Silver ... The New Gold

The ONLY Affordable Precious Metal

I had an epiphany during my latest trip to the Far East! While in Japan this past week, with the cost of an ounce of pure silver at record levels, it dawned on me that silver has become the new gold. In the same spirit that the fashion industry anoints a new color for the little black dress every year, the time is right to crown a new Queen of precious metals in the jewelry industry.

In truth, for many centuries prior to this writing, silver has always been known as the “Noble Metal” or “The Queen of Metals". Silver money has brought men to power, and the lack of silver coins has brought kings to ruin. The search for new supplies of silver encouraged men to conquer the New World and later, in the 19th century, to brave the dangers of the frontier in the American Far West. In the 20th Century, a rocket could not blast off, a photograph could not be taken, and a light could not be switched on without silver.

The Japanese culture has always been one of respect and admiration for tradition. Gold and platinum have been the standard bearers in jewelry for as long as I can remember…up until the last few years. The market for jewelry is changing there and sterling silver jewelry has taken on a life of its own. It seems to garner the respect of its heritage as the Japanese consumers; among the best if not THE best consumers in the world, is taking notice. The increase in an ounce of silver has brought the attention to the metal it has coveted since recorded time. The consumer has embraced, not only the white metal color, but the natural properties and intrinsic value that makes silver one of the only precious metals on this planet.

In today’s world of jewelry and precious metals, sterling silver has always taken a back seat to gold and platinum. Some might call it the “bastard cousin” of the precious metal family. Seeing an item in silver does not elicit the same emotion as seeing the same piece in gold. People don’t say, “Wow---is that real sterling silver,” but they will say in kind, “Wow---that’s real gold, isn’t it?” I see change on the horizon!

My feeling is the USA and the world is not far behind the Japanese culture. Gold (which is the new platinum) and platinum (which no one can afford) are also at record high prices. Silver remains the only affordable precious metal left. I predict consumers will embrace silver with the same vigor, admiration and respect that they have showered upon gold for many years. It is a natural evolution!