Gold is certainly precious, but it doesn’t always have to be prohibitively pricey.

Several successful—even buzz-y—jewelry retailers and brands have made it their mission to retail real gold for sterling silver–style prices.

How do they do it? As a retailer, you know that cutting product margins in the name of volume sales—or creating gold styles for under $200 from scratch—can be incredibly tricky acts to pull off successfully.

But the consumer appetite for yellow gold isn’t abating. In fact, droves of Gen-Z and millennial jewelry lovers are graduating every day from costume jewelry to true-blue fine jewelry. As a retailer, stocking a wide selection of those stylish, entry-point gold pieces is crucial to reeling them in.

Here are a few brands already doing it quite well:

Ross-Simons set of three pairs of 18k yellow gold Endless Hoop earrings, currently on sale for $59.50

Ross Simmons
Warwick, R.I., jewelry retailer Ross-Simons is a little bit legendary around the JCK office. Its prices can be stunningly low, especially when it comes to 14k basics such as huggie and hoops earrings, which the retailer imports from workshops around the world. It’s not unusual to see a style on its website that a more trendy jewelry retailer has also picked up and is retailing for twice as much.

Stone & Strand 14k gold Tiny Round Endless Hoops, $65

Stone & Strand
Stylish NYC clicks-and-bricks jewelry retailer Stone & Strand launched its own moderately priced daily gold collection, S&S, last year to round out its selection of flashier looks and brands.

To the Moon and Back 14k gold bracelets, $150 each

Starling Jewelry
Starling Jewelry in Malibu, Calif., debuted last year with the mission of retailing special occasion 14k recycled gold pieces at rock-bottom prices. It’s been delivering on that promise since.

 

Bauble Bar 18k gold-plated Tondo Everyday Fine pendant necklace, $72

Bauble Bar
The NYC retailer debuted its Everyday Fine collection of all 18K gold-plated sterling silver in October. The pieces are plated, but their prices—$48 to $98 per style—reflect that.

(Top: Starling Jewelry Olive Hoop earrings)

 

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