Alternative metal jewellery thrives in tough times

A top-selling stainless steel ring with a tension-set princess-cut amethyst from Taormina Jewelry Inc.

The economic crisis is proving to be a blessing in disguise for manufacturers of jewellery in alternative metals, Jewellery News Asia has found.

While demand for jewellery in precious metals such as platinum and gold have slowed due to the crisis and the soaring prices of these metals, demand for jewellery in alternative metals such as stainless steel and titanium has been on the rise, said the founder of US-based Taormina Jewelry Inc, Italian designer Vincenzo Taormina.

"When the economy is strong, jewellery stores usually carry fine jewellery in gold or silver, as well as designer pieces. When the crisis hit the US however, I started noticing the rise in demand for stainless steel jewellery with sophisticated craftsmanship and innovative designs,” Mr Taormina told JNA.

Matt Stuller, president, founder and CEO of Stuller Inc, a prime manufacturer and distributor of jewellery and jewellery-related products in the US, confirmed that the tough economic conditions are favouring alternative metal jewellery, but he stressed that such jewellery still needed to meet certain criteria, and these are design, quality and price point. “With a popular look and great price points, alternative metals are a hot trend in jewellery this season,” said Mr Stuller.

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