The Hype Behind Rose Gold: Jewellery Colour for the Times

When the iPhone 7 range was released in the September of 2016, it came in a range of colours: From matte black, red, silver, gold and rose gold. For the world-renowned device and OS maker, to opt for (another time) colours that have historically been associated with precious jewellery may have given the industry/product analyst a moment for pause. However, if you’re prepared to take a step back, and look at the changes that are shaping the trajectory of a number of industries, the value that is attached to the colour of the final product, particularly those which bring with them an element of luxury and style, is gaining strength.

For gold and rose gold, besides being actual colours, are also terms which are used to describe precious metals. Hence there is an added value and significance that they carry with them. So the question is, what do these ‘colour’ trends in the industry, not only in electronic devices, but also in services, and other durable goods, and especially fine jewellery, like rose gold engagement rings, tell us about the changes that are affecting consumer behaviour. Read on to find out. 

What is Rose Gold?

The Metal

Rose gold is a precious metal that is formed by combining, pure gold, with other metal alloys. The combination of the metals that are added to it, affect the carat, colour and quality of this type of gold. With various levels of copper and silver added to affect the final quality of gold, leading to a rose coloured one. With the level of copper, being the determining factor. In other words, there isn’t a single shade of rose gold. As the tone and shade of the metal vary with the level of copper and other metal alloys that are added to it. Hence, when it comes to real-world use, the application of rose gold also differs according to taste. Quality rose gold jewellery tends to contain around 25 per cent copper, to 75 per cent pure gold. At times a smaller percentage of silver is added to add a lighter rose gold-tone. Though the combinations of these metals are often likely to change depending on jewellery item in question. 

The Popularity of Rose Gold

Gold is a precious metal and a highly sought after colour. Pink, whilst considered a beautiful colour, though demand for it is highly preferential, with a certain gender gap. So, the combination of these two colours into one: adopting the glow of gold, and attractiveness of pink, makes a wonderful choice. With rose gold, those who don’t like the femininity of pink, or prefer the lightness of silver, can be satisfied with a lovely colour combination. With the addition of silver and the level of copper, may take the colour in a lighter or darker direction. So the options are many.

A key factor driving the popularity of rose gold is the steady decline in the popularity of yellow gold jewellery over the past decade. As those in the industry would, the demand for precious jewellery, when it comes to the metal of choice, has shifted mostly in favour of white gold, platinum and even sterling silver. Into this shift, rose gold has captured a strong middle ground.

It is Modern

As you’ll learn below, rose gold has become the colour that combines luxury with a sense of modern style. The presence of gold is undeniable, but it may seem old fashioned for a younger, freer generation. Hence combining the colour of luxury along with a colour that communicates a youth, and a bit of femininity, that many our finding attractive, is possibly driving its appeal.

Even major brands are also starting to recognize the appeal of rose gold. In an era of devices and mass-consumption, the need to stand apart is gaining prominence, to which the element of luxury and style are important additions. Rose gold, which combines these factors, and gives the consumer an added option is viewed as a viable alternative. A point which major companies are incorporating into their brands.

The iPhone: Device + Style

Ask anyone who owns an iPhone, or any Apple product for that matter, and they will tell you at least the really honest ones-that having an Apple device is not only about service and functionality. But that at another level serves a certain function: A stylistic one. The fact that one of the most recognized brands in the world, which had sold over a billion iPhones, at the time of the iPhone 7’s release, decided to adopt the rose gold colour, as an option for its flagship product-an addition to its successful lineup, notably the first rose gold addition to its iPhone range: the iPhone 6S, that was released in 2015-should tell you something about the changes that are taking place in the electronics industry.

Given the ubiquity and importance of these digital devices for our lives, their adoption as devices whose functionality goes beyond necessity, and into something more, was to be expected. When it comes to smartphones and other connected devices their role as instruments which communicate a sense of style and taste has seen a growing significance in recent years. With major device makers like Apple and Samsung all releasing a premium range: that besides a high markup, also come with a unique sense of style.

With Apple, which has always sought to distinguish itself (and its products): for whom the very idea of purchasing an Apple device is meant to communicate a mark of style. And increasingly now, even luxury. Apple’s iPhones, in contrast to other smartphones, come with a premium price and look. Hence the addition of the element of luxury, via colours like gold and rose was to be expected. Whilst it may not be an official policy for Apple to market its products as luxury items. Carrying around a rose gold iPhone certainly does communicate something of the sort.

Rose Gold Cars: Customization

In September 2018, a dealer in Coimbatore built a custom made version of the Tata Nexon compact SUV. To the many internal and external changes that were made to this vehicle, a key addition was the rose gold colour tint to the external surface and various parts of the vehicle's interior. Attention to detail was a key feature of this customization. On the inside, this Nexon gets rose gold touches just like the exterior. Notably a dual-tone coloured interior. From a jeweller’s standpoint, presumably, these were built according to specification: with the custom changes that were introduced in some ways akin to what one would expect from a top-notch jeweller.

Nothing speaks of a personalized look, one which is showcased to the world through an item that many views as a vehicle to communicate their style and taste: their car (or vehicle). Cars have a long history in personalization: from various internal add-ons, spoilers, internal upgrades to the most notable choice, the preferred colour. The choice of rose gold cars, as a mark of luxury and style, is no different.

Rose Gold Themed Weddings

The growing popularity of rose gold in jewellery is well known for those in the industry. From wedding rings, necklaces and engagement rings rose gold is a colour that is here to stay. As noted, an attractive middle ground between yellow and silver jewellery. Unsurprisingly rose gold in the wedding arena, is not only limited to jewellery, the appeal for this colour theme, is driving a new trend n rose gold themed weddings that are being marketed by events management companies. And with good reason. If your choice of wedding jeweller is in rose gold: wedding ring, engagement ring etc. Why not top it off with a rose gold themed ‘big day’.

From the colour of your flowers, the curtains at the reception, the table cloths, and yes even the big wedding cake, all can be arranged in this special colour. And if you’re not the one for traditional wedding style, you can go one up, and go for a rose gold wedding dress, supplemented by your rose gold attired bridesmaids. As for the flowers, which I have already mentioned, can be arranged in rose gold, and if desired, natural flowers. But beware of the markup.

_{A Rose Gold Engagement Ring with a Natural Blue Sapphire Centre Stone}

Rose Gold Engagement Rings

One cannot speak about rose gold, the colour, the metal, without mentioning a few things about rose gold engagement rings. Whilst wedding rings carry the greater symbolic value. When it comes to style, value, and personality, the engagement ring is a top starter. Opting for a rose gold engagement ring can mean many things. The choice of colour aside, it is a decision that communicates a sense of freedom, to do things differently. Something that defies the norm. A sense of individuality that is hard to beat, especially when it is paired with the right precious stone. Whilst diamonds continue to dominate the market for engagement rings, rose gold as a metal of choice opens up many options. Rose gold + sapphire stone combinations are important additions. And the trends in the past decade seem to indicate so.