Gold, Story & Statement — how the jewelry sector is changing today

The price of gold has once again reached a record level due to economic uncertainty and geopolitical tensions, and this is not without consequences for the jewellery sector. Prices are increasing, and at the same time, consumers are becoming more critical.

A clear shift is emerging: people are looking for sustainable alternatives and attaching more importance to long-term value. Vintage jewellery is becoming more interesting as a result, as it often offers more value per gram of gold. Gold, in addition to being a good investment, is once again seen as an emotional possession — a combination that is becoming increasingly important.

Gold jewellery dominates the red carpet

This renewed appreciation for gold is also strikingly evident on the red carpet. Gold is once again the dominant choice, with celebrities deliberately opting for yellow gold over white gold or platinum. Its warm radiance flatters various skin tones and provides timeless elegance. At recent events such as the Oscars, statement gold jewellery is often combined with minimalist outfits, which brings the jewellery back to centre stage.

What is striking is that stylists are increasingly opting for vintage pieces to create a unique look. Layering and sculptural forms are gaining popularity, and gold is used as a way to express personality. The focus is shifting from perfection to character, with designs clearly inspired by historical styles. The result is an aesthetic that feels both modern and nostalgic.

The rise of vintage jewellery in a modern market

We see this same movement in consumer buying behaviour. Vintage gold jewellery is gaining popularity, not only because of its appearance but also because of its durability and unique character. While fast fashion is losing ground, the demand for pieces with a story is growing. Vintage jewellery often offers better quality than new mass-produced items and aligns better with a conscious way of consuming.

Designers are responding to this by drawing inspiration from the 70s and 80s. Chunky gold rings and necklaces are making a clear comeback. At the same time, emotional value plays an increasingly important role in purchasing decisions: customers want something that suits them, not something everyone else wears. Social media reinforces this evolution by focusing on storytelling, making vintage gold increasingly seen as the new form of luxury. Discover our collection of chunky vintage rings HERE.

In addition to what we wear, how we wear jewellery is also changing. Styling is becoming more creative and personal, with a clear focus on expression. Experts advise combining gold with different textures and working with necklace layering for more depth in an outfit. Highlighting one statement piece remains an important styling rule, especially in combination with minimalist outfits.

Combining old and new is also encouraged, as is wearing jewellery in unexpected ways — such as a brooch on a sleeve. Accessories are increasingly used to completely transform an outfit, where functionality and aesthetics come together. Small styling choices can make a big difference in appearance.

Looking ahead, it is clear that this evolution will continue. 2026 promises to be the year of bold gold and colourful gemstones. Large gold pieces dominate collections, while coloured stones are combined with gold for contrast and expression. The trend is moving away from minimalism and evolving towards maximalism, where personality and storytelling are central.

Vintage influences remain clearly present. Designers are experimenting with form and scale, causing jewellery to increasingly evolve into wearable art objects. Consumers are making more conscious choices, investing in quality and looking for pieces that are not only beautiful but also carry meaning.

What connects all these evolutions is a clear shift in how we view jewellery. They are no longer merely decorative but are once again gaining deeper value — financial, aesthetic, and emotional.

And perhaps that is the essence: that today, a piece of jewellery not only adds to your outfit but also to your story.