Have you ever wondered why gold jewelry is so popular and desirable,
not to mention expensive? A look into the history of gold reveals
how people of every culture, time period, and nation have fought wars
and built fortunes based on the allure of gold. Pronounced a symbol of
wealth and power since ancient times, gold still proves to be one of
the most coveted metals today. Its brilliance inspired the Incas to cover
every wall of its magnificent Temple of the Sun in gold in the 14th
century. Its riches inspired Cortes to defeat Montezuma and seize the
Aztec's vast gold stores in the 15th century. And its contagious fever
captivated thousands to migrate west for the California Gold Rush in 1848.
 

Gold jewelry, though a mass-marketed product today, occupies a rich
history that dates back to the beginning of civilization. Following the
fall of the Roman Empire, the mining and production of gold halted for
nearly 1000 years until the Spanish discovered America in 1492. Cortes
invaded Mexico and seized its gold treasures in an effort to revive
Spain's economy in 1519. In 1531, Pizarro invaded Peru and captured
the Incas' ruler Atahualpa, immediately melting down the Inca's golden
artifacts to ship back to Spain. Earlier on, the Incas, who considered
gold "the sweat of the sun," conquered the Chimu Empire and made the
Chimu goldsmiths cover every inch of The Temple of the Sun's walls in gold.
 

Though the Spanish conquerors exhausted gold artifacts and mines,
over 90% of the world's gold has been produced since the gold rush of
1848. Gold mining took on a much larger dimension after the discovery
of Sutter's Mill on the American River in 1848. Soon after, gold was
discovered in Australia and South Africa. These discoveries and supplementary
increase in gold supply marked a turning point-gold, once a rare metal
afforded only by royalty was now more attainable by people of all classes.
 

In modern day, Italy has remained at the forefront of the gold jewelry
industry. The Italian Renaissance coincided with the discoveries of the
new sources of gold, and wealthy Italian patrons supported goldsmiths as
they did painters and sculptors. Today, factories that automate hundreds
of machines that "knit" gold wire into chain flourish in the towns of
Aires, Geneve, and Vicenza.

Pihder said it best nearly 2,500 years ago when he wrote, "Gold is the
child of Zeus, neither moth nor rust devoureth it." Indeed, its beauty is
timeless and materiality enduring, proving a powerful combination that
will ensure gold's coveted stature through time.