The Tamesis
Now, other brands are following suit, such as Mejuri, the latest affordable luxury jewelry brand to focus on the 10-carat segment. The brand previously only offered 14-carat diamonds and 18-carat sterling silver.
Mejuri announced the price increase in a March 9 letter to customers. Some of its best-selling items, such as its 14k hoop earrings that are only 18mm in diameter, have seen price increases of more than 20%. Now they cost nearly $400. “This shift ensures we never compromise on the quality or values that bring you to us,” Noura Sakkijha, the brand’s CEO and co-founder, wrote in a statement.
Sakkijha also said that Mejuri is “focused on bringing more 10k gold into our product lines alongside 14k gold. This allows us to offer the durability of solid gold at a more accessible price point while still designing for those who prefer 14k gold.”
Even though 10k gold is cheaper, it is still expensive for brands because they face the unpredictability of prices. “We’re trying to find ways to mitigate the volatility of metals, and almost all the technology they’ve used in the industry over the past few years has been phased out because volatility has increased so much,” Benayoun said.
Benayoun is using Gold Lock, where the brand pays a deposit for gold it plans to use within a set period of time. This costs Ana Luisa more upfront, but the deposit helps keep the cost of jewelry stable, reducing pricing fluctuations even as gold market prices change.
Undiluted and Unwavering
Some brands want to avoid diluting their solid gold collections and plan to maintain a higher karat value. For these labels, cutting costs—without sacrificing product quality and raising prices as little as possible—is key.
Monica Vinader CEO Sebastian Picardo is working to “identify opportunities to improve operational efficiency.” Currently, this includes looking at “standardizing components such as clasps in key categories to achieve economies of scale,” he explained. For example, using the same clasps for different products may mean that the company can order them at a better price because it orders more of them.
Picardo said his team continuously studies price elasticity, reserve values and key price movements to predict future volatility. Picardo said the brand deploys financial instruments such as forward contracts to “hedge some of these risks” [gold] Price increases…determine prices so that when we buy a product, price it, and sell it, we know roughly what the cost will be. “
Production time plays another role in how brands think about hedging gold costs. For example, Angara produces custom jewelry and buys gold on a daily basis. In February 2026, Angara’s 18-karat gold sales increased by more than 100% year-on-year. But the brand’s gross profit margin from December 2025 to February 2026 has taken a hit, and “he believes prices may fall back because they have risen so quickly.” In the future, because prices are rising so quickly, the brand may need to update prices quarterly. Daga now says the brand is considering reducing its use of gold and focusing new pieces on gemstones to hedge costs.
