Troll's Jewelry highlights 'radically changing' tastes

The proprietors of Salem, Ohio's 'Troll's Jewelry', a "downtown fixture for three generations" according to Salem News, has commented on the changing nature of jewellery demand.

As a store that has operated in the same market since 1934, when Foster "Heck" Troll opened the jewellery shop on State Street, Troll's Jewelry is best placed to identify how tastes have changed in one single community in a microcosm of international demand.

Jackie Troll, the current owner and daughter of the founder, Foster, said that although yellow gold used to be very popular in the 1940s and 1950s, white gold, platinum and silver designs had taken over.

Ms Troll also said that jewellery sales at the store had gone up over time and the shop had, in the main, tried to keep on top of trends.

"We used to sell a lot of china, sterling and silver flatware but people live more casually now," she said. "There's less of a market for that."

Jewellery industry analysts have reported that yellow gold jewellery is taking back the mantle from white gold and silver in popularity as celebrity endorsements of traditional Eastern trends gain significance.

Kylie Minogue was recently pictured wearing traditional Indian-styled jewellery garments at Elton John's White Tie and Tiara ball last week.