Royal Chain’s Phillip Maroof On Holiday 2020 Gold Trends

[PinkDiamond]

I would be concerned about losing sales if I was a purveyor of gold jewelry, especially with gold hitting all-time highs, but this seller isn't too concerned, and will create products with lower price points to satisfy those with smaller budgets, but like he says, those who seek gold items won't mind paying a few hundred more for them. I wouldn't either if I was rich. It's just too bad that I'm not!

Royal Chain’s Phillip Maroof On Holiday 2020 Gold Trends
September 4, 2020 by Victoria Gomelsky



"It was a hot August afternoon when we caught up with Phillip Maroof, vice president of marketing at the Royal Chain Group, but the conversation was all about the looming fall season. From his perch at one of the country’s largest gold jewelry manufacturers, Maroof has a bird’s-eye view of emerging trends. So we tapped him to answer a few questions about specific styles that are on the upswing for the fourth quarter. No. 1 on his list: paper clip chains, in bracelets, necklaces, and two- and five-link earrings. While there’s nothing revolutionary about the industrial-chic style, it’s spot-on for this moment, when all we want to do is get back to business.


Phillip Maroof, vice president of marketing at Royal Chain Group

What trends are you forecasting for the holiday?

Chains and chain looks—like layered chains—are going to be very big. Something we’re very strong in and see people still demanding are paper clip chains, mirror links, longer chains layered with shorter chains, and chokers. [See some of Royal Chain’s styles below.] Vintage styles reimagined—that’s a continuing trend through the holiday. Lighter-weight novelty pieces are going to be important to hit price point—things that can retail for under $300 is something we’re very focused on.


Large paper clip necklace in 14k gold, $1,400

Oh—and one other thing we’re doing is we’re playing with the theme of the ’20s with art deco, flapper-inspired looks, bringing back a vintage reinterpretation of that period. We’re thinking the Roaring ’20s. This year definitely started with a big roar.

Has the price of gold affected demand?

It’s been surprisingly OK. Gold is still strong. The price started getting a little wacky. I haven’t seen it dramatically affect people’s desire to buy gold, probably because whoever’s really interested in it is not really concerned about a couple hundred dollars here and there. However, ... "
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