United States
The US market for gold jewellery has shifted away from mass-market gold sales and is enjoying a renaissance at the high-end with the growth of designer gold jewellery brands.
Weddings are a major driver of gold jewellery demand in the US today. While wedding rings have been a part of Western European culture for centuries, the modern American tradition of the gold wedding band took off during the Second World War, when soldiers fighting overseas wore rings to remind them of their loved ones back home.
Gold resonates particularly well with those consumers looking to buy a piece that they feel is associated with tradition or reminds them of a special moment in their life. A key strength of gold for these consumers is that it keeps an inherent emotional and financial value over time and can be passed to the next generation.
