Every once in a while, we like to remind our clientele of some jewelry facts to give you some know-how into what we know.  At Ellis Jewelers in downtown Concord, we are frequently asked some of the same questions from those that visit our store and call on the phone. White Gold One of the biggest misnomers we have about our jewelry is about white gold.  White gold has become so, so popular in jewelry.  Most people shopping in our store know immediately their preference - be it yellow or white gold.  The overwhelming majority are fans of white gold.  While white gold is "silver" colored, silver is an entirely different medal.  In our store,   Gold Properties Repairing Jewelry Jewelry does require looking after closely and maintenance, especially rings.  No piece is immune to damage.