The newly inducted Duchess of Sussex is on a roll, and the #MarkleSparkle is not showing signs of fading anytime soon. In the months leading up to, during, and post-royal wedding, Markle has managed to spike sales in every apparel and accessory category, from handbags to dresses to leggings and more. Now, it appears that her midas touch has extended to yellow gold jewelry as well. 

Sales of yellow gold jewelry—Markle’s personal favorite—have gone up in 2018. In the first quarter of 2018, demands for gold jewelry were at their highest since 2009, according to the World Gold Council. Sellers attribute much of that to the obsession with the royal wedding, but specifically Markle, who took a shine to gold jewelry in November when she and Harry showed off her yellow gold engagement ring to the world.

“Around that time [of the engagement], we started seeing more sales of yellow gold and the last couple months it’s increased more,” David Borochov, of New York-based R&R Jewelers, said on Thursday to the Fashion Network. “Yellow gold jewellery sales have risen about 30 percent this year.”

Platinum, silver, and white gold wedding bands have been the metals of choice for those looking to tie the knot. Borochov said that he sells roughly 70 to 80 percent of white gold and platinum wedding rings, compared to only 20 to 30 percent of yellow and rose gold wedding bands.

In Chicago, gold jewellry sales at Daniel Levy Jewelry went up 10 percent after the royal engagement. Daniel Levy attributes this increase “primarily [to] the suprlus of white gold,” although he has noticed more and more customers going for yellow gold.

Alistair Hewitt, the director of market intelligence at the World Gold Council, agrees that celebrity style has an impact on jewelry sales. WGC research shows that 22 percent of women in the U.S. who buy jewelry are inspired by magazines and newspapers, while 11 percent look to celebs for what’s in style.

For better (or for worse), the Markle Sparkle is here to stay, and it’s officially tainted yellow gold jewelry.

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