Gold is prized by jewelry designers and makers because it doesn’t tarnish, is easy to work with and is hypoallergenic. But solid gold is surprisingly expensive (about $1,617 an ounce) and a lot of consumers aren’t willing to spend that much on a single piece of jewelry. That’s why we’re seeing a surge of direct-to-consumer brands offering gold jewlery at more affordable price points.

This trend isn’t just bringing new shoppers to the gold jewlery category but also shaking up the way consumers purchase gold jewelry. Some of these companies have embraced the idea of storytelling, leveraging the concept of heirlooms to draw customers in and help them connect with the jewelry they’re buying. Others are using creative design to make the metal feel more authentic by incorporating materials that would normally be considered waste, such as recycled SIM cards and old laptops.

Golden Elegance: Exploring the Timeless Allure of Gold Jewelry

While a few of these brands have been around for decades, the bulk of the gold-focused jewelry is new, and it’s taking on a very different look. Think: chunky gold chains that are loud enough to be a focal point rather than a quiet accessory.

When purchasing gold-plated jewelry, it is important to read the fine print to determine how much actual gold a piece contains. It may be labeled as “gold-filled” or “gold vermeil.” Gold-filled pieces use a mechanical bond to chemically combine karat gold and another metal, often brass. Jewelry with a gold-vermeil designation has a stamp indicating the amount of karat gold used, e.g., “1/40 14K GF.”