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All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in Vegas
As gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
Royal Chain’s New Lucida collection is a great compromise for retailers who want to offer fine gold and silver jewelry at better price points.
Brought To You By Royal Chain
As Las Vegas Jewelry Week approaches, all eyes are on the price of gold. History has proven the precious metal can endure even through uncertain periods. But as prices rise, today’s retailers are looking for alternatives. They’re seeking jewelry at price points that appeal to wider audiences.
Long gone seems to be the anxiety over lab grown vs. natural diamonds: the new pain point may come from the influx of “gold-plated” products flooding the market. Companies have been popping up offering substitute products to their traditional karat gold lines. But are retailers informed about the products they’re putting their names behind? Building this understanding is crucial to selling gold alternatives and maintaining consumer trust.
Here are three points to ask your suppliers for items that aren’t solid gold:
- Establish what the core metal is.Is it sterling silver or is it a non-precious base metal? Pandora recently announced that it would be selling platinum plated jewelry with a “metal alloy core”. Other companies may use brass or bronze for the core metal. It’s important to get informed on what the product contains.
- Note the plating thickness. Whether 14 karat gold or something else, the fineness of gold plating is not as important as how thick it is. The standard types of gold plating are vermeil, 1 micron, and flash. Vermeil offers a minimum guaranteed thickness of 2.5 microns for a premium price. A flash plating will be significantly less expensive, but it may change color quicker. 1 micron offers a midpoint between the two. Working with a supplier that’s experienced and transparent about their gold-plated products will give you peace of mind in the long term.
- Warranties help establish trust from your customers. A supplier who offers a minimum warranty to cover manufacturing defects will give you greater confidence behind the counter, knowing that you and your customer are both protected. But gold plated items need to be taken care of to endure. It’s imperative to train customers on how to take care of their jewelry—proper care will extend the lifespan of these pieces.
Royal Chain is the leading supplier in precious metal jewelry with nearly 50 years of experience. As jewelers head to Vegas this year, they are offering new categories in addition to karat gold. Here are a few things that retailers should look for at JCK.
Silver and Gold-Plated Silver: Classic, Contemporary, Uncomplicated
Sterling silver is a great alternative to gold. Retailers can choose between rhodium or 1 micron gold plated options from Royal Chain.
Royal Chain’s expertise in metal goes beyond gold — the company’s collection of sterling silver jewelry meets the same high-quality standards as its gold pieces. The weight, finish and careful construction make these pieces feel substantial and well-made.
For customers seeking that warm yellow gold hue, Royal Chain has introduced best-selling silver styles in gold plated sterling silver. The 1-micron gold plating ensures a longer life for the pieces, and offers a better price point than vermeil. A wide selection from classic chains to big bold earrings and trending pieces are available. These pieces are straightforward and easy to sell.
Phillip Gavriel: Artistry Meets Modern Value
Phillip Gavriel’s Prosecco collection features real 18kt gold, natural diamonds, and sterling silver. All handcrafted in Italy.
Established by Phillip Gabriel Maroof almost 20 years ago, this collection of jewelry was introduced to democratize the fine jewelry world by offering an alternative to higher gold prices. Today, it’s stronger than ever—made with sterling silver and real 18-karat gold (not gold plate), it offers an elevated look at a great value. Many Phillip Gavriel pieces are artisan-crafted straight from Italy.
LUCIDA: A New Collection of Mixed Metals
Model is wearing real 18kt gold and sterling silver links from Royal Chain’s Lucida collection.
LUCIDA is the newest collection debuting in 2026. It features sterling silver alternating with real 18-karat gold. Named after the Italian word for “shiny,” LUCIDA is on visual trend with high-polish, two-tone looks exploding in fashion. The 18-karat gold links are not plated but instead fused to the silver. This process adds longevity and a higher perceived value to these pieces. Look for new earrings and chains debuting exclusively at JCK Las Vegas.
Why These Alternatives Matter Now
Intelligent retailers understand when to adapt to market changes. Offering these alternatives alongside tried-and-true karat gold items will not cannibalize into those sales. Instead, they help retailers expand their offerings to attract new sales to otherwise overlooked customers. As retailers stock up for the holiday season, they should feel confident seeking a trusted supplier for products they can stand by.
Visit Royal Chain in the Plumb Club at JCK Las Vegas, Booth PC-820.
Contact Us at sales@royalchain.com.
Contact Us at sales@royalchain.com.
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