Hello to all!
There seems to have been a lot of discussion about white gold, or
more appropriately white metals, recently. The popularity of white
gold, platinum, silver and palladium is not an overnight phenomenon.
the past 15 years, just about when the PGI started its major push for
Platinum. Today, the vast majority of bridal merchandise, and a
substantial portion of other jewelry, is white metal.
Why? That’s because it’s what the consumer wants. Today.
I have the advantage of having been in the jewelry industry for
quite a while. Longer than I care to admit! One thing that I’ve
learned is…Jewelry is fashion…fashion is history…and history
Platinum jewelry was very popular before World War II. During the
war and subsequent years, platinum, along with chromium and other
white metals, was declared a strategic metal and restricted to
military use. As a result, yellow gold once more became the obvious
metal of choice for jewelry. Then white gold was developed and white
metal regained its popularity only to be replaced by, you guessed it,
yellow gold. And the cycle continues today with white gold’s
popularity. While neither color will ever, in my opinion, be
completely removed from the jewelry scene, there will always be a
general consumer preference for one color or the other, sometimes
with a two-tone or tri-color transition period.
Yellow will once again become the color of choice for jewelry and
bridal in the future. Just like fashion right now is reliving (at
least for me) the 60’s. Straight leg pants (we used to call them
bellbottoms), the dark brown color in women’s clothing, the retro
Mustang. Even earlier times with the HHR and PT Cruiser, Hemmingway
and Bogart inspired furniture. The Right Hand Ring seems little more
than a 00’s interpretation of the 50-60’s cocktail ring. Have you
noticed tie-dye made a come back?
As for the metals themselves, I don’t believe there is a perfect
metal. Each one has advantages and disadvantages. There will always
be a demand for each color and all metals, just sometimes stronger
and sometimes weaker. However, I do feel that 950 Palladium is going
to be a strong contender in the white metal arena. We’ve recently
released our 950 Palladium catalog supplement which features an
extensive line of 950 Palladium products. Palladium answers many of
the questions that the jeweler and the consumer have about white
gold such as color and workability. It also helps the jeweler
differentiate themselves from their competition. While some
companies are happy to remain status quo, R*Findings chooses to be
pro-active in the ever changing jewelry industry. Several of my
customers have made the commitment to palladium with many more
testing palladium products before the upcoming holiday season. The
Palladium Alliance International, www.luxurypalladium.com, has also
been formed to promote the use of palladium in jewelry, similar to
what the Platinum Guild does for platinum.
Keep in mind: Change is inevitable, except from a vending machine.