CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
TrendsMar 11, 2019
Royal Chain Goes for the Gold in New Ad Campaign
The supplier is channeling ‘80s and ‘90s style as it celebrates the resurgence of yellow gold jewelry.
A shot from Royal Chain’s new campaign launched to highlight the resurgence of gold jewelry and styled as an ode to the ‘80s and ‘90s.
New York—Yellow gold jewelry is back in a big way and Royal Chain is going all in on it.
The supplier has launched a new ad campaign for 2019, centered around the increasingly popular metal.
In an aim to align itself with trends in fashion, Royal Chain’s marketing campaign has swapped the traditional jewelry advertising shots of models in fine clothing with perfect hair and makeup for what it has called “relatable real-life streetwear.”
With a nod to ‘80s and ‘90s fashion, it’s styled with cropped shirts, jumpsuits, jogger pants and leather jackets, along with gold, and a lot of it.
Royal Chain Vice President of Marketing Phillip Gabriel Maroof said the campaign’s direction came in response to current styles as well as an editorial shift toward more yellow gold jewelry.
“The way gold jewelry is being marketed today is a big departure from the past. 2018 witnessed the resurgence of fashion brands like Versace and Moschino with all of their gold hardware presented in a casual-luxury way, so the new ad campaign is a breath of fresh air, especially for an industry that has traditionally played it very safe in advertising,” he said.
Providing a more modern touch to the campaign is its new tagline—“G2G”—meant to reflect how the characters in the ad would communicate. The abbreviation typically is used in texting speak to mean “got to go,” but for its new campaign, Royal Chain has changed the meaning to “got to gold.”
RELATED CONTENT: Royal Chain Releases First Bridal Catalog
The campaign will run in print and digital trade press throughout the year. Royal Chain also has high-resolution images, videos and social media shots available for retail partners.
The jewelry supplier said it has seen double-digit growth in demand for gold, especially coming from what Maroof refers to as a “brand new consumer in gold”—a generation of shoppers that have never owned a piece of gold jewelry.
Coinciding with the launch of the ad campaign and in response to consumer demand, Royal Chain also is releasing a new gold jewelry collection.
It will come out this summer and be comprised of a wide range of 14-karat gold products, from heavier statement pieces to more lightweight fashion pieces, running from about $500 to $9,000 at retail.
More on Trends
The Latest
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.
AuctionsJun 10, 2025
Noonans to Auction 16th-Century Signet RingIt's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.
CollectionsJun 10, 2025
Tabayer Names Mary Chiam as CEOThe brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.
MajorsJun 10, 2025
Lauren Johansen Joins Loudr As Loudr’s new account manager, Johansen will partner with clients to craft and execute marketing strategies.
Events & AwardsJun 09, 2025
And the Winners of the 2025 Couture Design Awards Are … Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.
AuctionsJun 09, 2025
Nancy Astor’s Cartier Tiara Sells for $1.2MThe rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.
IndependentsJun 09, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
Events & AwardsJun 09, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
MajorsJun 09, 2025
RDI Diamonds Partners With LavalierThe diamond wholesaler is working with the insurance provider to seamlessly offer personal jewelry insurance to RDI retailers’ clients.
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
