The world of fine jewelry is witnessing a remarkable resurgence, with karat gold leading the charge. Once perceived by some as traditional or outmoded compared to its silver counterparts, gold is now making a definitive comeback, driven by innovative designs, strategic retail approaches, and its enduring inherent value. This shift is not just anecdotal; jewelers across the globe are reporting a significant uptick in gold sales, signaling a vibrant new era for this precious metal.
A prime example is Dana Friedman, owner of Petite G Jewelers in Indianapolis. When she hosted a Jude Frances trunk show, she initially expected silver to dominate sales. To her surprise, gold jewelry sales soared, exceeding the previous year’s figures by two and a half times. Friedman, a seasoned buyer and now a successful proprietor, attributes this success to a willingness to embrace modern gold styles and confidently promote them. Her experience is mirrored internationally, with designers like Gaia Repossi opening gold-focused stores in Paris and Spanish brand Tous expanding its gold jewelry presence in the U.S. market. The industry is clear: jewelers who understand the appeal of modern gold and wear it with pride are reaping the rewards.
The Undeniable Allure and Value of Gold Jewelry
The intrinsic value of gold plays a significant role in its current popularity. As designer Annette Ferdinandsen keenly observes, “Gold has value—that’s why it’s doing so well now.” Many of her retailers, who once predominantly ordered silver pieces, are now requesting her designs in 14k gold, recognizing the material’s increasing desirability among consumers. Gold represents more than just a decorative item; it’s an investment, a symbol of permanence, and a timeless classic that transcends fleeting trends.
Bill Hermsen, who successfully reopened August, a Los Angeles jewelry boutique, nearly three years ago, built his inventory almost entirely on karat gold. “We opened with e-commerce and are now selling internationally in South Korea, Australia, and in Europe, and it’s all gold,” Hermsen states. This global demand underscores gold’s universal appeal and its strong position in the luxury market. Its warmth, versatility, and ability to hold intricate designs make it a perennial favorite for both everyday wear and special occasions.
From the Jude Frances collection, exquisite pieces like the delicate Moroccan Long Stone bangle, crafted in 18k gold and adorned with 4 carats total weight of brilliant turquoise and 0.22 carats total weight of dazzling diamonds, exemplify luxury at $4,970. Complementing this, the Small Moroccan Tips ring, also in 18k gold, features 6.9 carats total weight of mystical moonstone and 0.23 carats total weight of sparkling diamonds, priced at $2,560. These sophisticated designs from Jude Frances, based in Irvine, Calif., can be explored at judefrances.com or by calling 949-533-8860.
Embracing Modern Styles: The Key to Driving Gold Sales
One of the most effective strategies for revitalizing gold sales lies in updating inventory to reflect contemporary tastes. When Dana Friedman took over her former employer’s space, she strategically replaced a traditional in-store boutique with newer gold lines that she describes as “more hip and edgy.” Her selection includes brands like Liven Co. and Katherine & Josephine, known for their minimalist 14k gold diamond-studded pieces featuring universally appealing motifs such as stars and pyramids. These designs resonate with a broader demographic seeking modern sophistication without sacrificing the prestige of gold.
Beyond ready-to-wear collections, unique and bespoke pieces are also driving significant growth. Imogen Belfield, a designer who has consistently showcased at Couture in Las Vegas, attributes her success to offering one-of-a-kind jewels. “We are looking at a growth of at least 50 percent in the first six months of 2016,” Belfield shared, noting that “many of these sales are a result of bespoke designs created as one-off pieces for individual clients.” Her upcoming trunk show with Reinhold Jewelers in San Juan, Puerto Rico, will feature both made-to-order creations and her signature ready-made styles, catering to clients seeking something truly unique.
Similarly, Paula Dawkins, co-owner of Jewels That Dance in Asheville, N.C., found immense success with custom karat-gold designs. Following a consultant’s advice in 2008, she shifted her focus from vendor-supplied inventory to unique gemstone and gold pieces. This strategic move made 2016 their best sales year in 34 years. “We’ve branded ourselves and made custom about 40 percent of business,” Dawkins explains, highlighting the power of personalization and distinctive offerings in today’s market. Customization allows customers to connect more deeply with their jewelry, investing not just in a material, but in a unique expression of their style.
The importance of display and personal endorsement cannot be overstated. In Friedman’s store, bracelets are top sellers, largely because she and her associates artfully stack and wear them in multiples. This personal demonstration directly translates into sales. Her most successful gold sale to date was a $4,250 two-tone gold and silver cuff by John Apel. Over five years, Friedman has sold 50 of these cuffs simply by wearing one herself, leading Apel to affectionately christen it “The Dana.” Her philosophy is simple and powerful: “I sell what I wear.” This authentic endorsement builds trust and allows customers to visualize how the pieces will look on them.
The iconic Icon Mini Bear necklace in 18k yellow gold, priced at $495, and the striking Icon Mesh Heritage choker, crafted from stainless steel mesh and 18k yellow gold, available for $485, exemplify contemporary design. These pieces from Tous, headquartered in Aventura, Fla., are part of a collection that prioritizes affordability and playful elegance. Discover more at tous.com or contact 877-463-8140.
Strategic Pricing: Making Gold Accessible for Broader Appeal
An essential aspect of boosting gold jewelry sales is offering accessible price points, which can effectively introduce new customers to the world of fine gold and pave the way for larger future purchases. Retailers generally agree that a well-rounded pricing strategy is crucial.
Julie Schroeder, founder of Voiage in Los Angeles, finds that her store performs best with gold pieces in the $2,000–$5,000 range, featuring designers like Ileana Makri and Tura Sugden. However, she also ensures a selection of more luxurious designs by Brooke Gregson to cater to a diverse clientele. Dana Friedman’s approach at Petite G Jewelers focuses on a wider spectrum of 14k gold styles, effectively starting retail prices at $700, making beautiful gold jewelry attainable for many.
Annette Ferdinandsen confirms that an entry retail price point below $1,000 is highly popular among her clients. “Small earrings under $1,000 are a no-brainer,” she notes, adding that “sales in the $1,000-to-$2,000 range are not a challenge.” This demonstrates the strong demand for high-quality, yet moderately priced, gold items.
Imogen Belfield’s fine line also starts at an appealing $735, offering numerous stacking rings adorned with colored stones or small diamonds that inspire quick and easy sales. These versatile pieces allow customers to build their collections gradually, adding to their existing jewelry wardrobes.
Some jewelers advocate for even lower entry prices to broaden market appeal. Ralphy Bensadon, president and CEO of U.S. distribution for Tous, emphasizes their focus on 18k gold jewels retailing for under $500. “Affordable, cute, and simple…the small gold pieces are an important line for us,” he states, highlighting a strategy that taps into a younger or more budget-conscious demographic without compromising on material quality.
Paula Dawkins also identifies a “sweet spot” for wedding bands between $500 and $1,000 retail, with examples from Gabriel & Co. Her own handcrafted gold earrings, along with designs from Alex Sepkus, are available for under $1,500. By offering a range of price points, jewelers can maximize their reach and cater to various customer segments, ensuring that the dream of owning gold jewelry is within reach for more people.
The elegant Ray of Sunshine earrings from Liven, Los Angeles, radiate brilliance. Crafted in 14k gold and featuring 0.96 carats total weight of exquisite diamonds, these earrings are priced at $2,698. They are available at livenco.com or by calling 213-293-6088, embodying modern luxury with a touch of celestial charm.
Smart Selling Strategies: Beyond the Counter
Successfully selling gold jewelry in today’s competitive market requires more than just desirable products; it demands evolving tactics and an inviting retail environment. A store that looks stuck in the past will deter contemporary, fashion-forward shoppers. A refresh, both in merchandising and ambiance, is often long overdue.
Generating foot traffic, whether to a brick-and-mortar store or an online destination, is paramount. Leveraging free and powerful social media tools like Instagram is crucial. Simply showcasing your jewelry and letting people know it’s available can drive significant interest. Imogen Belfield highlights the importance of outreach: “Our customers range from 18 to 70, so we have a varied range from which our traction originates, whether through social media or readers of print magazines.” A multi-channel approach ensures broad visibility.
Engaging the community and creating unique experiences also proves highly effective. At Voiage, Julie Schroeder organizes a dynamic calendar of events, including “gentlemen’s events” featuring whiskey and men’s gold jewelry from designers like Eli Halili. She also hosts trunk shows for artists such as Jamie Joseph, often earmarking a portion of sales (e.g., 10%) for local animal charities. “We mix jewelry into community events,” Schroeder explains, transforming a simple shopping trip into a memorable and meaningful experience.
The importance of an updated store environment cannot be stressed enough. Paula Dawkins, having transformed her own business, recalls a visit to an outdated store in an upscale Rhode Island beach community. Despite its prime location, the shop’s mismatched jewelry pads, missing trays, crooked props, and decades-old displays were actively repelling potential customers. “I was like, ‘Are you kidding me?’” Dawkins exclaims. “They should have been raking it in in that town. That’s what happens when you’re stuck in your world.” This serves as a stark reminder that presentation and atmosphere are as critical as the merchandise itself.
Finally, and perhaps most importantly, jewelers must genuinely love what they sell and be willing to wear it themselves. Bill Hermsen often emails clients images of new arrivals, but he notes the power of personal display. He recently sold a $4,500 18k gold and red tourmaline ring by Lola Brooks simply because a sales associate was wearing it. “It helps to see pieces on—the enthusiasm carries through,” he says. This personal connection and genuine enthusiasm are infectious and highly persuasive to customers. Dana Friedman echoes this sentiment: “If you advertise it and wear it, then clients come in, see it, and ask for it. It’s an easy sell.” This authentic, personal endorsement transforms a potential purchase into an irresistible desire.
The Enduring Golden Opportunity
The current landscape for gold jewelry is undeniably vibrant, offering significant opportunities for retailers who are agile and strategic. By embracing modern, “hip and edgy” designs, offering a diverse range of accessible price points, and leveraging personalized selling techniques, jewelers can tap into a broad and eager market. Combining these strategies with a refreshed store environment, robust social media engagement, and community events creates a powerful formula for success. The resurgence of karat gold is more than just a trend; it’s a testament to its timeless beauty, inherent value, and enduring appeal. Jewelers who understand and capitalize on these elements are poised for continued prosperity in the golden age of jewelry.
Credits: Top photograph by Greg Sorensen, styling by Catherine Peridis. Market editor: Jennifer Heebner. Makeup by Alexis Williams for The Brooks Agency. Hair by Gusléne Bubak. Manicure by Angela Marinescu. Top by Lulus.
Featured Jewelry Collection:
Climber earrings in 14k yellow gold with diamonds, $1,295, Ron Hami, Los Angeles, 213-327-0998, ronhami.com
L pendant necklace in 14k yellow gold, $435, Judi Powers Jewelry, Brooklyn, N.Y., 718-571-9049, judipowersjewelry.com
Star dog tag icon necklace in 14k yellow gold with a diamond accent, $165, Jane Basch Jewelry Designs, Hollywood, Fla., 800-558-1144, janebasch.com
Drop earrings in 18k yellow gold with diamonds, $6,200
Bangle bracelet in 18k yellow gold with diamonds, $5,640
Pyramid fringe necklace in 18k yellow gold with diamonds, $10,522, all from Doves by Doron Paloma, Great Neck, N.Y., 888-663-6837, dovesjewelry.com
Kite necklace in 14k gold with diamonds, $800, Carrie Hoffman Jewelry, Los Angeles, 323-459-6532, carriehoffmanjewelry.com
Domain duet ring in 18k yellow gold, $650
Domain signet ring in 18k yellow gold, $1,800, both from Realm, Philadelphia, 215-852-0798, explorerealm.com
Chevron and Autumn bands in 18k yellow gold with diamonds, $2,800–$10,000, Erica Courtney, Los Angeles, 323-938-2373, ericacourtney.com
Band in 14k yellow gold with diamonds, $1,553, Effy, NYC, 212-944-0020, effyjewelry.com
Rings and bracelets in 18k yellow gold with diamonds, $1,095–$1,650, Alor, San Diego, 800-872-2567, alor.com
Inset: Arrow stacker rings in 18k rose and yellow gold with heat-treated onyx, 0.15 ct. t.w. icy diamonds, pink tourmaline, amethyst, and emerald; $3,895 for three; Imogen Belfield, London; 44-78-5011-8037; imogenbelfield.com