Brits “don’t have a clue” when it comes to spotting fake jewellery, according to new research.
The survey, conducted by metals specialist metals4U using high-resolution photographs, found that items which appear to be made from gold are the hardest to verify. More than three-quarters of Brits were challenged to identify real and fake jewellery, including rings, necklaces and earrings.
And the results show they got it wrong more than three-quarters of the time (76%) on average. Just 11% spotted a fake gold and silver bonded ring and the five items that confused Brits the most all contained gold.
Participants were best at identifying silver and steel items, though the highest success rate across all ten pieces of jewellery was just 33%.
|Item||Real or fake||Guessed correct|
|Diamond and silver necklace||Fake||30%|
|Gold necklace (1)||Fake||24%|
|Gold necklace (2)||Fake||21%|
|Gold and diamond ring||Fake||17%|
|Gold and silver bonded ring||Fake||11%|
Women were found to be slightly better than men at identifying real or fake jewellery. Across the ten items, women got it right 27% of the time, compared to 21% for men.
Paul McFadyen, managing director of metals4U, said: “While many of us enjoy splashing out on authentic and often expensive jewellery, lots prefer to go for a cheaper alternative, such as costume jewellery.
“And this study shows that it’s unlikely anybody you mix with at work or while socialising will be able to tell the difference.It also shows that relying on eyesight alone isn’t enough when treating yourself to a new piece of jewellery or buying a gift.”
He added: “Ensure you’re using a respectable seller, check for the hallmark and ensure the quality of the workmanship is as you’d expect before you part with your hard-earned money.”