So why DO you pay more for ROSE GOLD?
It’s the colour of the moment — but, as we reveal, it can come with a hefty mark-up
For glamorous gifts this Christmas, only one hue will do. Forget gold and silver, the most stylish presents will be rose gold — a pinkycopper that’s turning up everywhere from shoes and bags to cameras and laptops.
The trend started in jewellery, with retailers using the pretty metal to add a feminine twist to classic styles. It’s a clever bit of marketing, because rose gold is not a pure precious metal like gold or silver, but an alloy of yellow gold and cheaper copper.
In theory, it ought to cost less — but its fashionable status means it’s often more expensive. The mark-up can be even more dramatic for plastic, fabric or metal things that have simply been sprayed with rose gold paint.
This Christmas, shops are full of ‘special edition’ rose gold products exactly the same as versions in other shades — except that the price has been inflated by up to 75 per cent.
So why are we willing to pay so much more for rose gold?
‘It’s feminine, flattering and suits almost every skin tone,’ says Emily Seares from website Fashion Bite. ‘Yellow gold can be quite harsh, and silver can be cold; rose gold offers a soft, warm alternative. It’s also a very versatile colour — looking casual for daytime, but adding a dressier finish to a party outfit without being too sparkly and garish.’
The shade first came into fashion in the Twenties and now, like all things Art Deco, it’s having a renaissance.
‘If you want to make a statement without being overly girly or brash, it’s the way to go,’ says Emily.
So, is the fashion cachet worth spending that little bit extra?