Design Art and Photography

By Beth Braverman

On Madison Avenue and in the Hollywood Hills, style-conscious consumers are layering themselves in yellow gold jewelry. But in America’s heartland, white gold seems to have won the popular vote, and jewelry consumers are sticking to it, no matter what the fashion magazines say.

Meanwhile, jewelers across the country have entrenched themselves in one camp or the other. But is this two-party gold system really wise—or profitable? Read what retailers have to say in The color wars.