Gold

Few metals capture the heart like gold. A traditional choice for all types of jewelry, gold is the most easily worked of all metals because it is naturally very soft and malleable.


However, to create jewelry designs that are strong and durable, pure gold is alloyed with other metals such as copper and zinc, which strengthen it and gives it its color. Gold jewelry is consistently timeless and so elegant.


Zales commonly uses 18K, 14K and 10K yellow, rose and white gold in its jewelry designs:

Yellow Gold: Gold is naturally yellow in color, however, since pure gold is very soft, it is usually alloyed with silver or copper to bring out its natural warmth.

White Gold: To create the white‐silver color, the gold combined with palladium and silver or with nickel, copper and zinc. White gold also needs to be coated with platinum or rhodium for to improve whiteness and add durability and shine. White gold jewelry will occasionally need to be re‐dipped after the coating wears away.

Rose Gold: To create the rosy-pink color of rose gold, pure gold is combined with more copper. The more copper added to the alloy, the rosier the gold will become. Rose gold does not need to be dipped or coated as the color is pure through.


To determine the karat gold used in a piece of jewelry, check its markings, also called its hallmark. This is usually found on the inside of the shank or the reverse side of a pendant, earring or bracelet. The traditional hallmark uses the gold purity percentage. Modern hallmarks are simply stamped with the karat weight, i.e., 14K.

Karat Gold Hallmarks
Karat Measure Traditional Hallmark Modern Hallmark Gold Purity
24 karat 100%
22 karat 916 22K 91.6%
18 karat 750 18K 75.0%
14 karat 585 14K 58.8%
10 karat 417 10K 41.7%

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Care for your gold jewelry by buffing it with a soft cloth. If jewelry is darkened or dirty, clean using warm water, mild soap and a soft toothbrush. Rinse thoroughly and dry with a soft, lint‐free cloth.