Thursday, 3rd April 2008 (862 views)

Jewellery shoppers are showing an increasing interest in lighter, more delicate gold chains, as the pieces are becoming both a "fashionable and affordable option" for consumers, according to a US retailer.

Heavenly Treasures said the move away from thick gold chains was partly motivated by high market prices for the metal - but also by a desire among customers for chains with a "more subtle" appearance.

The online company, which sells 14ct and 18ct gold chains for both men and women, added that jewellers are responding to shifting consumer demands with a range of lighter gold pieces, such as snake chains, box link pendant necklaces and wheat chains.

Helen Beyda, Heavenly Treasures' product manager, said she expects the fashion for understated rather than extravagant pieces to last for the foreseeable future.

"We expect this trend to continue and we're excited to offer a variety of gold chains imported from Italy, which we still feel are the best in the world," she added.

According to Dr Charles D Lein of jewellery manufacturer Stuller, some 80 per cent of the gold produced worldwide is used to make jewellery - and the United States is the biggest market for these products.

 

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