One way they have done this is to start purchasing alternatives such as silver instead of gold or platinum. Another is materials such as tungsten, titanium or stainless steel jewelry as well as wood, leather, plastics, etc.
There also has been a resurgence of purchasing costume jewelry / fashion jewelry in recent years.
Costume jewelry also called fashion jewelry came about in the 1930's as a way to inexpensively complement a particular fashionable garment or outfit. It was originally meant to be an inexpensive, disposable accessory and not meant to be handed down from generation to generation. Inexpensive jewelry has existed throughout the centuries but it's popularity came about in the 19th century.
Costume jewelry went though different periods such as Art Deco, Retro and Art Modern. Many famous designers made it further popular in the mid-20th century. Designers such as Coco Chanel, Napier, Trifari, Dior, Monet, Sarah Coventry, Kenneth Jay Lane and others.
Hollywood further helped popularize costume jewelry as the female stars of the movies wore and endorsed many of the pieces produced by these famous designers.
Costume jewelry has changed throughout the years. It was originally made with materials such as pewter, nickel or brass with rhinestones simulated gems, lucite and other materials. Now in modern costume jewelry they are using materials such as CZ, high end crystals, simulated diamonds and even semi-precious gemstones. They still may use metals that include pewter, nickel or brass with silver, gold and even rhodium plating.
Costume / Fashion jewelry definitely allows the consumer a choice to have very fashionable jewelry for a much more affordable price but yet allows much versatility to match to many garments, outfits or occasions.
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