Jewellery World Magazine - May 2021

Darren felt the country of origin often had a big impact on the
impression of luxury, with countries such as Italy and Germany
having reputations for craftsmanship and design.
Dissenting, Jamie said he did not believe alternative jewellery
could be considered luxury, but he also believed that was part of
the appeal.
“Alternative jewellery is sold at a price point that is affordable to
everyone,” he said.
Showcase Jewellers
A bright future for the grey metals
Alternative metals have opened up the world of fashion jewellery
to many different price demographics as jewellers and designers
use new and non-traditional materials to create their pieces. This
makes for an exciting time for jewellers and jewellery lovers alike.
Indeed Jamie believes the future in this field is very exciting and
full of opportunity.
“We have only scratched the surface of how alternative metal
can be used and the materials we are using,” he said. “There may
come a day that it would no longer be tagged as alternative.”
Cudworth Enterprises, which this year celebrates 100 years
since the original company was registered, offers a wide range
of products in alternative metals and believes the growth in the
sector will continue.
Cudworth Enterprises
Etrnl
“So long as alternative metal jewellery
maintains strong design and quality,
the future looks very strong,” said
Darren. “We offer the largest range
in Australia with a full range of
categories of stainless steel jewellery
with matching pieces.”
The days of ‘the other metals’ only
being used in offerings of men’s rings
are definitely over but the staples will
always be on trend.
“Cufflinks, bangles and rings will
always look good in alternative
metals,” said Darren.
The alternative metal jewellery sales at Ellani Collections have
seen strong growth, and Paul said he cannot see it slowing down
in popularity.
May 2021 25