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Thursday, 29th June 2006 (5657 views)

Having drifted out of fashion in the 1990s, "gaudy" gold jewellery is making a comeback, according to fashion gurus and jewellery industry experts.

Long considered a style fad that was indicative of the 1980s period of excess when it came to fashion, yellow gold is fast-becoming more popular than white metals, Amanda Gizzi of the Jewellery Information Centre told Gannett News Service.

"For so long we were so white-metal intensive. Women in their 20s and early 30s were raised on silver," she said, adding that although bridal-wear jewellery was still white-orientated, women were now "flocking to this yellow gold".

With retail sales of the precious yellow metal now reaching record levels again, it seems more jewellers than ever are refocusing on the glittering mineral in its purest form, particularly as the price of platinum is now significantly higher.

Commentators have apportioned the growing trend to celebrity endorsements, with people like Gwen Stefani, Jennifer Lopez, Sarah Jessica Parker and Uma Thurman among the high-profile names to be seen in yellow gold lately.

One New York jeweller also said that influences from the East were also at work, as Indian-inspired tunic tops and jewellery lines become more mainstream.

Kay Wicks, the designer for Manhattan jeweller Shimmer & Stone, said that the trend had been growing for two years and, while only half her lines are yellow gold at the moment, "we will definitely have sold more gold than silver" by the end of the year.

 

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