The US accounted for 129 tonnes of gold in jewellery during 2010, making it one of the world’s most significant consumer markets.

The US market is dominated by gifting where over 50% of the total value of gold jewellery at retail is created by pieces over $1,000. Unsurprisingly, two thirds of American women say they think of their gold jewellery as an investment, but one to be treasured and handed down to future generations. 72% of US women feel that gold is an everlasting gift. Birthdays, anniversaries and the traditional holiday season dominate occasions for gifts of gold but there is a sustained trend towards a gift for “no special occasion”. Perhaps men have begun to see gold, unlike other forms of jewellery, as spontaneous and profound; increasingly, the intimate, personal nature of gold jewellery combines a public statement with a tender, private message.

The rituals and traditions of gold are still very much alive in America. Over three quarters of American brides say “I do” with a ring of gold. Moreover; the custom of the groom receiving and wearing a wedding band began in this culture in the first half of the twentieth century.

We have now launched our bridal campaign which reaffirms gold as the original symbol of love and commitment.