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Golden Opportunity
According to the World Gold Council, dollar sales of gold jewelry in the U.S. during the 1994 holiday season alone were a staggering $4.5 billion. And, with the average price of a piece of gold jewelry at $86, it is important that gift givers purchasing gold for loved ones this holiday season know how to protect their investment.
According to John Calnon, vice president, jewelry, World Gold Council, “Having knowledge of the style, karatage and retail price provides a base from which to select a piece. However, when shopping for gold jewelry, consumers should also judge the craftsmanship of the item before making a purchase.” Following are some additional guidelines to help evaluate gold jewelry purchases this holiday season:
• Check to see if there is a karat stamp and trademark on the piece. Always look for a karat mark when purchasing gold jewelry. It is usually stamped as 10K, 14K, I8K or 24K. This mark indicates the percentage of pure gold in the piece.
• Specify and look for jewelry that will last. For example, Leach & Gamer Gold, is the first patented 14K gold alloy of its kind that resists scratching, stretching, breaking and denting far better than ordinary 14K gold. The jewelry can be found at selected specialty jewelers, as well as fine jewelry departments.
• When purchasing several gold jewelry items, make sure the color characteristics match. The color of gold jewelry may differ as a result of the different alloys used in the manufacturing process. Although color preferences may vary from consumer to consumer, when purchasing gold look for items that have a rich, natural color and have con
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