In the jewelry market, a trend toward 10-karat gold is emerging, with brands such as Mejuri taking the lead. Previously, Mejuri only offered 14-karat pieces and 18-karat vermeil. Recently, the company informed customers of a price hike, which was communicated in a letter dated March 9. Notably, some of their popular items, like the 14k hoop earrings with an 18-millimeter diameter, have seen more than a 20% price increase, now approaching $400. “This adjustment ensures that we never compromise on the quality or the values that attracted you to us initially,” stated Noura Sakkijha, Mejuri’s CEO and co-founder, in her announcement.
Sakkijha further explained that Mejuri plans to expand its offerings with more 10k gold pieces alongside the existing 14k options. This strategy aims to provide the robustness of solid gold at a more accessible price while still catering to those who prefer 14k gold.
Even though 10k gold is more affordable, its price can still fluctuate significantly, presenting challenges for brands. Benayoun commented on this issue, stating, “We’re trying to find ways to mitigate the volatility of the metal, and it’s almost like every technique they used to have in the industry for the last couple of years is out the window because the volatility has increased so much.” To counter this volatility, Benayoun’s brand, Ana Luisa, employs “gold locks,” which involve paying a deposit on gold to be used over a specific period. Although this requires a larger upfront cost, it helps stabilize jewelry pricing despite market fluctuations.
Undiluted and Unflinching
Some brands are determined to preserve the purity of their gold lines by maintaining higher karatage. For these companies, minimizing expenses while upholding product quality and keeping price increases minimal is crucial.
Monica Vinader CEO Sebastian Picardo is actively seeking ways to enhance operational efficiency. This effort includes standardizing components like clasps across key categories to achieve economies of scale, which allows the company to order larger quantities at better prices. Picardo noted that his team continuously monitors price elasticity, reserve values, and key price trends to anticipate future changes. Picardo mentioned that the brand uses financial tools like forward contracts to “hedge some of these [gold] price increases… to have certainty as to what the price will be, so that when we buy and price the product, and we sell it, we know roughly what the cost will be.”
Production timelines also influence strategies for managing gold costs. For instance, Angara, which produces jewelry to order and purchases gold on a daily basis, experienced over a 100% increase in 18-karat yellow gold sales year-on-year in February 2026. However, the company faced a reduction in gross margins from December 2025 to February 2026 due to the belief that the rapid price increase might reverse. Looking ahead, the brand may need to adjust prices quarterly due to the rapid price escalations. Daga indicated that the company is considering using less gold and concentrating on new gemstone-focused designs to mitigate costs.
