JEWELLERY TRENDS GO CHEAP AND CHIC

A new trend has emerged among fashionistas. Big spending is out, and cheaper Cheap Jewellery Shops is in. As BIANCA MANGION reports, sterling silver makes the perfect partner.
Thinking twice before succumbing to the fickle whims of seasonal trends, today’s style-lovers are holding on to their clothes and accessories for longer before discarding them, or finding novel ways to get new gear – like clothes-swapping parties, where they meet with their friends to exchange pre-loved clothes and socialise, too.
The style-and-budget-conscious are also more closely scouring the racks of major discount department stores like Target and Big W, where the range of affordable style has notably increased. So much so that high-end brands like Stella McCartney, Napoleon Perdis, Zac Posen, and Morrissey have all created limited-edition lines for the stores.

“I’ll put my name on whatever is appropriate at the time,” Aussie designer Peter Morrissey told SMH upon the announcement of his new underwear range for Big W – to be launched in October. “It would be irresponsible to create (an expensive) collection when people can’t pay their mortgage. I haven’t become mass market, I’ve become humane.”

Jewellery is no exception. “Bling on a budget” or “bang for your buck” are the new catch-cries of many suppliers and designers who think it wise to offer timeless style at an affordable price. Of all the metals most suited to this, silver shines brightest.

“Silver has become a most sought-after metal in recent times, mainly due to its lower price point,” reports Julie Kiefel, purchasing and sales at XS Jewellery. “Now more than ever, customers are looking for good value and quality as the global economy continues to peak and trough. With silver, retailers can offer unique and fresh new jewellery in a precious metal, at comparable prices to fashion jewellery.”

Vina Lambert of Pinaroo jewellery – a supplier getting set to launch her new, self-titled branded range – aims to provide her customers with an affordable alternative to fine jewellery that she believes will last for years.

“Our range is selling to those who would normally spend on gold and diamonds because they look almost identical,” Lambert says. “These designs appeal to the fashion conscious on a budget.”

Also new to the sterling silver market – albeit on the retail side – is Magnolia Jewellery, an international chain store stocking only sterling silver. The Israeli brand has just hit Australia. With several stores throughout Sydney and Melbourne already, Magnolia plans to have 14 stores through New South Wales, Victoria and Queensland by the end of 2009 – perhaps signalling the viability of silver on these shores.