is also more popular than ever with consumers choosing jewellery for everyday wear, not just for special occasions. As a result, consumers are looking for fashion statement jewellery, something a little different than the traditional gold.
 

Trend for white jewellery

Despite the trend for white jewellery, research shows that when it comes to traditional jewellery for special use – such as wedding rings – yellow gold is still the top choice. The gold being sold across the UK is of better quality. There has been a move to 18 and even 40 carat gold jewellery, which has bumped gold up to appeal to a more upmarket consumer.
 

Celebrities and jewellery

Like any precious metal however, yellow gold will always come in and out of fashion, depending on what jewellery the latest celebrities are sporting. When it comes to choosing the kind of metal you want for your jewellery, you should take into account your skin tones and not just the latest trends and fads. If you have tanned, dark skin, silver can off-set it better, but if you’re pale and white, gold offers a warmer, subtler glow.

Whether you are looking for exquisite diamond wedding rings, eternity rings or classic jewellery sets, The Jewellery Company have a large selection of quality jewellery online. At The Jewellery Company you can save up to 40% off quality high street jewellers. As an online shop, The Jewellery Company has low overheads and pass this saving directly on to you. View the selection of quality jewellery online, or contact the dedicated customer service team with any queries you may have, call free on: 0800 023 2283.