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."