The future is looking rosy for gold

© Written by Rachael Taylor for JewelleryNetAsia

If there was one message ringing loud and clear from the new collections on show at this year’s BaselWorld it was that rose gold jewellery and watches are here to stay.

Of all the appointments I had over a busy few days in the Swiss town, I cannot think of a single one that was free from rose gold. In fact, for most jewellery brands, all collections are now being offered in three colourways as standard: white, yellow and rose. This is certainly a change from previous years when rose gold had been offered in dedicated collections, or as a novelty.

Consumer appetite for rose gold has been steadily growing over the past few years, thanks to the precious metal’s ability to offer the colour that white gold lacks, and warmer and more flattering tones than yellow gold.

This gorgeous hue is achieved by altering the alloy of the gold to give it an increased copper content – 18ct rose gold typically has a copper content of about 20%. As well as solid rose gold, rose gold plating has been a popular way to add colour to silver or base metal collections.

While there were no major innovations of note within rose gold at the show, the fact that it has become pretty much standard issue is an interesting development for the jewellery industry. It also seems to be a fairly universal trend, with strong demand from European, US and Middle Eastern customers.

For me personally, it is a colour I can completely get behind. In fact, glinting from my finger as I type is the rosy hue of a rose gold vermeil Florabella ring by Sarah Ho, and my husband had his wedding band crafted from 18ct rose gold at British manufacturer Brown & Newirth.

If rose gold does not already account for a healthy portion of your jewellery stock, now would be the time to seek out some suppliers who can help – and there are plenty of them out there.

This article was originally published on JewelleryNetAsia on 13.05.15. I write a weekly column for this website about global jewellery trends. 

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