The Gilded Age
Gold jewelry captures just shy of half the jewelry market as a product category, according to research by The Furturist for The Plumb Club. Gold demand was up 7% year-on-year in the first quarter, according to the World Gold Council Demand Trends Q1 2019 report.
The report believes gold jewelry demand will benefit from positive consumer sentiment in 2019. “Even if uncertainty affects confidence in certain jurisdictions, global demand should still increase marginally,” says WGC in its 2018 review.
The fall 2019 runways were paved in gold with luminous, rich golden hues prevalent across brands from Ralph Lauren to Ulla Johnson. The fashion news site fashionista.com, expects golden apparel might just replace the monochromatic palette of boring beige come fall. Pantone’s Aspen Gold for spring and Dark Cheddar for fall are favorites in the palette.
Eddie Weiss, principle with EMA Jewelry in New York City hails color in metal a key trend with yellow and rose gold in demand. Popular styles for EMA, he says, are set with multi-color sapphires and other color stones, as well as diamond pavé. Personalization is the trend, so styles like signet rings and initial pendants are very strong for women, particularly in gold
It was evident in the trends reports for May is Gold Month this year that layering is the key trend. Jewelry blogger Danielle Miele of Gem Gossip, who has reported trends for mayisgoldmonth.com the past six years, hails layered gold necklaces of different lengths and styles among the leading looks, with the choker the essential necklace to layer out from, even adding pendants and charms to add to the layers.
The New York City-based manufacturer, the Richline Group, started this marketing campaign 15 years ago. Not just for its large retail clients, Richline encourages jewelry retailers to join in with their unique perspectives. Pushing hashtags like #LoveGold that inspire consumers to think about gold as the ideal gift for May occasions like Mother’s Day and graduations. “Because the bigger retailers pick it up, gold becomes a national conversation,” Hanna reiterates.
Gold hoops are all the rage in earrings, but Miele sees interest strong across the earring category — from symbol studs to shoulder dusters, as well as the trend to wear different styles like a cuff in one ear, something dangling from the other. In rings, wearing multiples is encouraged, with stackable, wrap and signet styles preferred. Smaller signet rings for women are popular set with gems or engraved with initial/symbol/motif (heart, evil eye, royal icons like crown, and celestial bodies notably sun, moon and stars, especially constellations). With metal color popular in silver, it’s no surprise yellow and rose gold, alone or combined is a key trend, particularly set with color stones (multi-color sapphire a favorite).
Theresa Namie, Merchandise Manager for Ostbye is excited about this Minneapolis, Minnesota-based manufacturer’s new gold fashion line that includes new stackable rings and layered necklaces. Classic chic, the designs are fashionable for any time, of good quality, and affordable for instant gratification for women buying for themselves, she cheers.
Miele also blogs that men love gold, and as cultural norms are blurring the line separating gender roles, many manufacturers are making more unisex pieces that are perfect for men to layer, which they also like to do.
“Men have become more image-conscious, especially Millennials,” reports Paola De Luca, founder and creative director for The Futurist. She referenced a survey by the youth-focused marketing agency Noise/The Intelligence Group in New York, revealing that 34% of men are willing to pay premium prices for luxury accessories.
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