White gold is rarely significantly more expensive than gold when you look at the metal itself. A piece of jewellery in 14K gold and a piece in 14K white gold contain exactly the same amount of pure gold - the difference lies in which metals the gold is mixed with, and in the finishing. If you do experience a price difference, it is typically down to the alloy, a surface treatment called rhodium plating and a little extra work, not that white gold as such is a finer metal.

For anyone choosing between the two colours for a ring or a necklace, the price alone is therefore rarely what decides the choice. The difference in purchase price is often small, while the difference over time - in how much maintenance the piece requires - can matter more.

What is white gold actually made of?

In its pure form, gold is soft and deeply yellow. To make it strong enough for jewellery, it is mixed with other metals, and it is precisely this mixture that determines the colour. 14K means that 14 of 24 parts are pure gold, or roughly 58.5 percent, while the rest are alloy metals. That proportion is the same whether the gold ends up being yellow or white.

In gold, copper and silver are typically added, which preserve the warm, yellow tone. In white gold, white metals are used instead - often palladium and other white alloy metals - that pull the colour towards a greyish, silvery white. So there is the same amount of gold in both, just mixed with different metals.

In other words, white gold is not an independent precious metal, but gold that has been alloyed so that it appears white. That explains why you will find both colours in the same design at Longvé, both in gold and white gold.

What is known as white gold?

When people talk about white gold, they mean the alloyed gold described above - not white gold as a special type of precious metal. The name simply covers gold whose colour has been changed from yellow to white using white alloy metals.

White gold is sometimes confused with platinum and with silver, because the three resemble each other in colour. They are, however, vastly different metals with different prices and weights. Sterling silver, which Longvé uses for things like signet rings, is a completely different and far cheaper material than white gold, even though the colour can be reminiscent of it.

Why can white gold end up costing more than gold?

The gold content itself carries the same weight in the price for both colours, but three factors can push the price of white gold upwards.

The white alloy metals are part of the explanation. Palladium, which is often part of white gold, is at times more expensive than the copper and silver used in gold. The price difference here is, however, typically modest in a finished piece of jewellery.

Rhodium plating is the second factor. Most white gold jewellery gets a thin layer of rhodium on the surface, a silvery-white precious metal that gives the clear, cool shine associated with white gold. This requires an extra work step and an extra material that gold does not need.

Finally, the labour plays a part. The extra treatment step adds a little to the price. For most jewellery the total additional cost is small, but it is there.

The ongoing cost of white gold

The rhodium plating slowly wears off over the years, especially on rings worn daily. When that happens, the warmer, slightly more greyish base colour of the white gold itself begins to show through. The piece can then be re-plated with rhodium, so that the white shine returns.

This is where the real price difference over time often lies. Gold keeps its colour without any finishing, while white gold can benefit from a new rhodium plating every few years. For a ring worn every day - such as an engagement ring or an eternity ring - that is worth taking into account.

Which colour suits diamonds best?

For many, the choice between gold and white gold is more about expression and skin tone than about price. White gold provides a cool, discreet frame that lets the stone stand out clearly, while gold provides a warmer contrast.

White gold is popular for diamond jewellery, precisely because the white setting can make a colourless diamond appear even more brilliant. This applies to both lab-grown and natural diamonds, which Longvé carries in the same design - often with the option to choose the colour of the metal. This can be seen, among other places, in Longvé's solitaire rings, where the same solitaire ring is available in both colours.

Gold, on the other hand, has gained renewed attention and suits both simple bands and more striking designs. Both colours are found across the range, so the price rarely becomes what decides the choice.

So is white gold more expensive than gold?

The metal value is largely the same, because the gold content is identical at the same carat. If you experience a higher price on white gold, it usually reflects the rhodium plating, the white alloy metals and the extra work - not more gold.

The most important financial difference shows up over time, where white gold may need a new rhodium plating, while gold looks after itself. For most people the additional cost is small enough that colour, style and how the piece is to be used weigh more heavily than a few euros' difference at purchase.