Jewelry is a unique product; people argue that nobody really needs
it, yet everybody likes it. More than the intrinsic value of the
jewelry itself, it is the emotional value that makes it so
irresistible. A gold bar is just a lump of metal, but when molded into
the circle of a wedding band, it speaks the love, the commitment, and
the trust that enfolds two people in a bond of marriage.
Jewelry is not just a medium of individual expression, but it
also reflects the ethos of the period. Today, eighty percent of
world's gold is transformed into jewelry, and America is the leading
consumer of this jewelry. However, until the beginning of the 20th
century, most of jewelry used in America was imported from Europe.
Gradually, prestigious establishments like Tiffany and Co. started
creating jewelry; in the process pioneering unique combinations of
colors and materials, along with innovative concepts like making jewelry
out of lava glass.
It is said that the study of jewelry is like a parallel social
commentary. The jewelry after the two world wars reflected the
turbulence and insecurity of the period. The First World War saw a
retreat of expensive jewelry, as it had become associated with
frivolity and lack of patriotism. Instead, the period after the war
saw an intoxication with costume jewelry. And the look for the season
was sporty and casual - something perfectly complimented by costume
jewelry. The Second World War compensated for the lack of resources in
its own unique way. The jewelry of the time used a small amount of
gold worked in heavy designs to create an impression of size: giving
rise to 'chunky' jewelry.
Jewelry as a trade also began to change, with focus on machine
created mass-production along with innovative designs to succeed in an
increasingly competitive international market. The modern times also
saw the rise of the artist-jewelers, who believe in experimenting with
jewelry as a medium of expression for new ideas and attitudes.
Today, you can buy jewelry in traditional gold and diamonds, to
the rare platinum and even titanium. Or, if you are a gold buff, you
can choose gold jewelry from a rainbow of colors, ranging from
delicate pink to luscious purple. There is innovation in not just what
is sold, but also how it is sold. Establishments like Cartier and
Tiffany continue to work with sumptuous stones in traditional
settings, catering to an exclusive clientele. These jewelry houses
compete with one stop stores like Wal-Mart where you can purchase
matching gold jewelry to go with your new dress and shoes. The Internet
boom has created e-commerce, where you can leisurely shop online for
that perfect piece of jewelry, which will arrive at your doorstep
exquisitely packaged. So - depending on convenience, you can buy
through bricks or clicks - the choice is yours.
No matter what you desire, one thing is for sure: from ageless
pieces like the wedding band, to the more casual and chic pieces; and
from gold and diamond to platinum and titanium - the beautiful love
affair with jewelry continues. As the founder of a leading jewelry
store commented, "as long as there is love, lust and guilt, the
jewelry industry is going to be just fine."