C hoosing the right colour is a vital part of buying jewellery, but the same colour can have different meanings in different places:
China
In China red has extremely positive associations. It’s associated with good fortune and is used to ward off evil and bad luck. These associations are connected with the legend of the Nian, a fearsome monster that would eat livestock and even carry off children around the New Year.
According to the legend, it was learned that the Nian was afraid of fire, noise and the colour red, and with this knowledge, a group of villagers were able to defeat it.
You’ll notice that Chinese New Year celebrations include plenty of fire (fireworks), noise (gongs) and red clothes and lanterns.
Thailand
In Thailand, each day of the week is associated with its own colour.
Red is associated with Sunday and the solar god Surya, who legend has it was born on this day. If you are born on a Sunday in Thailand, red is considered to be your lucky colour.
United States and Western Europe
In Western Europe and the United States, red is associated with love, romance and passion, as well as danger.
You’ll find the colour red used particularly in Valentine’s Day cards and gifts, as well as warning signs and traffic lights!
India
Red is one of the most significant colours in Indian culture, and is particularly associated with new life and the rising sun.
As a result, it's commonly used at weddings: bridal outfits are often red, and brides wear red henna on their hands and the red powder sindoor along their hairline.
Japan
In Japan, red is considered the colour of life and passion, and as a result it's traditionally worn at weddings and festivals.
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