The jewelry industry is on the eve of the 22^nd annual May Is Gold Month promotion from the Richline Group, and the gleaming precious metal has never been more important.

Richline Group

Gold prices are at an all-time high—just under $3,000 per ounce at press time—yet karat gold jewelry has never been more popular. Bold styles like herringbone chains from the 1980s are back, as are high-polished and textured designs, and gold’s natural yellow color is just about on fire from demand.

While gold has been treasured throughout history, its popularity today likely owes a bit of its recent success to May Is Gold Month. For more than two decades, Richline Group’s marketing efforts have helped boost the category of karat gold jewelry in a space that’s competing with two other precious metals as well as a potpourri of alternative ones. When Richline Group highlights gold jewelry trends, provides gold education, and gives jewelry influencers a platform to speak about gold jewelry—find it all on mayisgoldmonth.com—it is elevated and rightfully celebrated in the eyes of consumers as a covetable category. There’s even talk from other brands of trying to recreate the success of May Is Gold Month with another precious metal in another month.

Ostbye

There is a sizable list of Richline Group’s officially participating retailers in the May Is Gold Month promotions, but that doesn’t mean that other merchants and brands can’t ride the tailwinds of May Is Gold Month’s success. Jewelry maker, Ostbye, supports it by way of some social media posts “to help those that do have that as a focus,” explains Theresa Namie, merchandise manager.

SHEFI Diamonds also uses social media and e-blasts to reach prospective May Is Gold Month purchasers, as well as word of mouth.

“It plays a crucial role,” says Surbhi Jain, marketing director.

And given that May is just around the corner, golden promotional and product plans for insiders like SHEFI Diamonds are already being executed.

“For the next few months, our focus will be on yellow gold designs, helping retailers stay ahead with the right trend-driven purchases,” she adds. “Yellow gold jewelry is in high demand and selling well. SHEFI offers exclusive collections where gold takes center stage, infused with diamonds for a luxurious touch. One of our standout collections, Textura, is predicted to be a top seller in 2025, featuring bold yellow gold and statement jewelry. Retailers are increasingly ordering textured yellow gold jewelry, as it remains a top trend. Its intricate patterns and rich gold tones make it a standout choice for customers.”

Marketing materials and promotional content are included with every order. SHEFI’s staffers are well prepared to help facilitate robust May Is Gold Month sales for merchants.

Quality Gold

“Our sales team will be trained to emphasize that May Is Gold month, ensuring retailers understand the increasing demand for gold jewelry during this time,” observes Jain. “We’ll also maximize our presence at trade shows to reinforce this message and create more engagement. We will provide retailers with bold gold textured and statement pieces to strengthen their bread-and-butter collections in cases. Along with the products, we offer comprehensive marketing support, including website banners, social media posts, Duratrans art designs, and more.”