Last updated on May 11th, 2025
Once upon a time, gold was pretty much the only metal that anyone would consider in their jewelry. Silver came along a little later, but it still played second-fiddle to the golden metal.
However, recently, things have begun to change. We’re seeing a host of new metals freshly plucked from the periodic table making it into women’s bracelets and men’s wedding rings. The shift has been remarkable.
It’s not just about cost, either. Many of these rings are just as pricey as the golden originals. Instead, it seems like people want to explore metals more than ever (and have something interesting to talk about when someone asks them about what their ring or necklace is made of).
Thorum is a company that has been making jewelry from various metals for many years. Its owner has personally crafted on the order of 10,000 rings for customers.
“We’re seeing a massive explosion in the number of people seeking alternative metals in their jewelry”, the brand says. “The shift is accelerating as people learn that there are plenty of other corrosion-resistant metals out there that won’t tarnish and can provide them the strength they need to feel confident.”
Of course, gold remains exceptionally popular in the Middle East, India, and Far East Asia. But in the West, its dominance is waning. New breed metals are coming along that promise to change the face of jewelry forever and transform our expectations.
What Are The New Metals?
These new metals, such as tungsten and palladium, are gaining popularity for several reasons. The first is their sheer uniqueness. These elements have unique finishes and textures that make them stand out from the regular choices, like gold and silver. Wearers can attain looks that simply aren’t possible using regular materials.
“There’s a need for novelty and originality in the luxury jewelry market,” Thorum says. “While people would traditionally opt for gold, it is no longer as popular as it once was. People are looking for metals that reflect their values and even star signs.”
Tungsten, often used to harden the tips of drill bits, is perhaps the main contender. However, films like Iron Man have skyrocketed the popularity of palladium. Other people are opting for exotic metals, like titanium, to complete a unique look and celebrate the metals themselves.
What Factors Are Driving The Shift To New Metals?
Various factors are driving the shift to new metals in jewelry, some of which are surprising. While price is a factor, it’s not the only consideration.
Technological Advancements
In the past, jewelers hammered gold and silver metals into loops and bands because it was relatively easy. However, dealing with more exotic metals was considerably more challenging and, sometimes, not possible at all.
That all began to change when better machines came along. Now, jewelers can handcraft even the hardest of metals, shaping them how they want.
“At Thorum, we use various machines to manipulate tough metals and form them into appealing shapes,” the brand says. “Titanium is hard to manipulate because of its intrinsic toughness and ductility. However, jewelers now have processes that can shape this metal into styles that the average ring-buyer will want and enjoy.”
Social Media
Social media is also driving the shift towards new metals. Leading influencers are ditching conventional gold and silver, preferring to don platinum and palladium instead.
Part of this has to do with the novelty of these metals, and part of it is the exclusivity. Successful individuals are always looking for ways to differentiate themselves from the crowd, and new metals make this possible.
Social media is supercharging these trends, compelling consumers to look for more exotic metals. For example, we are seeing increased interest in rhodium (typically used as plating for white gold), rhenium, osmium, and iridium (a rare Earth element).
Part of the appeal of these metals is their rarity. Some may be less than a millionth of a percent of the Earth’s crust.
Changing Consumer Preferences
Changing consumer preferences could also be driving the changes we are seeing in the jewelry market. In homogenous, communitarian cultures, gold is almost always the preferred metal (usually 24-carat pure gold). However, in more individualistic cultures where personal values matter more, jewelry choices can vary substantially.
“We’re not sure why people are seeking non-traditional metals,” Thorum says. “But the demand for jewelers to come up with something new is almost endless. People already have a lot of gold and silver jewelry in their collections. What they often want is something new that will help them stand out.”
Economic Factors
Of course, economic factors are also playing a role. Other metals (even rare Earth elements) are often cheaper than gold, ounce for ounce. Furthermore, they are often harder and less prone to breakage. Hence, financial decisions could be coming into play.
What Does The Trends Of New Metals Mean For Jewelry?
Jewelry is ubiquitous throughout human history and society. We want items that we can wear our entire lives without them ever tarnishing or degrading. However, the switch to new metals will change the industry as we know it.
One change is the greater focus on sustainability and ethics. Many people who buy these alternative metals are worried about the effect of gold mining on workers and the environment.
Another is accessibility. Budget-friendly options are making designer or bespoke jewelry available to a wider audience.
Finally, using new materials opens up opportunities for greater creativity. Making chunky necklaces from gold is possible, but it is also incredibly expensive. Most people can’t afford to buy or wear them.
Wrapping Up
Gold and silver will probably remain for a long time, if not indefinitely, as staples of the jewelry market. But there’s no denying that new metals are grabbing the limelight.
“These new metals are making it possible for the average person to access bespoke, handcrafted jewelry items,” Thorum says. “The lower cost of some of these exotic metals is opening up opportunities and taking the whole market in a new direction that nobody expected.”
