As May Is Gold Month (MIGM) draws near, many in the industry are preparing to capitalize on the momentum of the 23-year-old Richemont initiative to promote gold jewelry.

From targeted messages to “emotional gifting moments,” according to Eric Lux, president of Rembrandt Charms, many lean into the opportunity to promote their gold jewelry during this time because, well, why not? Mother’s Day and graduations make May a key month for selling gold.

Kama Jewelry

“Mother’s Day is like the second Christmas, and it is in the peak of the bridal sale season,” observes Amish Shah, founder of ALTR.

Rembrandt provides its retail partners with “ready-to-use content, merchandising guidance, and program-based assortments that make gold approachable at multiple price points,” adds Lux. “For spring 2026, retailers are ordering classic and timeless gold charms, meaningful motifs, and pieces that work well for layering and personalization—items that feel both giftable and lasting.”

While Quality Gold doesn’t have any promotions, per se, for MIGM, it doesn’t necessarily need them. After all, gold-intense lines like Leslie’s and Herco dominate sales at Quality Gold—and the precious metal is in its name—so gold is already an obvious category for the manufacturer.

The firm continues to see demand for 14K gold jewelry, although lightweight styles are in favor to keep costs in check in the face of sky-high gold prices.

“People are still very into hoops and sentimental pieces,” observes Cora Lee Colaizzi, marketing director and senior merchandiser. “They’re still buying the storytelling pieces, the initials, and the classics.”

For sure, MIGM is a fun promotion, but industry knows that every month is, essentially, gold month.

“If you’re not celebrating gold month every month, then there is a problem!” jokes Shah. “This increase [in gold price] and this strong sentiment of incremental value in an important jewelry component makes people more comfortable stretching themselves to buy a beautiful or bold piece of jewelry. This has surely contributed to the increased sales of gold-centric jewelry. And we do see that coming from our brand’s perspective—we see increased sales in jewelry that is bolder and gold centric. Our Lotus Petals collection features a bracelet that is 22 grams of gold, almost twice the weight of regular bracelets that are sold in the market and consumers love it.”

And considering MIGM 2026 coincides with these historically high gold prices, Jewelers Mutual is quick to offer clients some advice about their own collections. Among the tips: Consumers should “understand how these increases can impact jewelry values and their replacement costs,” says Bryon Nelson, chief product and analytics officer.

ODI/ Original Designs

“Jewelry purchased or appraised years ago could now cost significantly more to replace and go beyond what their policy may cover if the jewelry is lost, stolen, or damaged,” he continues. “Jewelry owners should pay attention to appraisal dates to help make sure their jewelry is properly protected.”

Whether you have planned MIGM promotions or not, Shah urges peers to capitalize, in general, on gold, given its worth. After all, many other consumer luxury purchases quickly lose value.

“We are in the business of something that steadily increases in value over decades,” he says. A $1,500 iPhone is worth $200 in two years, yet a beautiful $1,500 pair of earrings will be worth the same or more two years from now. Make sure you’re communicating that.”