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As a band metal, yellow gold has been battled by serious competition from alternate metals such as rose gold and platinum. However, despite many women considering it a choice best relegated to older times, it still remains a highly popular option.
The major decline yellow gold faced was after the 1980’s, when people started waking up to alternative fashion and what adopting it would mean for them as individuals in a crowded world. Yellow gold began to be seen as a classic and vintage choice, and most people wanted no part of that as far as their diamond jewelry was concerned.
White metals like platinum and white gold quickly rose to the top with their sleek and cool appearance. They spoke of modernity and adaptability, two things that appealed greatly to a lot of jewelry buyers at the time. The generic diamond white gold ring became one of the main sell-outs in most stores.
Fast forward to the current day, and people have started appreciating older designs and looks. What was once seen as “old” is now “vintage”, and valued more highly for it. This makes sense, since most decent fashion trends make a comeback after they have disappeared for a while.