How to Choose Between Gold, Silver, and Brass Jewelry

Author: Jewepiter Team

As an online jewelry retailer, understanding the significance of different metals in jewelry manufacturing is of paramount importance. Each metal possesses unique characteristics and allure, enabling the design of personalized jewelry based on their distinctive properties. 

Gold, silver, and brass stand out as the most frequently used metals in the jewelry industry. By assessing the price and merits of each metal, businesses can effectively target their customers and prepare for pre-sales and after-sales services.

1. Gold Jewelry

Gold has long been associated with luxury and elegance, making it the preferred choice for skilled jewelers. There are various types of gold, including pure gold and popular variations such as 14K, 18K, and 10K gold.

Gold Silver and Brass Jewelry 9

Physical Properties and Workability: 

Gold is a dense and malleable metal, easily malleable into intricate shapes and designs.

Characteristics of Different K Golds in Jewelry

18K Gold – also known as 750 gold: With 75% gold content, 18K gold closely resembles pure gold in color, showcasing a bright yellow hue. Due to its relatively high gold content, it is more malleable and perfect for crafting intricate details and engravings.

14K Gold – also called 585 gold: With slightly lower gold content compared to 18K gold, 14K gold appears paler with hints of yellow. It is relatively harder. Its higher strength makes 14K gold an excellent choice for creating durable and common jewelry types like wedding rings, pendants, and earrings. It is also ideal for gemstone settings.

10K Gold – also known as 417 gold: With the lowest gold content, 10K gold appears even paler, displaying a light yellow or faint golden color. It is especially suitable for crafting everyday-wear jewelry, such as sturdy bracelets and rings.

Colors of Gold Jewelry:

Yellow Gold: The most common and classic color of K gold, representing the natural color of pure gold. The higher gold content in 18K and 14K gold contributes to their bright yellow hue.

Rose Gold: Formed by alloying gold with a certain proportion of copper, it exhibits a warm pinkish tone, creating a romantic and stylish appearance.

White Gold: Obtained by alloying gold with other white metals like silver, nickel, or platinum, it has a silvery-white or silver-gray appearance, offering a fresh and modern feel. Usually coated with platinum to enhance its white effect.

Green Gold: Formed by alloying gold with silver, it presents a light green hue. This color is relatively rare but can be found in some uniquely designed jewelry.

It is important to note that the creation of each color depends on the proportions and components of metal alloying, leading to slight variations among different manufacturers. 

It is advisable to consult specific alloy content and color information with jewelry manufacturers to ensure satisfaction in color selection.

Advantages and Disadvantages of Gold Jewelry


High Market Value: Gold, as a jewelry material, holds considerable market value. Its rarity and preciousness attract numerous consumers, especially those seeking high-quality and luxurious purchases. It also offers the highest profit margin in the jewelry market.

Great Workability: Gold is a highly malleable and pliable metal, enabling it to be shaped into various forms and designs, providing jewelry makers with ample creativity and diversity. This wide range of choices makes gold jewelry widely popular in the market.

No Plating Required: Gold is a stable metal, maintaining its color and luster over time. Non-electroplated gold jewelry retains its genuine gold color, eliminating the need for additional electroplating during the jewelry-making process. This simplifies production and reduces environmental impact.

Value Preservation: Gold is considered a secure investment as its value remains relatively stable and shows a consistent growth trend. Gold jewelry can serve as a long-term wealth reserve, helping preserve value and hedge against inflation.


Expensive: Gold’s price is relatively high, especially for high-purity gold. This may render pure gold jewelry unaffordable for some individuals, leading to a smaller target audience and longer transaction cycles.

Prone to Scratches: While gold is durable, its softness makes pure gold jewelry susceptible to scratches and surface damages. This is why other metals are added to enhance hardness.

Not Suitable for All Styles: Due to gold’s softness and characteristics, some large and complex jewelry designs may not be well-suited for pure gold crafting.

2. 925 Silver Jewelry

925 silver jewelry possesses its unique charm and is more affordable than gold. 925 silver, commonly marked as “925,” is the most widely used silver alloy in jewelry making. 

It strikes a balance between its price and workability, providing the durability and strength of metals while maintaining affordability, making it a beloved material for both jewelry sellers and end consumers.

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Why Use 925 Silver Instead of Pure Silver?

While both silver and 925 silver use the same metal as their base, the key difference lies in their purity levels. 

Pure silver has a purity of 99.9%, making it too soft for practical use in jewelry making. On the other hand, 925 silver incorporates alloy metals to ensure it retains its shape and resists wear.

Advantages and Disadvantages of 925 Silver Jewelry


Relatively Affordable: 925 silver jewelry is economically viable compared to other precious metals. This accessibility enables more people to afford silver jewelry and enjoy its fashionable and beautiful designs.

Durability: 925 silver is relatively hard and more resistant to wear and scratches compared to pure silver. It can withstand daily wear and usage, maintaining its attractiveness and reliability for an extended period.

Strength and Stability: The addition of other metals, such as copper, enhances the strength and stability of 925 silver. It boasts higher hardness and strength than pure silver, making

Versatility in Design: With its enhanced durability, 925 silver allows for the creation of stunning rustic or Bohemian-style jewelry pieces. Its affordability combined with diverse design options makes it an ideal choice for online jewelry retailers offering high-quality pieces at reasonable prices.

Hypoallergenic Properties: 925 silver is generally hypoallergenic, making it suitable for individuals with sensitive skin or allergies to other metals. This characteristic ensures a broader customer base for silver jewelry products.


Susceptible to Oxidation: Silver reacts with oxygen in the air, leading to surface oxidation and a dull appearance over time. Although 925 silver is more resistant to oxidation than pure silver, signs of oxidation may still appear after prolonged wear.

Regular cleaning and maintenance are crucial to preserving the brilliance of silver jewelry. For jewelry sellers, you should also store your silver pieces in airtight containers to prevent them from tarnishing or oxidizing.

3. Brass Jewelry

Brass is a versatile metal that has been utilized in various applications for thousands of years. It exhibits a high degree of ductility, making it easy to mold into different shapes. While brass may not be as popular as gold or silver, it offers unique advantages in jewelry making.

Gold Silver and Brass Jewelry 1

Characteristics and Attributes of Brass

Brass is a metal made of copper and zinc.

It has a bright yellow color that can change depending on how much copper and zinc it has. It is easy to shape into different forms. It can be cast, forged, extruded, drawn, or rolled. It can also be cut, drilled, punched, or engraved.

Advantages and Disadvantages of Copper Jewelry



Brass is an affordable and readily available metal. This makes brass jewelry an economically viable choice for individuals with limited budgets, providing them with an affordable way to enjoy fashionable and aesthetically pleasing designs. 

It also makes it an ideal option for online jewelry retailers seeking to offer high-quality jewelry at competitive prices.


Diminishes Shine and Oxidation

Brass is prone to oxidation, causing its surface to lose luster and become dull over time. While some customers appreciate the rustic appearance, others prefer to maintain the jewelry’s original look.

4. How to Choose the Perfect Metal for Your Jewelry?

When crafting exquisite jewelry, one of the most crucial decisions for online jewelry retailers is choosing the right metal. Gold, silver, and brass all present popular choices, each possessing unique characteristics to cater to varied customer preferences.

Understanding Customer Preferences

Before settling on a specific metal, understanding the tastes and preferences of your target customers is paramount. 

Do they lean towards timeless classic designs exuding a sense of opulence, making gold an enticing option? 

Or do they prefer more affordable and diverse designs, making silver or copper the ideal choice? 

Grasping your customers’ desires aids in tailoring jewelry pieces to their liking, ensuring higher customer satisfaction and sales performance.

Design Considerations

Each metal bestows unique traits to your jewelry designs. 

Gold’s radiance complements intricate classic designs, while silver’s luster beautifully accentuates modern and bohemian styles. Brass adds a rustic and natural charm to your creations. 

Consider the design aesthetics you wish to achieve and how each metal aligns with your artistic vision.

Balancing Budget and Aesthetics

While gold undeniably possesses allure, it can also be costly. 

To cater to customers with different budgets, offering choices like 14K gold and 925 silver strikes a balance between elegance and affordability. 

For those seeking affordable luxury and short-term fashion, brass can be the preferred jewelry metal, also serving as an excellent entry point for jewelry entrepreneurs into the industry.

Durability and Longevity

One unique aspect of metals is their tendency to undergo oxidation or develop a patina over time. 

  • Gold exhibits high resistance to oxidation, maintaining its radiance. 
  • Silver may oxidize over time due to reactions with sulfides in the air. While some people appreciate the vintage appearance of oxidized silver, others prefer to keep it bright and polished. 
  • Brass may oxidize and change color, with the normal color retention period for brass goods ranging from 3 to 6 months, varying based on different users’ body conditions and usage.

Using thicker plating like gold vermeil can help extend the lifespan of your jewelry.

Catering to Allergies

Some customers may be allergic to certain jewelry metals, with nickel and lead being common culprits. Nowadays, most factories avoid using nickel and lead. 

Additionally, some individuals may be sensitive to metals, but in general, gold and silver tend to be more tolerable.

To facilitate easier comparison of these metals, refer to the table below:

MetalCostStrengthLow AllergenicityOxidation/Patina
SilverModerateHarderYesProne to Oxidation
BrassLowestMost MalleableNo (May Cause Skin Discoloration)Develops Natural Patina


In the world of jewelry, selecting the appropriate metal can significantly impact your business’s success. 

Consider the preferences of your target audience, the design aesthetics you wish to achieve, and the budget you aim to cater to. Strike a balance between elegance and affordability while providing options for customers with metal allergies. 

Overall, understanding the unique characteristics of gold, silver, and brass metals is vital for jewelry designers, manufacturers, and retailers. Each metal has its own merits and limitations, catering to different customer preferences and budgets. 

Whether it’s the timeless elegance of gold, the budget-friendly allure of silver, or the rustic charm of brass, a variety of choices can create captivating personalized jewelry pieces to meet diverse tastes and styles.

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